Consumer Returns Policies and Supply Chain Performance 2: Under Consumer Returns, the Differentiated Buy-Back with b − l = s Coordinates the Supply Chain and Gives the Retailer a Share φResearch Paper
Motivation
Retailers in many categories accept returns of products that are not defective: a consumer buys, learns whether the product suits them, and may send it back for a refund. Returns of this kind are a large cost item in retailing, and the refund a retailer offers is an operational decision on a par with its price and its stocking quantity. Xuanming Su, Consumer Returns Policies and Supply Chain Performance (SSRN 1020451, version of August 2008; published in Manufacturing & Service Operations Management 11(4), 2009, doi:10.1287/msom.1080.0240), studies this decision first for a single seller and then in a supply chain.
This mission formalizes the supply chain part, Section 5 of the paper. A classical result of supply chain contracting is that a manufacturer can align a retailer's ordering decision with the interest of the whole chain by a buy-back contract, which pays the retailer a credit for unsold units (Cachon, Supply Chain Coordination with Contracts, 2003). Su shows that once the retailer also sets a consumer returns policy, the standard buy-back no longer coordinates, and identifies three contracts that do. The companion mission (mission 1 of this series) formalizes the single-seller results of Sections 3–4, in particular Proposition 2, which gives the supply chain optimum used here.
Setting
A consumer who buys at price learns a valuation , drawn independently from a law with finite mean , and then either keeps the product or returns it for the refund . Keeping is optimal when . Write
for the probabilities of keeping and returning. A consumer's expected utility from buying is , which is therefore the reservation price: all consumers buy if and none buys otherwise (the demand rule (6)). Market demand has distribution function and ; a stock sells in expectation when consumers buy, and nothing when they do not. Write for these expected sales. The production cost is , leftover and returned units are salvaged at , and .
The total supply chain profit is
A manufacturer sells to a retailer, who sets , and (except in Proposition 4) . The contracts are:
- standard buy-back : wholesale price , credit per leftover unit; the retailer earns (14);
- differentiated buy-back : credit per unsold unit and per returned unit; the retailer earns
- direct-to-manufacturer returns with a buy-back : consumers return to the manufacturer, who sets ; the profits are (19) and (21);
- sales rebate : a rebate per unit sold, returned or not; the retailer earns (25).
The supply chain optimum, from Proposition 2 of the paper, is
Formalization targets
Goal: Proposition 3 (p. 16)
For and , the differentiated buy-back
makes the supply chain optimum a retailer optimum and gives the retailer the share :
and the contract is implementable: , , .
Milestones
- Under a standard buy-back the retailer's optimal refund is (Sec. 5.1, p. 15).
- Under (31) the retailer's optimum is , , (proof of Proposition 3, p. 27).
- Under (16)–(18), and ((32)–(33)).
- At the retailer earns ((34)–(39)).
- Retailer plus manufacturer profit under direct returns is (Sec. 5.3, p. 17).
- Proposition 4: with direct-to-manufacturer returns and the buy-back (22)–(23), the chain optimum is a Nash equilibrium between retailer and manufacturer, with retailer share .
- Proposition 5: the sales rebate makes the chain optimum a retailer optimum.
- With a rebate paid on kept units only, the retailer's optimal refund is (Sec. 5.4, p. 19).
Significance
The results separate what a contract must observe in order to coordinate a chain with consumer returns: either the manufacturer distinguishes returned from unsold units (Propositions 3 and 4), or it observes sales (Proposition 5). The negative results (milestones 1 and 8) show why the standard buy-back and a kept-only rebate fail: each distorts the retailer's refund away from the salvage value. These statements are proved in the paper by short arguments; none of them has, to the knowledge of this mission, a machine-checked proof. Formalizing them yields a reusable model of a newsvendor with an endogenous price and refund under valuation uncertainty, and a checked account of the coordination conditions, including the boundary cases (, atoms in the valuation law) that the paper does not discuss.
Difficulty
Each result combines two optimizations, and neither is routine at the generality of the formal statements. The first is over price and refund jointly: the demand rule makes every profit discontinuous in and , and the refund problem must be solved for an arbitrary valuation law, where atoms make the tie rule at matter. The second is a newsvendor problem in for an arbitrary demand law: the paper writes the optimal stock as of a fractile, which presumes a continuous, strictly increasing , whereas here may jump or be flat and the optimal stock is any solution of the fractile equation. The obvious reduction, "the retailer's profit is , so its maximizer is the chain's", is not available: that identity holds only at the chain's price and refund, and away from them the retailer's profit is not proportional to . In Proposition 4 the manufacturer's deviation to a refund below acts on the consumers' purchase decision, and the paper's remark that no one then buys is false when almost surely, so that case needs its own argument.
Formalization scope
Prices, refunds, costs, quantities and profits are real numbers. The valuation law is a probability measure on with integrable identity (a strict generalization of the paper's density ); and , matching the rule "keep iff ". The demand law is a probability measure on with , and is SupplyChainTheory.expSales from the published module SupplyChainTheory_contracts. Every profit includes the demand rule (6): without it, (15) and (31) are unbounded in . Optimization is over all real and and all , nonnegative stocks and demand being the paper's setting; with negative stocks the profits are unbounded. Optimality of the paper's closed-form triple is claimed, never uniqueness, and "induces the retailer to maximize supply chain profit" is stated as "the chain-optimal triple is a retailer optimum"; that the triple maximizes is Proposition 2, formalized in mission 1, and not restated. The optimal stock is any solution of the fractile equation, and no continuity of is assumed. The Nash equilibrium of Proposition 4 is written as the two best-response inequalities. Proposition 5 adds the hypothesis , implied by the paper's range (p. 19) and necessary: for the retailer's profit is unbounded. The kept-only rebate of Sec. 5.4 has no printed formula; its profit is (24) with the rebate removed from the returned-units term. Printed page numbers equal PDF page numbers throughout the source. A formalization in which the retailer's profit is defined as , or in which the optimization is restricted to , would make the goal trivial and is excluded: (31) is stated with free , , , and the contract enters only through hypotheses.
The model module (SuReturns.Coordination.Model) restates the single-seller objects of mission 1 in this sub-namespace. Contributions welcome: proofs of the two optimization steps as reusable lemmas (the refund step for a general valuation law and the newsvendor step for an arbitrary demand law), which serve every milestone here.
Selected references
- X. Su, Consumer Returns Policies and Supply Chain Performance, SSRN working paper 1020451, version of August 2008. https://ssrn.com/abstract=1020451 ; published in Manufacturing & Service Operations Management 11(4), 2009. https://doi.org/10.1287/msom.1080.0240
- G. P. Cachon, Supply Chain Coordination with Contracts, in Handbooks in Operations Research and Management Science, vol. 11, 2003. https://doi.org/10.1016/S0927-0507(03)11006-7
- B. A. Pasternack, Optimal Pricing and Return Policies for Perishable Commodities (the buy-back contract), Marketing Science 4(2), 1985. https://doi.org/10.1287/mksc.4.2.166