Computerized decision-making systems and methods are described for determining whether to provide one or more rewards, such as a coupon or instant discount, to a customer requesting to make a merchandise return at a store, and, if so, to determine the terms of the reward, such as value, expiration date/time and other terms that may be associated with a coupon. The reward determinations may be implemented in conjunction with a system for authorizing the requested merchandise return transaction. Information about the requested return may be used together with data about the customer's past purchase, return transactions, and other customer-related data. In some embodiments, the determinations are based, at least in part, on store-related information and policies. The reward may be printed with a receipt issued to the customer at the point of return and/or may be provided to the customer using a wide variety of other communications technologies.