Return Policy

I used to think that customers only returned items to the store because they were unhappy with the items. Not always true, I've learned.

I've noticed the shopping experiences of my wife for the last 7 years, she will buy several items with the intent on taking them home and then deciding which ones to keep and which ones to return.

At first I thought this was an unnecessary chore, until I watched how this helped her and enhanced her shopping experience and satisfaction with the items she kept. As a matter of fact, I have bought items in different sizes at times recently when doing some home repairs, with the intent on returning the items I did not use.

How you handle the customer that returns items, for whatever reason, will add or subtract from your overall image and is an essential part of your Word of Mouth Marketing. From my email this week:


Returns Experience Has Big Impact on Store Perception

A superior returns process plays a significant role in influencing customer perceptions of a store or company, the latest survey from Opinion Research Corporation on holiday returns suggests.

A study of 1,018 respondents revealed that 94% encountered no problems during their most recent return experience. Further, 95% of respondents who returned goods indicated a likelihood of shopping with the store or company in the future.

"It is imperative that retailers keep the returns process as efficient as possible, as a shopper's experience with customer service often has a huge impact on their perceptions of the store," said Linda Shea, Senior Vice President and Global Managing Director of ORC'S Customer Strategies Practice.

The study also found that those in higher income brackets were much more likely to make returns than those with an income of under $25,000 (20% vs. 7%). Additionally, 15% more customers came away with an overall better impression of the store or company after their returns experience than a worse impression (18% vs. 3%).

"During the holiday season retailers have a great opportunity to expand—or decrease—their customer base," said Shea. "In many cases, the returns experience in particular is the customer's first interaction with the store, so keeping shoppers satisfied will impact both their likelihood of returning and, ultimately, store revenue. With 95% of respondents saying they'd continue to shop at a store after a satisfactory returns experience, our study clearly underscores the significance of getting the process right."

(Source: Retail Merchandiser, 1/17/08)

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