Continuing the discussion on returns, Herb’s Hot Takes focuses on best practices for retailers when it comes to returns, featuring Herb Billings, Vice President Technology Strategy at Datascan.
Free and easy returns are now the norms, and Billings notes, “Retailers need to consider them as part of the purchase process, not something separate.”
The return policy of a store, if done well, can win the company a customer for life. If not, they’ll shop somewhere else.
So, what’s the best customer-centric approach to returns? Billings explained, “First, it’s important to say that two-thirds of online shoppers research return policies before purchasing. It needs to be easy to read and obvious. It also should be easy to find through the navigation of the website and app.”
Billings urged retailers to make it as painless as possible. “Include a prepaid shipping label for returns where appropriate. You also want to gather as much information as you can to improve the process but make it easy for the consumer.”
As far as where customers should be able to return, it’s all about convenience. “It’s whatever is the easiest for them, which could be shipping it back or returning it to a physical location, even if the item isn’t sold there,” Billings added.
Next, they discussed the impact of the pandemic on returns. “The process is longer because items must be cleaned. Contactless returns are more popular now, too.”
Retailers have the opportunity to make or break customer relationships with returns. “Your best shoppers are often ones with high return rates, so treat them well. If you attempt to minimize returns, you’ll also minimize your customers. For those returning items in-store, it’s a chance to convert an online buyer.”
