by Sean Sherwin-Smith, Product Director Post-Purchase

We’re now only a matter of months away from the end of year sales bonanza, often called the “Golden Quarter” for retailers.

The bargains, price cuts and offers may grab the headlines on Black Friday, Cyber Monday and in the run up to Christmas. But the delivery and returns experience is what will separate the good retailers from the truly great ones.

It’s an issue that was highlighted in our recent report in partnership with DeliveryX, which you can download here.

44% of consumers expect flexible returns

As shoppers are encouraged to buy more goods in a short space of time, retailers are put under acute pressure. It’s a real-world, real-time test of their operations. But given the size of the commercial opportunities, most retailers conclude that the pain is worth the gain.

However, in addition to the increase in products going out of the warehouse, we’re seeing more and more consumers send them back the other way.  Whether it’s buyers-remorse or simply a case of multiple size ordering to try on at home, consumers now see returns as a critical element of the shopping experience. So much so that, according to the report, 44% of consumers expect retailers to offer a flexible returns policy during peak periods.

Five principles of successful returns

Depending on the sector 10%, 20% or even 30% of online purchases could end up being sent back during the peak period. If retailers fail to put a clear returns process in place, shoppers will be less likely to buy in the first place.

When it comes to crafting the right returns policy and process, one size will not fit all. Different sectors will have different requirements. Different consumer groups will vary in their expectations. Nevertheless, there are five core principles that resonate across retail sectors.

1. Create a user-friendly consumer experience - customers today have high expectations of technology. They won’t tolerate an interface or application that looks clunky or is difficult to use. A good returns interface makes it easier to offer exchanges, retaining revenue
2. Be seamless and integrated - part of making a returns process easy for the consumer is making it quick and streamlined. Any returns-related tech must integrate with the retailer’s book and print solution to ensure that consumers can quickly select the return shipping option which works best for them
3. Improve the shopping experience - collecting and analyzing data on returned items helps retailers spot patterns and identify solutions. If a particular product keeps malfunctioning, this can be addressed in the supply chain. The right returns platform collates this data and makes it easy to analyze
4. Improve operations - digitizing the returns process gives warehouses advanced warning that a returned product is on its way back. When items are returned in store, they can be checked back in ahead of their arrival at the warehouse. With the right insights, returns processes can drive operational efficiency
5. Be scalable - a returns policy is essential. Retailers and web shops need one in place quickly. However, as they grow, they will need to evolve their process into one which includes more automation. It’s vital to select returns software at the outset which can grow with the company and provide greater functionality as required.

Ensuring retailers deliver peak performance 

When it comes to ecommerce customer experience performance at peak, getting products to shoppers and offering them the returns processes they expect is critically important. It’s why we have launched a new category of software, specifically designed to meet today’s retail challenges head on - Delivery & Experience Management (DMXM).

DMXM offers a single platform spanning the entire post purchase experience, from the retailer to the customer’s doorstep and if necessary, back again. One that creates a better experience for the customer while helping retailers better understand customers and improve performance.

For more information on how to improve your processes ahead of the peak period, check out our Black Friday page. Alternatively, for more information, please get in touch with us to find out more.

Author

Author

Sean Sherwin-Smith

Post-Purchase, CX, and Sustainability Product Director

With 30+ years in final mile technology, product and CX, Sean has a wealth of knowledge and first hand stories to share, helping retailers understand the psychological, commercial and operational advantages that can be created in the post purchase journey. From the very early days of eCommerce, he has helped and advised retailers and carriers how to keep customers engaged after they have clicked the buy button and convert them into loyal brand advocates.