How to balance customer experience and returns in ecommerce

The boom in ecommerce has transformed how we shop, but it’s also brought a pressing challenge: managing product returns. Retailers must find the right balance between keeping customers satisfied and protecting their bottom line, making returns a key factor for building customer loyalty.

Ecommerce returns: The challenge of keeping customers happy and profitable

The global ecommerce market is rapidly growing, projected to rise from $6.3 trillion in 2024 to $8 trillion by 2027. However, this expansion led to a surge in product returns, with 30% of online purchases returned compared to just 8.89% in physical stores. The financial impact is significant, with an estimated annual cost of $400 billion in the United States alone.

Recent statistics show that:

• The average return rate for ecommerce is estimated at 20-30%.
• 60% of returns are due to fit or quality issues.
• 75% of customers expect free returns.
• 35% will only shop from retailers with generous return policies.

Returns are crucial for several reasons. A smooth and hassle-free return process boosts customer satisfaction and loyalty, while a difficult return experience leads to negative perceptions and lost business. 

This creates a challenge for brands to balance customer satisfaction with profitability. While these goals are not mutually exclusive, achieving both can be difficult. Many brands now use digital technology to simplify returns while ensuring customers feel positive about the process remains essential.

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My personal experiences with ecommerce returns

Recently, I’ve made several returns as an ecommerce consumer, highlighting the importance of good return processes. In the past month, I returned six orders — more than I had in the previous two years. Some experiences were bad, while others were satisfactory or mediocre.

Troubles with a faulty purchase

One particularly frustrating experience involved purchasing a photography light kit from a well-known online retailer. Upon arrival, the lights blinked instead of staying lit. When I contacted customer support to initiate a return, I was informed that I needed to email a product specialist for troubleshooting before receiving a free shipping label. Alternatively, I could return the item for store credit but would have to pay for return shipping myself.

Given the size and weight of the light kit, I opted to contact the specialist. After waiting 10 days without a response, I called customer support again and spoke to a representative who promptly sent me a free return label without asking any questions. Eventually, I received an email from the product specialist who had been on vacation during my inquiry.

The convoluted process and lack of communication left me frustrated, leading me to decide against future purchases from this retailer.

A hassle-free return experience

In contrast, another return experience was seamless. I ordered a sweater that arrived with incorrect sewing. The retailer partnered with a brick-and-mortar store, allowing me to print a free return label and drop off the item at the partner location without contacting customer service.

This smooth process made me more likely to continue shopping with the retailer, even though I wondered how their generous return policy affected their profitability.

A case of technical support delays

Lastly, I ordered a product that required connection to an app and online platform. After struggling for 30 minutes with setup errors, I turned to the chat feature for assistance, but the responses lagged significantly. Eventually, the virtual assistant identified an incompatible setting after reviewing my configurations and suggesting a hard reset.

While I was relieved to resolve the issue after an hour of troubleshooting, the experience was anxiety-inducing due to the delayed responses and unclear communication from the virtual assistant. On a scale of 1-5 for customer experience, I would rate this a 3, reflecting a neutral experience that doesn’t inspire loyalty.

The role of technology in return processes

As ecommerce continues to grow, effectively managing and reducing returns will be crucial for online retailers to maintain profitability and customer satisfaction. The challenge is balancing customer-friendly return policies with the financial impact of returns. 

Many brands are turning to digital technology to streamline the return process. However, as seen in the complex return example, it’s essential that these technological solutions enhance rather than hinder the customer experience. Virtual assistants and chatbots can be useful, but they must ensure clear communication and timely responses. In the future, as virtual assistants become more advanced and able to understand frustration, technology may take on a more empathetic approach.

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Tips for effective returns management

To address the growing challenge of returns, online retailers should consider the following approaches:

• Provide clear product descriptions and accurate imagery to reduce returns caused by mismatched expectations.
• Offer size guides and virtual try-on technologies for apparel retailers to address fit issues.
• Partner with brick-and-mortar stores for easy drop-off returns, as demonstrated in the positive return experience example.
• Implement efficient troubleshooting processes to resolve issues without requiring returns.
• Train customer service representatives to handle return requests promptly and empathetically.

Managing ecommerce returns: A key to customer satisfaction and brand loyalty

Effective returns management will become more important as the ecommerce market grows. Retailers must find innovative ways to balance customer satisfaction with profitability, potentially through:

• Using data analytics to predict and prevent returns.
• Developing more sustainable return processes to reduce environmental impact.
• Implementing AI-powered chatbots that can provide instant, accurate assistance while maintaining a human touch.

Turning returns into an opportunity for building customer loyalty is crucial in the competitive ecommerce landscape. By focusing on clear communication, efficient processes and customer-centric policies, returns can become a competitive advantage, fostering loyalty and long-term success.

The post How to balance customer experience and returns in ecommerce appeared first on MarTech.

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