May 13 2014, 12:10am CDT | by Bijon Kumar Pramanik
Apple, in a small but important step towards beefing up the supply coming out of their retail stores, has drastically cut the amount of time it takes to return items, offering refunds in half the time.
This is a costly move for Apple, but in the long run it could pay off. Other companies have offered far easier refund opportunities to their customers, something Apple has lagged behind in. When someone purchases a product off of their online store, they will now be receiving their refund in under a week, compared to an average of ten days in the past. They will now expedite the shipping through FedEx, using the 2Day service, and offering prepaid labels that let them have the returned items in as little as three days.
The move was first noticed last holiday season, although it wasn’t expected to be a permanent change. This was discovered by StellaService researchers, who study these kinds of company policies. According to their researchers, they are looking at the first time a company has done this from the supply side, talking about the costs specifically.
For them, speed is what makes the difference between competing companies. With $18.3 billion in retail sales seen each year, Apple can certainly enjoy a boost from a move such as this. They will still have to compete with the instant refunds from Amazon, although this is still a move in the right direction.
Bijon Kumar Pramanik
Bijon Kumar Pramanik is an experienced technology writer working since years in the consumer electronics field.
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