从回报到留存：在增加收入和忠诚度的同时建立信任

The importance of operating a clear, straightforwardand user-friendly returns process Introduction:a growing urgency A clear returns policy is no longer an optionalextra for retailers and webshops. If shoppers areconfused about how to return an item, they are lesslikely to buy it in the first place. How a company manages returns is crucial to how itsbrand is perceived by the shopper. If the experience ispositive, they will be inclined to come back for more. Ifthe process is frustrating and cumbersome, people willshop around for a better one. And as well as making the shopping experience moreuser-friendly for consumers, a straightforward returnsprocess makes it easier for retailers to gain crucial dataabout their business. They can use it to transform theshopping experience and grow their revenue. This guide explores the five core components of agreat returns process. It then shows how importanta workable returns policy is for retailers of all sizes. Itexplains how digitalizing the procedure with a softwarepartner can help retailers get a clear policy in placequickly and build trust with shoppers. Five components ofa good returns process When it comes to crafting the right returns policy and process, one size will not fit all. Different sectorswill have different requirements. Different consumer groups will vary in their expectations. Nevertheless, there are five core principles that resonate across retail sectors. A good returns process should: Create a user-friendly consumer experience Improve operations Customers today have high expectations oftechnology. They won’t tolerate an interfaceor application that looks clunky or is difficultto use. Digitizing the returns process giveswarehouses advanced warning that a returnedproduct is on its way back. When items arereturned in store, they can be checked back inahead of their arrival at the warehouse. Withthe right insights, returns processes can driveoperational efficiency. Be seamless and integrated Part of making a returns process easy forthe consumer is making it quick andstreamlined. Any returns-related tech mustintegrate with the retailer’s book and printsolution to ensure that consumers can quicklyselect the return shipping option which worksbest for them. Be scalable A returns policy is essential. Retailersand web shops need one in place quickly.However, as they grow, they will need toevolve their process into one which includesmore automation. It’s vital to select returnssoftware at the outset which can grow with thecompany and provide greater functionality asrequired. Improve the shopping experience Collecting and analyzing data on returneditems helps retailers spot patterns and identifysolutions. If shoppers keep returning T-shirtsthat are “too big”, retailers can warn futurepurchasers that they may want to opt for thenext size down. If a particular product keepsmalfunctioning, this can be addressed inthe supply chain. The right returns platformcollates this data and makes it easy to analyze. Each of these requirements is best achieved by adopting a digital returns process. As the next section shows,creating a clear and easy-to-use returns process is no longer an optional extra. No return: doing nothingis not an option Creating a clear and user-friendlyreturns policy has many benefits: When shoppers seek to return items they’ve purchased,the retailer runs the risk of losing revenue. For some, thelogical conclusion might be to not give consumers theoption of returning purchases or making the process asdifficult as possible. Strengthens customer loyalty But such a decision comes at a cost. Some 67% ofshoppers check the returns policy before making apurchasing decision.If they fail to find one, or find itunsatisfactory, they are less likely to hit the buy button. Some 92% of consumers claim will buy again froma retailer if the returns process is easy.With astraightforward returns procedure, vendors maytake a hit on an individual item, but they couldwin over a customer for life. This creates revenueover the long term. Conversely, those that find thereturns process frustrating are more likely to taketheir business elsewhere. Put simply, not offering a returns policy is no longer anoption. It damages relationships with consumers andmakes people less likely to purchase. People today havehigher expectations of the online shopping experiencethan ever before. When they can’t find a customerexperience they like, they will shop around for a betterone. Increases sales Many shoppers see a returns policy as aguarantee that the retailer or web shopbelieves in its products. It increases trust in thebrand and gives shoppers confidence that theirdecision is not irreversible. They are morelikely to buy more as a result. Cuts down on customer inquiries If a returns policy is not clear on the web shop,retailers risk overwhelming their customerservices team with inquiries. Shoppers maygrow increasingly frustrated with the process,damaging the