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Retailers hate returns.<\/p>\n
That\u2019s not a surprise: Returned merchandise costs the retailers money because the sale was lost, and time, because of restocking.<\/p>\n
What is surprising is the high return rate that ecommerce retailers experience.<\/p>\n
According to a study from Trueship<\/a>, roughly 33% of all products purchased online will be returned.<\/p>\n Reducing that number, therefore, will result in a better bottom line.<\/p>\n The study found that one of the most common reasons for returns was easily corrected.<\/p>\n Nearly one-quarter \u2014 23% \u2014 of shipments were returned because they were inaccurate.<\/p>\n On a similar note, 22% of items were returned because they were inaccurately described or pictured on the Web site.<\/p>\n Shoppers expect to see what they are getting; if they are misled, they will return.<\/p>\n And with many online stores offering free returns, consumers are not hesitant to ship back the disappointing item.<\/p>\n The paradox is that a vast majority of consumers, 80%, are loyal to those retailers offering \u201chassle-free\u201d returns.<\/p>\n Free shipping for returns, including return labels and providing other services that ease the pain of returning an item often helps overcome objections to purchasing merchandise in the first place.<\/p>\n Knowing merchandise can be returned at no charge makes it easier for customers to obtain an item they may be dubious about buying online.<\/p>\n While making returns quick and easy may ultimately promote the practice of sending products back, creating a laborious process would likely turn away many shoppers, driving them to the competition.<\/p>\n How likely is that?<\/p>\n The study found that a whopping 92% of customers would continue to shop at an online store if it had an easy-to-follow return policy.<\/p>\n And, 82% said that they would not shop in the future at an establishment that made returns difficult.<\/p>\n Everyone makes mistakes; however, it\u2019s imperative that a retailer not make one when designing its returns policy.<\/p>\n The ultimate objective is taking care of the customer, so removing hurdles to achieving that is key.<\/p>\n Zappos offers an example in delighting the customer while differentiating its brand.<\/p>\n Zappos, which scores high in customer satisfaction, doesn\u2019t require receipts because all its orders are tracked automatically.<\/p>\n That tracking happens at every e-tailer, except many still require receipts.<\/p>\n Zappos also offers free \u201cadvanced exchange\u201d: If a customer wants a different size or color, the company ships it for free, as long as the first item is shipped back within the next two weeks.<\/p>\n The customer benefits because he or she doesn\u2019t have to worry about carrying two items on a credit or debit account.<\/p>\n Most shoppers are disappointed their merchandise doesn\u2019t live up to their expectations, and didn\u2019t want to go through the return process in the first place.<\/p>\n Streamlining that process by reducing the pain points provides customers motivation to become, or remain, loyal shoppers.<\/p>\n","protected":false},"excerpt":{"rendered":" Retailers hate returns. That\u2019s not a surprise: Returned merchandise costs the retailers money because the sale was lost, and time, because of restocking. What is surprising is the high return rate that ecommerce retailers experience. According to a … Continue reading