Abstract: Certain example embodiments relate to techniques that seek to reduce the likelihood of a customer actually returning a product. Information about a product presented in connection a return transaction (and optionally the reason why the product is being presented) is received. A determination whether an award should be generated for the customer in exchange for the customer not returning the product under an applicable return policy is made. The award, with a calculated award amount, is presented for the customer, in exchange for the customer giving up the right to actually return the product under the applicable return policy. The determination that the award should be generated for the customer and the calculation of the award amount each are based on a set of one or more rules that are electronically applicable to at least some of the received information.