Bleeding Cool recently ran a piece on the possible downsides of returnable promotions in the comics industry, where a publisher will make a comic book completely returnable for a full refund of any issues not sold, as long as the retailer in question orders lots and lots of them. Often pegged to 100% or 150% of a previously successful issue. It can encourage the retailer to order with confidence and test the market for what it will bear for a new comic from an unfamiliar team. The downside is that it effectively uses the retailer as an interest free loan for several months, it ties up cash flow until the refund date and for some it could be an barrier to entry into this kind of promotion, so it favours the big guys over the small.
That's not an issue with the new Legenderry: A Steampunk Adventure by Bill Willingham and Sergio Fernandez Davila, from Dynamite, as the first issue is being made completely returnable – but retailers won't have to go through any hoops to get the deal. They can just order as many as they like. If they order one copy and it doesn't sell, they can return it for a full refund.
Though if a store only orders one copy, it will probably sell very quickly indeed.