Research claims returns are the key to keeping customers

Delivery returns policy

Research claims returns are the key to keeping customers

Could your returns policy be costing you customers? New research by the MetaPack Group claims that over 83 per cent of shoppers would remain loyal to a brand or retailer that allowed for an easy returns service, and furthermore, most expect such a service to be free with more choice and convenience.

 
MetaPack’s research seems to suggest that now would be a good time to take a long, hard look at your current returns service and decide whether it’s good enough, as a good returns policy could be the key to retaining customers and brand loyalty.
 
The company, known as the leading provider of eCommerce technology for many delivery services, undertook the research to help find out what people really think about parcel delivery and returns processes, along with logistics, for retailers throughout Europe. With the majority of consumers expressing their desire for easy returns, the findings provide a compelling reason to offer a good returns service; giving you a competitive edge over similar ecommerce providers.
 

Consumer expectations are on the rise

 
According to the findings, more and more consumers are now expecting the same convenience, flexibility and price when they return an item as when it’s first delivered – and this is one common factor amongst a range of age groups and shoppers, regardless of how much time they spent shopping online.
 
A quarter of consumers still find it frustrating and difficult to return their online purchases, and out of these, 58 per cent were dissatisfied that the returns were not free, 51 per cent were unhappy with complicated returns procedures, and 46 per cent found dropping off parcels to be inconvenient.
 
MetaPack’s chief commercial officer, Kees de Vos, said in a recent press release: “Having lots of options is no longer a luxury – it has become a necessity. Returns are well-known to be a tricky area for online retailers. But returns should be seen as an opportunity to build brand loyalty and retention through offering convenience and choice and a positive experience to support future spending.”
 
He continued: “One option may be to look at services like Uber that could offer a flexible pick-up service as well as how expanding networks of click and collect sites can be utilised.”
 

So, what can eBay and Amazon sellers take away from this? The conclusion seems to be that consumers may end up taking their business elsewhere if your returns policies aren’t up to scratch, so it may be time to up your game.

Simon Wright

Marketing manager at Mail Workshop and Parcelhub - Optimising delivery experience.

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