A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

With the height of the holiday “return” season just around the corner, Newgistics, a returns solutions provider based in Austin, Texas, recently released their consumer returns survey that should get the attention of marketers.

The survey found that 90% of adults who have shopped online or through catalogs cite a convenient returns policy as somewhat important, important or very important in encouraging them to shop with a new or unknown online or catalog retailer. In essence, a return policy becomes a front-end, acquisition consideration as opposed to back-end retention one. The survey also went on to reveal that 93% percent said a convenient return policy and process is somewhat important, important or very important when deciding where to purchase a gift for someone else.

The lesson? If 9 out of 10 customers weigh marketers’ return policies this highly, we need to make the information as clear, simple and accessible as possible in our one-to-one marketing.

Not surprisingly, easy returns also play a role in securing customer loyalty, with 89 percent of adults who have shopped online or through catalogs reporting that they are somewhat or very likely to shop with a direct retailer again if the return process is convenient.

Okay, so an easy and convenient return policy is a must, but what steps are marketers taking to capitalize on the one-to-one interaction with the customer? It only takes a little extra effort to build a better brand relationship

• Apologize –Remember, somehow the customer was not completely satisfied. Perhaps it was because the portrayal of the product wasn’t 100% accurate or it didn’t live up to expectations the advertising set forth. That is ultimately our fault so we should be apologetic.
• Ask the customer what you could have done better – Maybe the customer has suggestions that you could learn from (i.e., a sizing chart to better determine fit, enlarged or more accurate color options, better product descriptions, etc.).
• Be flexible – Relax your return policy to be accommodating. If it’s day 31 of a 30-day return time window, let it slide. Flexibility creates an inherent positive image toward your brand.
• Give them a reason to give you another shot – A discount off or free shipping on their next order.