Will REI's new return policy help or hurt the business?
It's a good idea. The company shouldn't be expected to accept returns that are 14 years old.
The company will eventually earn more revenue as people make new purchases vs. exchange old merchandise.
It'll end up being bad for business because customers will look elsewhere for items with a lifetime warranty.
The policy could backfire and erode the company's status as a premium brand, as customers' perceptions of the brand falters.
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