Understanding the Importance of Easy Returns
Returns can feel like a bit of a shakedown, can't they. Shopping for clothing is deeply personal - itâs all about fit and style. If a brand you like doesnât offer easy returns, it feels rather like an ultimatum.
Youâre essentially being asked to buy without a safety net. Is it any wonder shoppers go elsewhere. Thereâs also something odd about being bombarded with brands selling you their sustainability stories but not offering simple returns.
All the talk of environmental values quickly falls apart when the item doesnât fit quite as youâd hoped and you want to send it back but have no way to do so. What about the planet now.
If you ask me, brands shouldnât be allowed to call themselves sustainable unless their returns process is also straightforward. Having an easy return policy is nearly always more than just an operational thing - it shows customers that the brand cares about what they think and how they feel. They understand that while shopping online offers more variety than in stores, some folks are less inclined to risk buying at all if there isnât an easy way out if things go pear-shaped.
It gives consumers peace of mind and confidence in the brand. Brands can have their own policies for making returns easier - from adopting customer-centric return policies to implementing clear communication channels to streamlining internal operations - but the key is likely transparency throughout the process. Not only does this help turn first-time buyers into loyal customers but it also helps customers feel valued and trusted, and honestly, who doesnât want that.
Step 1: Assess Your Current Return Policy
Returns, refunds, and the occasional bit of confusion seems like an unavoidable part of running any business online. But whether youâre a new store looking to get things right the first time or a business thatâs got a few successful years under your belt and plenty more to go, itâs worthwhile pausing every so often to have a look at how things are working. Sometimes, the chaos of handling returns makes it hard for you to see where your processes could be improved, but itâs important to look at things from your customerâs perspective too. Something that might seem obvious or even convenient for you might not be the same for your customer.
The best way to do this is typically to look at how many returns youâve had over the last month, quarter or year and which categories they come from. Are there some product types that have higher return rates. Once you have this information on hand, start looking at why these products are being returned.
Is there any feedback from the customer that could indicate what went wrong. There may be something about these items that isnât immediately obvious such as having an inaccurate or incomplete description that leaves some details out. Or perhaps these products tend to run small and customers find their clothing doesnât fit them as well as they expected.
Start by identifying your baseline metrics - in this case, what percentage of your customers request a return. What do they say when they reach out. Often, this is all it takes for you to see patterns emerging in the returns process.
Customer feedback is invaluable here since unhappy customers tend not to shy away from telling us exactly what was wrong with their purchase. Take note of how long it takes for each return to be resolved and whether you think those timelines are realistic - both for you and your customer.
More or less. Once youâve made detailed notes about whatâs currently going on with your returns, start thinking about what needs changing. Youâll probably realise that there are some pain points in your returns process that even your customers havenât picked up on yet but these can significantly improve how smoothly and quickly returns are processed.
And while weâre still talking about measurements, take stock of how frequently each step in the return process is fairly completed and who does it - this will help you later when looking at what steps can be cut altogether or automated wherever possible. You might think about running your existing policies by someone else - maybe friends or other people in similar businesses who may be able to identify things youâve become blind to. A fresh set of eyes on something internal like this can be invaluable, and donât underestimate the insight an outsider can bring.
Step 2: Streamline the Return Process
I Suspect thereâs something about a straightforward returns process that says, âyou can trust me. â Itâs the confidence that comes from knowing youâre not locked in to a purchase you havenât had a chance to get your hands on. Online shopping, after all, is riddled with all sorts of variables - sizes and colours never seem to appear quite the same.
Even if you like what you see, sometimes it just doesnât fit in your wardrobe. That sort of unpredictability does nothing for buyer confidence. And then thereâs the ease of returning something. A streamlined returns process is so much more than âjust drop by our physical store for a refundâ.
If itâs as simple as dropping the package off at a collection point or scheduling a pick-up, and having it processed fairly quickly after that, youâre more likely to complete your purchase without worrying too much about losing out. While free returns arenât always possible, making refunds easy and quick can do wonders for boosting buyer confidence and increasing customer retention rates. Still, itâs important to remember that streamlining isnât a one-off task - there are lots of cogs and wheels turning behind the scenes that need oiling from time to time.
Assessing your companyâs return policy and processes every few months is key to maintaining or growing sales. Some businesses go so far as to let customers rate their experience with their orders - including how easily they were able to return any unwanted items. All these little things add up to what appears like an insurmountable mountain at first glance but often takes less effort than expected if kept simple from the get go. Streamlining takes time and repeated efforts but can work wonders for building brand loyalty in even casual buyers - especially if their experience with other sellers in the same space have left them feeling uncertain about buying online again.
