Our entire industry has been too focused on making the returns process more convenient for the customer. The most customer-friendly (and P&L friendly, and environmentally-friendly, etc.) thing we could do is work much harder on eliminating the need for returns in the first place. Which, given the growth in online sales, means having great analytics in place to identify product and site merchandising issues at the SKU level. Better visuals, better product information, UGC enabled at the product level, better sizing/fit tools, etc. will all create more confident consumer purchases and lead to fewer returns. But it all starts with analytics: knowing where to focus.