Finishing up the series on retail returns, Herb’s Hot Takes looks at strategies to minimize returns in the first place. Herb Billings, Vice President Technology Strategy at Datascan, shared his insights.
Billings explained, “You want to decrease the likelihood of returns but not by making it a hard process. One way to address this is by considering that 65% of returns are actually the retailers’ fault.
There are several ways for retailers to improve the process. “Gather as much data as you can to find out why returns occur, study the results, and identify priorities,” Billings remarked.
In looking at the process, companies need to consider the phases of an item’s life and what can go wrong. It could be a design flaw, substandard material, workmanship, or supply chain issues. “The shipment to the customer can wrong as well, either by damage or picking the wrong item,” Billings added.
Many of those things are controllable with better processes, but they aren’t the only return triggers. As previously discussed, fit, feel, and color are leading reasons for returns. “Over describe the product; nothing’s too small a detail. A description may say machine washable, but the tag says only in cold and do not tumble dry.”
This lack of information could cause a return. Other aspects of the product page are critical, too, such as reviews and questions and answers.
Pictures, of course, are vital. “Pictures from every angle are helpful, as are short video clips,” Billings noted.
Technology is also playing a role in minimizing returns, according to Billings. “AR and VR are really going to benefit retailers. You can use AR to place a piece of furniture in your room or apply makeup to your virtual image.”
Another key technology is that around fit. “New technologies are helping consumers find better fit through measurement since there’s no true standard.”
