Now that the rush of holiday sales has subsided, it’s time to come to terms with another inevitable part of doing business: Product returns. Today’s savvy consumers expect that you will be ready, willing, and able to handle their unwanted or unsatisfactory items efficiently and without any headaches, a demand that can be even more challenging if you do most or all of your business online. The key to succeeding at returns is to understand the best practices involved in streamlining them so that both you and your customers end up satisfied when all is said and done.
Create and regularly update your returns policy.
Taking this step means that you, your staff, and your customers will all be on the same page when it comes to sending items back. Writing and prominently publishing this policy will accomplish the following.
- Inspire trust in your customers because they will know what to expect.
- Leverage that trust into increased sales.
- Help your staff understand and communicate the details.
Once you have laid this foundation, it will be easier to build your returns strategy on this solid footing.
Take advantage of multiple channels if you have them.
Let’s say that you also have a physical storefront in addition to your online presence. If you do, chances are good that many of your customers who live locally will prefer to have the option to give their merchandise back in person. This isn’t just good for them in terms of convenience; it represents a potential advantage for you as well.
That’s because whenever someone walks into your brick-and-mortar shop, you have another chance at elevating your brand in their eyes. Furthermore, you have an opportunity to close another sale that might or might not be related to the article they are returning.
Use your website to highlight your returns policy.
Sure, your digital identity is all about selling your wares. However, it should also be a place where you prominently publish important details, most notably your shipping and returns policies. People should not have to look for these details, nor should they find the information complicated or vague. FAQ sections and readily available, mobile-friendly contact data can transform buyer frustration into a completely stress-free experience. Visibility and clarity are key, and if you can find a way to allow the customer to initiate the returns process online, it’s all the better.
Add a pre-printed return label to the box.
As a consumer, have you ever needed to send a product back only to discover that your printer is out of ink? Yet you want to be sure that the article goes to the right place to guarantee that you get a replacement or refund without further delay. Wouldn’t it have been nice if the seller had included a pre-printed return label along with the item?
Now that you’re wearing your merchant hat, consider offering this courtesy to your shoppers. It reduces the potential snags of sending something back, even letting consumers have UPS or FedEx pick up the box from a predetermined location. The result will be a smoother experience for you and your customer as well.
Additionally, pre-printed labels reduce the chances that you will become the victim of fraud from a less-than-scrupulous buyer. This is because the labels can be printed with important data like the original invoice and SKUs that indicate exactly what you should be receiving back.
Offer free shipping and returns.
Providing this often expensive service might seem counterintuitive on the surface, especially if you are a small business owner. If you don’t think you can swallow the cost, consider instituting free shipping and returns for shopping carts greater than a set amount, perhaps $50 or $75. This mechanism also has the side benefit of encouraging buyers to spend a bit more just to qualify for this perk.
Set a time limit on returns.
Being concrete about this detail helps to protect you from customers who attempt to send something back several months or even years after they made the purchase. Therefore, be sure that your returns policy specifies a set time frame for returns. Many sellers decide to give people 30, 60, or even 90 days to get an item back to your warehouse. That being said, you might want to take some of these situations on a case-by-case basis.
For instance, let’s say someone wants to send something back a day after the limit has expired. Their reason for doing so involves a defect in the product. In that instance, you could agree to override your policy. In the end, your flexibility may even give you some added brownie points with your customer due to your understanding and willingness to listen to their individual needs.
An effective returns management policy can positively impact numerous aspects of your business. These include but are not limited to your inventory, supply chain logistics, customer service, and even your profits and losses. For these reasons, you need a merchant service provider who can provide you with a secure ecommerce payment gateway — one that supports your brand as well as the policies you have instituted. Once you have every piece of this puzzle firmly in place, you can look forward to faster and easier returns, a more relaxed staff, and happy customers.
