As an e-tailer, it’s only natural that you should concentrate your efforts on sending orders to your customers. However, it’s equally important not to neglect e-commerce returns. In fact, good management of e-commerce returns is essential to offering consumers a quality post-purchase experience. That’s right, 66% of French Internet users find out about product return conditions before ordering online.
With more and more retailers adopting omnichannel management of their businessThe organization of returns has become crucial. The multiplication of sales channels means that merchants have to be extremely vigilant about tracking and logistical follow-up of orders. If there is the slightest problem, they need to be proactive in communicating with buyers to avoid disappointing them.
How do you set up an effective e-commerce returns management system?
Here are 4 tips:
1 – Offer free returns.
Today, 90% of consumers ask for free returns on products they don’t want to keep. Offering free returns is therefore an excellent way of engaging your consumers without slowing them down in their purchasing journey. What’s more, you need to be in line with the policies implemented by your competitors, or stand out from them. If the brands in your sector offer free returns, it’s in your interest to do the same. And if they don’t, this can give you a competitive edge.
2 – Give your customers autonomy!
Let your customers edit their own return labels via your website. 60% of buyers prefer to be completely autonomous when requesting returns, according to a study by Alioze. And don’t forget to give your customers the option of choosing how they would like to have their returns sent, or how they would like to collect their exchange.
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3 – Refund your customers directly after sending the return parcel.
Consumers want their money back quickly, within 3 to 5 days to be fully satisfied.. Don’t wait until you’ve received and inspected the return package to initiate a refund. By refunding directly, you reassure your customer and establish a relationship of trust, increasing satisfaction and loyalty. The legal deadline for reimbursing returns is 14 days. ( Hamon law), but the commercial aspect must also be taken into account. A customer who returns a product must be treated with the utmost care. The longer you delay refunding them, the greater the risk that they will no longer order from your site. Some e-retailers, such as Amazon and Sarenza, reimburse customers as soon as they have entrusted their parcel to the carrier’s network, or once the return shipment has been confirmed.
4 – Communicate continuously with your customer.
The act of buying can be a particularly anxiety-provoking phase for consumers.. The returns phase represents a moment of loss of control. If consumers don’t receive any news about the package they’ve returned, they may not enjoy their post-purchase experience. So it’s vital to adopt a proactive communication approach at this key moment, and automatically notify the customer as soon as they’ve dropped off their return package of all the steps that will follow. Tracking and tracing the parcel is just as important when sending the order as when returning it.
A well-managed returns process by an e-retailer enhances the value of customer returns, by offering choice and services to its customers, in order to support them and offer them fast, practical and cost-effective return solutions. If customers are satisfied with their returns, and if promises and deadlines are kept, they won’t be reluctant to recommend you. Properly managed, returns can turn a customer into an ambassador for your brand.