Customization and Returns: Allowing Returns of Customized Products Can Increase Profits and Reduce Total ReturnsResearch Paper
Why customized returns matter
Many sellers accept returns of standard goods but restrict returns of customized goods. A customized item is more likely to fit its buyer, yet it may be harder for the seller to recover value when it comes back. Choosing a return policy therefore changes both what customers buy and how many units they return. Esenduran, Letizia, and Ovchinnikov study this tradeoff in a two-product market and show that permitting customized-product returns can, for some parameters, raise the firm's profit while reducing its total return volume (accepted manuscript, Proposition 2, p. 11). The result is an existence statement about a firm's optimal policy, not a claim that permissive returns always have this effect.
Consumers, products, and the firm's policy
A unit mass of consumers has taste uniformly distributed over . The standard product is located at and has baseline willingness to pay . The customized product changes both a direct-value attribute and a taste-related attribute; its baseline willingness to pay is . Here may have either sign, while measures the taste improvement. These are the paper's normalized expressions, with the reservation value set to one (§2.2, pp. 5–6).
Product matches a consumer's needs with probability ; after a mismatch, the consumer values it at only , where . The firm chooses a nonnegative price and a nonnegative return fee for each product. A buyer learns whether the product matches after buying and keeps it exactly when keeping gives at least the payoff from returning it. Before purchase, the consumer compares the two expected utilities, including this return option, and buys only if the best one is positive. A tie between products goes to the standard product. These rules determine the buyer volumes , the mismatch-return segments , and the keep segments . The expected number of returns is (§2.3, p. 7; problem (3), p. 10).
With production cost and recovered value on a returned unit, the firm's expected profit and total return volume are
An optimal policy maximizes this profit over all nonnegative prices and fees. In the paper's disallow counterfactual, the standard product's price and fee remain at the original optimal policy's values, while the customized price and fee are chosen to maximize profit subject to . The proof writes this as problem (5) in the Solution 2 region (Online Appendix pp. 14–15).
Formalization targets
The goal is Proposition 2. There exist admissible parameters and an original optimum such that customized returns occur, and for every original optimum and every associated disallow-counterfactual optimum,
Both optimization problems must attain their maxima. The quantified claim is what “can increase profits and reduce total returns” means in this model; it does not replace an optimum by a preselected formula.
Three milestones trace the part of the paper used for this existence result. Solution 2 characterizes an original optimum with positive customized-return and standard-return segments, a positive standard-keep segment, and no customized-keep segment. Solution 2b characterizes the corresponding optimum when customized returns are disallowed and the standard terms stay fixed. Their returns identity expresses the difference in total return volumes as a factor containing ; away from the boundary , that difference is negative exactly when (Online Appendix pp. 4–5, 15).
What the result establishes
The paper's claim separates the total number of returns from the permissiveness of one product's return policy. A permissive customized policy may induce some consumers to switch away from standard goods. Since customized goods match preferences more often, those switches can outweigh returns from newly served buyers; profit can rise at the same time. Thus a firm cannot infer total return volume by looking only at the customized product's own returns (§3.2, p. 11).
The paper proves the result analytically. This mission records its model, optimization comparison, and three central statements in Lean; the theorem proofs are open formalization work. A completed development would certify the global optimum comparison, including existence and all admissible nonnegative policies, as well as the algebraic segment identity. The definitions of consumer choice, return volumes, and the constrained counterfactual can also support formalizations of the paper's other solution regions and robustness results.
Where the formalization is difficult
The return option makes each consumer's expected utility piecewise linear in taste. Which product a consumer buys depends on the upper envelope of two such functions and zero, so the volumes change formula when thresholds cross. The firm's objective is consequently piecewise rather than one differentiable expression on the full policy space. A stationary formula for one segment ordering is insufficient to establish a global optimum; the proof must account for policies on other orderings and their boundaries. The paper's displayed Solution 2 region also includes parameter points where a fee becomes negative or a segment leaves , so those expressions alone do not characterize the intended interior policy (Online Appendix A.2, pp. 3–5).
Formalization scope
Lean represents every parameter, price, fee, threshold, profit, and segment size as a real number. Consumer volumes are Lebesgue measures of subsets of ; a consumer purchases only when expected utility is strictly positive. The latter convention follows the proof of Proposition B1 and Table 2, which exclude a buyer with nonpositive expected utility. The paper's p. 7 prose uses a weak inequality; at a zero fee that choice could create a positive-volume tie incompatible with its return accounting. The standard product wins ties between products. The standard product has in the definitions (Table 1, p. 7; Online Appendix p. 11).
The standing assumptions include Table 1's parameter ranges, the ordering condition , , and . The lower bounds and are made explicit. Milestone formulas that divide by or assume and . The Solution 2 and 2b milestones additionally require an interior feasible region: positive return segments, a positive standard-keep segment, nonnegative standard fee, and less than full market coverage. These added conditions select the solution described in the appendix. The displayed customized price of Solution 2 is not used: at the rational consistency witness it conflicts with the displayed segment sizes. The statements retain those segment sizes and the standard terms, which are the quantities needed for Proposition 2.
The goal quantifies over the firm's actual feasible policies and asserts that both optima exist. Defining “optimal” through a closed-form candidate, omitting the disallow maximum, or using a zero-volume population would erase the comparison. Contributions may address global optimality, the consumer threshold and measure calculations, the counterfactual optimum, or the returns identity. The measure and piecewise optimization results would be reusable for other product-line models.
Selected references
- Esenduran, G., P. Letizia, and A. Ovchinnikov, Customization and Returns, accepted manuscript, Management Science, accepted December 13, 2021. SSRN 3444244. This mission cites the manuscript's printed pages and its Online Appendix.
- Esenduran, G., P. Letizia, and A. Ovchinnikov, Customization and Returns, Management Science, 2022. DOI: 10.1287/mnsc.2022.4305. The typeset pagination is not used for the formal statements.