Gabrielle WhitmoreChief Operating Officer

The journal · Returns and the next customer promise

The item came back. Its next sale has not yet been established.

Returns create several different decisions about customer service, stock condition and financial treatment. I explain why physical presence is an inadequate description of availability.

A returned item is easy to count when it crosses the receiving point. That count can be useful, but it does not answer every question the business wants to ask about the item. Has the customer’s enquiry been handled under the appropriate process? Has the product been assessed? Is it suitable for another sale, waiting for a further decision or excluded from resale? Those questions involve different responsibilities. Treating the first physical count as an answer to all of them can make an availability figure more confident than the underlying work supports.

I became more careful about this distinction after reviewing our returns account in 2021. The operating discussion moved quickly from stock received to stock available. Colleagues were not necessarily trying to overstate anything. They were using a familiar shorthand that made the flow easier to describe. The problem was that the shorthand removed the work between arrival and the next offer to a customer. I wanted that work visible, with its proper owners, before the organisation relied on the figure.

The backroom is a location, not a conclusion

Physical presence tells us where an item is. It does not establish its condition, the detail required for an assessment or the appropriate route from that point. A box can occupy space while a decision remains open. A product may need a review by someone with the relevant authority. Another may already have an assessed disposition but still require handling before it is ready for the next stage. The operating account should distinguish those states instead of allowing the building boundary to become the definition of readiness.

We followed a defined cohort of 1,200 units. The resulting account identified 820 assessed as ready for resale, 230 requiring repair review and 150 excluded from resale. C$76,000 covered the handling and review expense. These categories made the practical work more visible than a single total. They also made the number immediately available for another sale smaller than the physical intake. I supported that qualification because a larger number would have implied a conclusion we had not established for the whole cohort.

A commercial colleague argued that we should recognise the intake quickly because the goods were already in our possession. I understood the desire to avoid losing opportunities while stock waited. The response was to examine the assessment sequence and the resources it required, not to treat possession as sufficient evidence. If the process was unnecessarily slow, that was a separate operating problem to investigate. Changing the label on unresolved units would not perform the missing work or establish the product judgement needed for the next customer.

Customer refund decisions remained separate. A customer’s position should not be casually inferred from what happens later to the physical item. Equally, a completed customer-service step does not determine the stock’s resale status. Relevant policy, product and financial owners retained their decisions. My COO responsibility was to connect the operating sequence and make waiting work visible, without claiming that an operations review could replace the authorised judgement in each of those areas.

Keep unresolved units in the account

The 230 units awaiting repair review were especially useful to the management discussion. They could not honestly be called ready stock, but neither did the category establish that every unit had no further use. There was an unresolved decision with associated work. Naming that position allowed managers to ask what information was missing, who could decide and what happened next. It also prevented the unresolved group from disappearing between an intake report and an available-stock report that used different assumptions.

I did not want a neat set of categories to become another static reporting exercise. The point was to follow the units through the process and understand whether the categories remained accurate as decisions were made. An item should move because its condition or authorised disposition changed, not because a reporting date made one category inconvenient. The receiving team needed a practical way to keep the decision connected to the physical stock, so that a later colleague did not have to reconstruct the account from memory.

The 150 units excluded from resale also required an explicit route. Exclusion was not the same as making the item vanish from the operating responsibility. Handling and other authorised decisions remained necessary. I avoided prescribing one treatment for all products because the relevant conditions could differ. The important point for my own management account was that excluded stock could not quietly re-enter an attractive availability total merely because it continued to occupy the backroom.

Finance retained valuation and recognition responsibilities. The cohort counts did not establish equal unit values, recovered cash or a realised financial benefit. Eight hundred and twenty assessed units were not evidence that eight hundred and twenty sales had occurred. This distinction can feel obvious when stated plainly, yet management summaries sometimes compress several future steps into a current result. I wanted the operating report to stop at what the review had actually established and identify the further decisions instead of borrowing their hoped-for outcome.

The next offer needs an assessed basis

A returns process is often discussed as the end of a transaction. From the store’s perspective it can also become the beginning of another promise. If an item enters the available account, colleagues may rely on that account when responding to a customer. The accuracy of the next conversation therefore depends partly on work performed before the item returns to the floor. The process should make it easier to know what has been assessed, rather than ask the customer-facing colleague to discover the uncertainty later.

The 1,200-unit boundary matters here. We could learn from the defined review without assuming that its proportions described every return in all eighty-four stores. Different product groups and periods might have different conditions. I would use the findings to ask better questions about the wider process, not apply the three percentages as universal truths. The review created a more precise account of one population and a clearer description of the responsibilities the broader operation needed to preserve.

There was a cost to obtaining that clarity. The C$76,000 was not an incidental footnote to be removed from a success story. Handling and review use people, space and time, and the business has to decide how it will support them. An availability figure that ignores those requirements can be attractive precisely because it omits part of the work. I prefer an account that carries the expense and the unresolved decisions alongside the ready-stock total, even when that makes the initial result look less impressive.

The question I would now ask when designing a returns flow is what permits each change in status. Who has decided, on which basis, and how does the next colleague know? The answer should fit the actual product and authorised process. It should not depend on a leader’s wish to see a larger number. A returned item has completed a journey back to the business. The organisation still needs to establish the basis on which it can responsibly begin another journey to a customer.