As e-commerce expands, more people are making purchases online without actually seeing or touching the goods. It makes sense that you’ll start to see more eCommerce returns as you sell more products to a bigger customer base.
Why do customers return items purchased online? Six out of ten online buyers attribute inaccurate, deceptive, or subpar product information, including everything from imagery and descriptions to product specs and FAQs, to their decisions. These product disappointments ruin the shopping experience and discourage customers from returning for more because eCommerce returns are a hassle for them.
Ecommerce returns are an unavoidable aspect of business, despite not being ideal. But it’s your responsibility to see them as a chance to transform negative brand experiences into positive ones. Additionally, the benefits of keeping a client for life outweigh the expense of a single refund.
The Value of Truthful Product Content
You must provide customers with thorough product information at all potential touchpoints in order to reduce e-commerce returns. These omnichannel touchpoints also require comprehensive, up-to-date product information that is consistent across platforms.
Not just more sales should be generated by product content. In order to fulfill customer expectations, it also needs to contain:
Shoppers want (and need) accurate, accessible, and transparent product images. Images that cover all angles and features. After all, the same study discovered that 38% of returns are caused by inaccurate product photography. To ensure there are no unpleasant surprises when customers open the box, brands should use spin imagery to paint a complete picture of their products.
Relevant and truthful product descriptions are essential for e-commerce customers to make an educated, confident purchase decision. However, 34% of ecommerce returns are the result of false or inaccurate product features and descriptions. Unmet expectations or disappointment can also result from incomplete product information.
Data that is accurate: Your data, including the availability of your inventory, must accurately and consistently represent your products. Regardless of inventory volume or markets, a robust product information management (PIM) system maintains consistent product data and descriptions across channels.
Tips to Keep in Mind When Deciding on a Returns Policy
Customer satisfaction can rise and ecommerce returns can be reduced with quality content. Returns will continue, though, as long as customers have the choice. When choosing a return policy that benefits both you and your clients, keep the following in mind:
Put a “Keep it” return policy in place.
“Keep it” return guidelines can lower your expenses. You don’t have to pay for shipping when a customer gets a refund and keeps the item, which is beneficial for bulky or expensive-to-ship items that you can’t resell. Retailers typically give discounts on returned merchandise, so the small profit they make on a cheap return is occasionally not worth the expenses.
A “keep it” returns policy promotes relationship-building and draws in new customers. If they don’t have to deal with returns, nearly nine out of ten consumers say they’re more likely to shop online.
Businesses with “keep it” return policies must take security measures to prevent fraud. Customers might misuse the policy if they become aware of it by returning goods solely to obtain free goods.
Pay For Return Shipping Costs
You can set aside money to pay for return shipping. If a customer receives a product that is broken or doesn’t match the online description, they won’t be penalized thanks to the free return shipping policy. Companies that have this policy acknowledge that shopping online is frequently challenging and show that you will support them through any difficulties. This retailer’s accountability might influence whether someone ever shops for your brand.
Consider the financial impact of this policy during the busiest holiday return season, even though it is manageable for the majority of the year. Along with an increase in e-commerce returns during and after the holidays, the major parcel carriers also tack on peak season surcharges to their standard rates. If you operate physical stores, you can reduce this extra cost by also allowing returns in person.
Extension of Return Windows
Although the majority of retailers provide a 30-day return period, increasing it to 60 or 90 days has advantages. By doing this, you show your appreciation for your customer’s patronage and your desire to give them the time they need to choose the ideal product. The more time customers have a product in their possession, the more attached they become to it, so this deadline flexibility also lowers the rate of returns.
Accepting a Mindset Change
You must have a policy in place to ensure that the returns process is as simple as possible because customers occasionally change their minds about what they want. In actuality, 75% of retailers consider returns to be an unavoidable evil. Consider using ecommerce returns as an opportunity for meaningful and beneficial customer interactions rather than fearing the costs and labor involved. Companies like top amazon marketing services company that establish a clear and considerate return policy, as well as take steps to enhance the content of their products, develop a reputation for reliability that both attracts and retains customers.
