Christmas – how to turn potential threat of returns into the opportunity?
Christmas and Santa are already on the nose, no surprise that Christmas is one of the highest seasons for all the eCommerce merchants. People tend to buy products for their beloved ones, friends, colleagues and themselves. Discounts are all over the place and that is completely understandable to increase the sales. But did you know that Christmas are also one of the highest seasons of products returns?
For some merchants it could be the highest season of nightmares, but for some it could be the season for the opportunity to attract customers. When we say about that customers could be attracted, we mean that gold for eCommerce stores are loyal customers. How to attract them and prepare? One of the solutions would be making attractive returns policy.
Here is the guide how to do that. Before you say NO to returns, there are some facts about returns policy and idea of how it can help your e-commerce business to grow.
– According to UPS 67% of eCommerce shoppers check online stores return policy before making a purchase. If they don’t like what they find, they abandon the ecommerce store.
– eMarketer survey states that 39% of holiday shoppers look for free returns when buying online
– As Craig Adkins, former VP of services and operations at Zappos once told: “Our best customers have the highest returns rates, but they are also the ones that spend the most money with us and are our most profitable customers.”
– ASOS, the UK retailer sends their clothes already with the bag of returns, that their clients wouldn’t start looking at other retailers and could easily get the best user experience from eCommerce store.
So should we learn from the best? We think yes, and here is a short guide and main points how to prepare return policy:
1. Make it clear!
Make it as clear as possible, every action, which would take time to be considered for a client, could create a bounce rate.
2. Don’t be shy about your policy!
Do not hide your policy and make it visible – plain and simple, probably you can add it separately next to “Terms and Conditions”
3. Do not do copy paste!
When you don’t pay attention, it may happen that you would need to take back the product from the client the same day he sends you an email – only because you copied whole text from another website and you didn’t take another look
4. Avoid scary phrases
The biggest uncertainty comes, when the clients see phrases “We are not responsible for”, “you are required”, etc. Make it plain and simple with the idea that you will handle everything for the client.
Returns may be your road to success, or road to losses, as all this highly depends on your strategy you set. You have to set perfect supply chain and organize your warehouse, that it wouldn’t bring any losses. But at any point, as the studies show, it could become your valuable asset for holding up the clients!
We wish you Merry and Successful Christmas!