Here’s the brutal truth: returns in eCommerce are inescapable. Online stores allow people to shop anytime, anywhere. But, product returns are higher than physical stores, making it difficult to navigate the world of online shopping.
As an eCommerce business owner, it’s critical to reduce product returns and maximise customer satisfaction. People read reviews and there are flexible payment options yet the gap between virtual display and actual quality is huge. But fret not, we’ll discover 7 foolproof ways to streamline the eCommerce returns process.
But, before that, let’s analyse the reasons behind eCommerce returns.
Why Are Customers Returning Shipped Items
As per an estimate, around one-third of products purchased online in 2020, were returned by global consumers. Product returns are stressful for business owners, forcing them to double their prices to recover the incurring logistic costs.
You need a solid strategy to not limit the customer’s ability to return, instead, reducing their desire by enhancing the buying experience. Returns in eCommerce are part of business and solving the problem requires careful analysis. Here’s a lowdown on the top 6 reasons buyers click the return button.
1. Sizing and Fit Issues
Gone are the days of window shopping, when we kept hopping from one store to another, checking to find the perfect size. Clothes, shoes, and accessories were privy to physical touch to assess their quality.
When the user clicks the “add to cart” button, there is no guarantee to match the item size and fit. Fashion brands struggle to manage returns in eCommerce as people tend to forego uncomfortable clothes. Plus, the quality gets degraded in terms of colours and stitching.
2. No Return Policy
This sounds strange but, it’s true, that the modern consumer prefers a robust return policy while purchasing a product online. They will abandon the purchase if the store doesn’t offer a return option or charges a fee to reship the product.
3. Damaged or Disfigured Goods
Returns in eCommerce happen a lot due to the arrival of damaged and low-quality products. The miscalculation occurs either at the seller’s end or during delivery. Such instances irk customers, prompting them to return the goods, leaving a bad impression in their minds.
4. Delivery Delays
Nobody likes lengthy shipping increasing eCommerce product returns. The hassle of waiting indefinitely for product arrival leaves a bad taste in the minds of customers. Last-mile delivery is a nightmare for e-commerce brands and consumers need to bear the brunt.
Global shipping relies on transportation networks like ships, buses, and aeroplanes. Any snag or delay in supply chain management can ruin the buying experience for the customer.
5. Incorrect Order
The customer receives the wrong items due to order swapping, making them forego the purchase. Likewise, the ordered list is incomplete and some items are missing, adding to their frustration.
6. Lack of Customer Service
After-sales services are important for 95% of digital consumers. They bridge the gap between the seller and consumer grievance redressal. In most cases, companies lack after-sales resources, meaning customers are left in the open about their product information.
They spend significant time chasing the customer care centre with half-hearted and no-response calls from the team. This is a major reason for damaging the long-term brand royalty. Optimisation isn’t a single, done and dusted thing, it’s a continuous marathon to win the trust of customers.
With that said, let’s explore the 7 critical ways to reduce returns in eCommerce.
7 Innovative Ways to Reduce eCommerce Returns
1. Dynamic Size Features
Listen carefully, brands! Ensure that the size guides are updated, easy to read, and accessible across multiple devices. The best eCommerce return solutions are dynamic size support. Your website should contain sliders displayed on the product, helping customers measure the item size.
Introducing virtual solutions will restrict customers from returning goods of improper sizes and prevent them from ordering multiple sizes of the same product.
2. Enhance Order Fulfillment
We admit it is tricky for eCommerce companies to manage logistical tasks as it takes significant effort and time. Even then there is no guarantee of getting it right the first time. However, improving order fulfilment can help you reduce returns in eCommerce.
Install automated solutions to build supply chain efficiency. RFID tags and laser scanners will help you track products in real-time. Tracking the multiple checkpoints is also crucial to maintain high operational accuracy.
3. The Real Deal is in Packaging
Billions of products are shipped worldwide and packaging differs from item to item. Damaged and broken goods kill the buying experience of customers. So, keep in mind the possible journey of a particular product and pack it accordingly.
Follow the eCommerce returns best practices like packing bubble wraps/double-lined boxes on fragile items. They need to withstand the long distance and the repetitive transfer to various distribution centres. Label your packages and put clear instructions for storage. If possible, change your delivery provider if the negligence is happening at their end.
4. Exchange, not Return
Sometimes, exchanging items is the best policy to eliminate returns in eCommerce. The longer, you make the customer wait for a return, the quicker they will shift to another retailer. E-commerce is a fast-moving industry and optimising the exchange route is your only way to beat the competition. Let them replace the item purchased and they will maintain the long-term relationship with your brand.
5. Invest in Detail-Rich Product Descriptions
Where does your customer land at the beginning of a buyer’s journey? Yes, it’s your website. Providing a seamless experience starts at the user’s screen. Almost 64% of eCommerce returns occur because the product looked different than the way it was described on the website.
Eliminate customer disappointment by:
- Creating accurate PDP descriptions.
- Creating concise paragraphs that offer a solution, instead, of listing the benefits.
- Follow the description with key product specifications and features. Use bulleted points for easy readability.
- Research customer reviews and amplify those points to create persuasive PDP descriptions.
6. Vivid Product Imagery
Optimise the customer experience of your site by investing in visually pleasing product images. Show multiple angles, colours, and situations, and offer a variety of images for a particular product. This will help you improve conversion rates and also ensure the customer isn’t surprised when the final product arrives at their doorstep.
7. Seamless Customer Experience
Many times, consumers return the product even if the quality matches their expectations. Why? Because they found it difficult to use or made certain changes that looked confusing. You have to make it easy for your customers to reach out to you.
Try incorporating live chat or instant messaging in addition to traditional phone calls, messages, and emails. Understand that customers want to feel their query is heard and addressed. A faceless brand without any personal touch is a nightmare making them return your product.
Finally, let’s shed light on the commonly asked questions for returns in eCommerce.
FAQs – 7 Proven Ways to Prevent Returns in eCommerce
What is considered a good return rate for returns in eCommerce?
All digital businesses have to deal with returns in eCommerce. The average rate is around 20-30% due to predictable reasons like sizing issues and buying multiple products.
How to handle eCommerce returns?
Analyse customer data and have a clear long-term return policy. Monitor and improve the process and reduce the return rate as much as possible.
What happens to eCommerce returns in online retail?
When goods are returned, they undergo a quality check to estimate the condition. Consumers reject the product due to various reasons and all returned items are not faulty. In such cases, they find their place on storage shelves.
Conclusion
All the above steps take time as returns in eCommerce are a long-drawn process. You have to analyse, adapt, and continuously monitor the customer buying journey. The goal is to help them achieve their objectives seamlessly to reduce returns. That said, start your journey today and unclog the logistical bottlenecks with Qodenext, your trusted ally in supply chain management.
