Building An Omni-Channel Return Experience

Returns are part of retail, there is no getting around that fact.

This makes it strategically important to understand the "why" and minimize returns, but also increases the challenge of managing the customer experience. Finding the balance between a return policy that protects the retailer yet delivers a frictionless experience to the consumer is the goal.

More and more consumers are expecting flexibility and immediacy when purchasing a product. According to a recent article in the Wall Street Journal, Amazon will begin experimenting with 1-hour delivery in New York City this December.

These same consumers are also now expecting the same immediacy and flexibility when it comes to returns. Retailers that are unable to deliver this experience may soon find themselves at a significant disadvantage to more versatile competitors.

This means developing an omni-channel return policy should be a top priority for all retailers with fast problem resolution and multiple return options as the metrics to measure.

A positive experience for a customer with a return starts with clear communication of policies and access to information. Consumers want to know the rules and steps for a return. Frustration over getting this basic information will often sour a customer experience more deeply than needing to make the return in the first place.

Customers also expect options for HOW a return can be made.

• Did the customer purchase online? The customer may want the option to return the product to a brick and mortar store.
• How about making a return on a store purchase by sending it back? As complicated as that may be, there needs to be a simple process for customers to print return shipping labels.
• Can returns be made across the border? A customer may make a purchase in Canada but need to make the return in the U.S.

Make sure all the options are clear and easy to find on your website, which is the first place your customers will look.

Also keep an eye on social media, many consumers will go straight to Facebook or Twitter to express frustration with a product. Be helpful to clients at this “point of crisis” and make the return process work smoothly for them, with minimal friction.

A customer return is an opportunity to learn, improve, and demonstrate the value and trust of your core brand. Violate this trust and you may lose a valuable customer. Reinforce this trust, and gain a powerful competitive advantage.

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Peter Sobotta

CEO & founder of Return Logic

I like helping retailers understand and reduce returns.

• Amazon, Reverse Logistics, and the Andon Cord
• Obsess Over Customers
• 5 Metrics To Reduce Product Returns
• Measuring the Value of a Reverse Supply Chain

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Image credit: www.flickr.com/photos/markjsebastian -CC-BY