For many people, returning a parcel feels like a tedious chore that you squeeze in between other things. Yet the way you organise your returns process is very important. This can have a significant impact on whether a customer makes a repeat purchase. If your returns process is difficult and involves many steps, customers are less likely to return to you.
Many online shops still view returns as a nuisance to be avoided as much as possible. They try to reduce the number of returns by making the process complicated: long forms, high return postage costs, or a label that the customer has to print themselves. In the short term, this seems to work, as the number of returns does indeed fall. But in the long term, these online shops lose customers to competitors who do make it easy.
A good example of how things can be done differently is Monta. As a fulfilment partner for hundreds of online shops, Monta sees every day just how important a smooth returns process is for customer satisfaction.
Consumers pay attention to your returns policy
Many people check the returns policy on the website before making a purchase. This is particularly common when buying clothes, shoes and electronics. A clear and straightforward returns policy helps build customer confidence and makes it easier for them to place an order. Your returns policy is therefore not just something that comes into play afterwards; it influences the decision to buy.
A stricter returns policy often seems better for the retailer. Yet nothing could be further from the truth. Customers who have a frustrating experience with a return often leave a negative review or tell their friends and family. This means repeat purchases won’t be made, and you reduce your chances of attracting new customers.
The benefits of streamlining the returns process
Online shops that simplify the returns process benefit in several ways. Customers have greater confidence in the process and may, for example, order multiple sizes or variants, knowing they can easily return items if necessary. This can increase your average order value.
A smooth process also provides valuable insights: by analysing why customers return items, you can identify issues with your product range, sizing or product information. Returns are therefore not just a cost, but also a source of information.
How to make returns easier
A few simple changes can make a big difference to the customer:
- Provide a clear, ready-to-use returns label so that the customer doesn’t have to print one themselves or search for an address.
- Give customers plenty of time to return items, at least fourteen days.
- Process returns as quickly as possible so that the money is back in the customer’s account promptly.
- Communicate clearly about the status of the return, for example with a track-and-trace code.
- Consider offering free returns for product categories where customers are often unsure, such as clothing and shoes.
These changes may cost money, but in the long run they result in more satisfied customers. And satisfied customers come back.