Step 3: Enhance Communication with Customers
You know whatâs worse than a broken promise. A broken return policy - or no clue how to return something you spent half a paycheque on. And so often, retail brands get caught out with ambiguous messaging and poor communication - leaving frustrated customers struggling to reach someone who can actually help.
Letâs be honest - the key to earning customer loyalty goes beyond cute packaging, free stickers and thoughtful hand-written notes. That said, there are ways to keep everyone informed (and happy). In fact, it all boils down to communicating the returns policy clearly (and often) at every stage of the customer journey.
It seems like from browsing through your website (think pop-up banners or distinct icons that mention âeasy returnsâ or âfree exchangesâ) right up until checkout, and even after a purchase is made - nothing should be left unsaid. Returns policies need to be clear and accessible, written in plain English with steps mentioned up-front. Beyond just communicating everything up front, there are presumably other ways to provide additional support for those requesting returns.
For instance, you could set up an automated chat bot on your site with responses for specific FAQs related to returns requests. Or you could have the option for customers to email directly instead of waiting 15-20 minutes on the phone to speak with customer service (while listening to an automated message in the background that says âthis call may be recorded for quality assurance purposesâ). Some e-commerce brands have dedicated FAQs pages on their websites just for returns queries. At the end of the day, it comes down to treating your customers like human beings who want as much information as possible before spending their hard-earned money on your products.
At least thatâs what I would want.
Step 4: Leverage Technology for Efficient Returns
Online shopping used to be a fairly straightforward thing. You picked something, paid for it, and hoped for the best when it arrived. Now though, customers expect digital convenience at every step and that means returns need to work as smoothly as checkouts. Brands who can make the refund process feel as effortless as those same-day deliveries will be laughing all the way to the bank.
Returns are about more than just getting your money back. They're about feeling confident that youâre putting your trust in a brand who genuinely cares if you end up happy with what you paid for. E-commerce platforms today can do a whole lot more than just sell stuff.
It seems like using technology to streamline the returns process is one of the best ways to make shoppers - old and new - feel taken care of. Brands that make their returns processes efficient, intuitive, and easy to navigate are more likely to retain customers and have them coming back for more. Those are good business practices that all retail spaces - physical or online - could do with more of. Simplifying returns means meeting consumer expectations with an array of tech solutions that support faster turnarounds for refunds and exchanges.
Integrating user friendly portals or mobile applications with streamlined communication channels and tracking features ensures efficiency at every step of the process. That builds trust between brands and consumers because shoppers know whatâs going on at all times without having to be redirected or left wondering if their parcel has been received.
Third party logistics partners are also available for businesses looking to take things up a notch. It seems like thereâs no escaping technology these days but maybe thatâs not such a bad thing. In fact, itâs necessary for any e-commerce company hoping to build trust in their brand and long term relationships with their customers. Thereâs always the temptation to try doing it all by yourself but leveraging technological solutions can mean spending less time managing returns requests and spending more time scaling up your operations instead.
Step 5: Train Your Team for Better Customer Support
The old expression âteamwork makes the dream workâ has always irritated me. Too Kumbaya. Too group think.
It makes it sound like weâre in a kindergarten and someoneâs just put the blocks away, or everyone got their shoe laces tied up with zero incidents. But when it comes to customer support that dreamwork is necessary for a coherent returns process - especially with larger teams. Thatâs why proper training for your employees is paramount.
Teams need to be across your return and refund policies, but they also need the skill set to engage with customers, particularly those who are somewhat irate. A skilled customer service person will be able to diffuse a situation, and keep a focus on an outcome that is best for both parties. Keeping people happy, especially when they arenât isnât easy. It takes practice.
So teach your team and regularly role play situations where things have not gone well. I find most retail workers are uncomfortable confronting customers who are unhappy - they want to leave all that for management so they donât have to deal with their own discomfort at having an argument or disagreement with a customer. More or less. The more skilled you are, and the more knowledge you have about process, about what can be done, or how things can be resolved quickly and efficiently means angry customers can be turned around quickly.
I know how uncomfortable it is receiving that less than happy response from someone about a product or service. Training your team takes the emotion out of it and brings it back to finding solutions that empower both sides. The more confident your team is, the more unified their response and the greater your brand loyalty.