Efforts to push purchases were once the considered ‘the end result’ of the sales pipeline. However, savvy marketing departments are now prioritising the overall customer experience and addressing the changing needs of shoppers. Part of this means viewing ‘returns’ from a different perspective – because a good returns policy can turn unwanted purchases into brand loyalty. But when there are inevitable costs and time constraints involved from a retailer’s POV, it’s hard to think of returns as a ‘win’. So let’s look at several perceived ‘negatives’ associated with returns and consider ways to transform them into ‘positives’. Fact it that customers expect some basic facts from an online retail returns policy.
Returns: A Roadblock For Online Retailers?
About the Author: Katharine
Katharine is Head of Marketing Communications - EMEA. An avid shopper, Katharine is passionate about helping retailers understand the importance of efficient post-purchase communications. When she isn’t looking for the latest trends for our blog, Katharine loves discovering new restaurants in London.