Six strategies to revamp returns

As consumers, we all want things to be simple, straight-forward and easy. That’s particularly the case when it comes to what we buy and – more importantly – how we return the items we don’t want. It’s so important, in fact, that unless returns are made easy, shoppers will not part with their money in the first place. This was one of the key findings from our recent study, conducted in partnership with DeliveryX.

The DeliveryX Returns 2024 report identified that 54% of shoppers see easy returns as very important. Moreso than retailers offering the lowest price or the quickest delivery. It’s so important that the ease of the returns process is a defining element of how a shopper perceives a retailer. Some 67% of shoppers admitting that a retailer’s returns policy influences how much trust they place in them.

Beyond the returns process, the report also found that the reliability of a retailer is important for two thirds of shoppers.

Shoppers expect returns to be easy

The message is loud and clear – shoppers expect returns to be easy. But retailers have to balance this clear consumer preference against the wider interests of the business, ensuring that returns don’t become the “silent killer” of their profits.

A digital returns process makes it easier for ecommerce companies to set the returns process that works for both their customers and the business.

Six strategies to revamp returns

nShift offers the following advice for retailers looking to revamp their return strategies.

1. Make the returns policy clear – operating a simple digital returns process gives shoppers confidence in the brand. It also makes it easier for the retailer to track patterns and work out why items are being sent back
2. Convert returns to exchanges – a consumer-friendly returns interface makes it easier for the customer to exchange the item they are sending back for something else from the brand or retailer. With the right returns software, ecommerce companies can automate the process of offering an exchange. nShift Returns customers typically convert 30% of returns to exchanges, helping retailers retain revenue
3. Don’t see returns as one-size-fits-all - Retailers can choose to offer free returns in-store but charge for items sent back in the post. Not only does it keep the costs of returns down, but it also drives shoppers in-store where sales teams can encourage them to exchange their item or make additional purchases. Alternatively, retailers can grant free returns to the majority of customers but introduce charges to those that regularly return.
4. Maximize returns data - manual returns processes make it difficult to gather information about items being sent back. But when the process operates digitally, it creates a wealth of data for businesses to analyze. This makes it easier to spot trends and patterns. Teams can identify and rectify common problems that are causing items to be sent back. This can reduce returns volumes over the long term
5. Respond with remarketing – emails about returns have significantly higher engagement rates than other retail communications. By weaving marketing messages into these emails, ecom companies can create additional sales opportunities
6. Drive customers in-store – a digital returns process makes it easier to give customers the opportunity to take their items back into the store. Here they will speak with a member of staff who can encourage them to exchange the item. The customer will also encounter additional products and marketing messages in-store

Download your copy of the report

An outstanding ecommerce customer experience joins the dots from the checkout to the customer’s doorstep and on to buying again - which is exactly what delivery & experience management (DMXM) can help with. It enables retailers to build brand loyalty, reduce costs, and increase revenues, with deliveries.

With DMXM, shipping and deliveries become customer experiences which surprise and delight shoppers, while reducing costs and unlocking efficiencies across warehouses and delivery teams. It helps make shopping easy and intuitive for customers, while yielding insights and intelligence to help retailers run a tighter business.

To find out more, download your copy of the DeliveryX Returns 2024 report or get in touch with a member of our team.

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.