Compared with other classical branches, the data situation in the mail order industry is extraordinarily good. Thus it’s not surprising that this is a domain of successful Data Mining applications for many years. An important task for today’smail order companies is to tackle the problem of returns. The reason is that customers, encouraged by the customer-friendly cost-free return of purchases, increasingly send back merchandise they have ordered. (In Germany the average percent of returns in mail order industry is about 20-30%!) The costs of the return management (logistics, porto, product quality, etc.) are therefore an important element within the customer value analysis.
Arne Mauser, RWTH Aachen
Michal Sapinski, Warsaw University
Ilja Bezrukov, RWTH Aachen
Kiha Shin, HHL Leipzig