If you’ve been in business for any period of time, you know success (however defined) more closely resembles a knotted arrow than a straight one.
Such is the case with returns.
Returns don’t always inspire positive sentiments among retailers, with many believing they simply represent a loss of revenue. However, a lacking returns policy poses a more serious threat to revenue than any returned item. A strong returns policy showcases another facet of great customer service and could evoke a vote of confidence from shoppers looking for another reason to take the next step in the purchasing cycle.
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It’s important to note that automotive online returns have become more common in aftermarket ecommerce. According to UPS’s 2015“What’s Driving the Automotive Parts Online Shopper” study, 39 percent of auto parts shoppers return items compared to 27 percent in the 2014 study. Nevertheless, returns represent fertile ground for any retailer looking to build loyalty and drive revenue. Here’s why…
Consumers want to understand your returns policy before they buy, and simply having one isn’t enough. The UPS study shows that 53% of all auto parts shoppers took a look at an e-tailer’s return policy before making a purchase; up from 45% in last year’s study. Consumers consistently seek out return policies on company websites to review terms and conditions, ease of online and in-store returns, inclusion of a returns label, and if there is a penalty for returning an item.
The UPS study found that more than 86% percent of online auto parts shoppers prefer to return purchases in-store, up more than 11% from the 2014 study (75%). This is important because virtually all (93%) of these customers have purchased products once in the store. To capitalize on this potential revenue opportunity, you simply need to get customers in your store. Inventory management will ensure that you never run out of stock, either in-store or online. Effective supply chain management will allow you to combine your supply chains into one. By doing this, you can accept a return in-store for a product that was purchased online, positioning yourself for incremental sales.
Online-only companies should not fret. They also have tools capable of creating a customer experience that can drive loyalty. Including a return label in the shipment is a great way to ease the burden of a return. You could also include a coupon for a future purchase on that return label, essentially inviting the customer to visit your website the next time they want to buy a product.
An alternative is to enable customers to print a return label directly from your website. Once there, digital marketing tools can work wonders. You can see the items returning customers previously viewed and/or purchased. You can predict the products they are most likely to purchase, even though they sought simply to print a return label. For more cumbersome returns, especially larger items, you can improve the customer experience by helping them find a carrier to pick up the item.
When convenience is achieved, customers will reward you with loyalty. Returns give you that opportunity. Leave no stone unturned when seeking to please your customers.
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