Cloud-9 to Snakebite@99
Shammi Dua
SCM, Retail, Ecommerce, Sales & Distribution, Logistics Expert | Visiting Faculty | Thought Leader | Mentor | IIM-Mumbai
Virtual Shopping Carnival! Great discounts, widest range to select from…and my son, who visited the e-com retailer with much pomp and joy, is catapulted to the Could9. All he needs to continue to stay there is my consent (read credit card CVV). Thereafter, starts the romantic liaison with the e-com site. He avidly checks on the delivery status during online-class breaks and sometimes during the class too. In the offing, though, is a heart-break…an intense emotional outburst akin only to getting bitten by the Snake@99 in the board-game of ‘Snakes & Ladders’.
The product delivered was not in good condition and not matching expectations. My son’s dalliance is over, but I do not intend to stay quiet. I promptly booked a ‘product return request’ on the platform and eventually got my money back. It would next be the turn of the much-cursed seller to be bitten by the Snake@99, as I revengefully punched in an acrimonious 1-star review peppered with choicest lexicon.
In the above incident we have not just two, but many more disgruntled parties. No, I am not referring to my wife ??. The seller, e-com platform and logistics service provider are also peeved. Remember, the grand objective of the carnival was to spread happiness…what could all the actors have done differently to avoid the snakebite@99, popularly known as RTO (Return to Origin)?
More than 30% of on-line sales face RTO in India. This is much higher than international standards, and notably erodes profit margins. This reminds me of an old Hindi-idiom ‘Khaya piya kuchch nahin, glass phoda barah anna’.
I perceive the e-com platform as the ‘conductor of this symphony’, who therefore carries the onus of driving the marketplace rules and obligations of the sellers, logistics and other service partners. I enumerate below what the stakeholders could (together) do differently to reduce RTO.
Seller and e-platform must not only attract e-shopper to the wares but also reinstate trust right from order placement up to satisfactory delivery.
The idea is to help shopper make a wise, calculated decision that she owns through the purchase cycle…and does not change her mind before product delivery.
If you are aware that your price is higher than other sellers, you must magnify the reasons for the customer to buy from you.
For select products (fragile, high value), it is important for seller to talk to customers before dispatch to reconfirm her interest.
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Seller may choose to not service certain upcountry PIN-code customers, if your courier partner is not having a strong network there.
All the stakeholders here have high stakes, and therefore must do their part well, on-time every time. Every customer & each shipment is important!
Do share your feedback below, and let me know which Supply Chain topic/issue you would like me to cover in future articles.
…?Let’s Unravel our Tessellations!
All views expressed in this article are my own and do not represent the opinions of any entity whatsoever with which I have been, am now, or will be affiliated.
Head -Group IT Applications at Tata International Limited
3 年The expectations for the customers need to be set right. In most cases the pictures displayed are totally different from the actual delivery leading to discontent. Can help reduce RTO
Retail & E-commerce CXO | Intrapreneur | Advisor | Fractional CXO
3 年Nice Read, Shammi. While the points you mentioned are very valid for reducing customer returns, actual returns due to dissatisfaction with product for most etailers are single digits, with COD declines being the largest reason for RTO. Selectively limiting COD by category, order value, pincodes and customers, timely updates, as well as incentives for prepaid, basis history and economics certainly help in varying degrees for different categories. One point I differ on is that logistic partner does not lose with RTO, but instead gets 2-way charges (which are usually larger than the cod cost), and hence must be closely monitored for delivery attempts, and timely checking with customer basis non-delivery report is very useful in reducing RTO.
Consultant : Logistics and Supply Chain
3 年Very interesting with good insights for minimising RTOs. Thanks?
COO at DIC India Limited
3 年Thanks for sharing
PMI I Unilever | HUL | P&G
3 年An interesting and insightful read Shammi. Thanks for sharing.