Desirable and undesirable effects of product presentation tools on online and offline behavior

Online retailing is lacking the opportunity to touch and try tangible products before purchase. Thus, a complete judgement of the main product characteristics is not possible and customers’ uncertainty increases. In case that the ordered products do not fulfill the expectations, consumers return the products. Product returns are highly problematic for retailers as they lead to additional costs which reduce their profitability. Thus, for the last years many retailers have been investing in product presentation tools (PPTs; e.g., product configurators) in their online shops. However, whether ...