Author
Tessa Stoppelenburg
Date
December 12, 2024
Category
Informative
Returns are an inevitable part of e-commerce, but not all returns are the same. Did you know that many returns come from problems that you can solve very easily, such as unclear product information or logistical errors? In this blog, you'll discover what types of returns there are, why they happen, and - more importantly - how you can reduce them.
In this blog, you'll read more about...
1. What returns are you dealing with?
2. How do you solve each type of return?
3. Take the first step towards improvement and get grip on your returns
📦 Advisory returns
Most webshops have to deal with advisory returns, which is a shame. Advisory returns are caused by incomplete content, product descriptions and poor advice from web shops. As a result, consumers are more likely to make the wrong choice and return a product.
🚚 Process returns
Process returns occur due to errors made during the processing, shipping or delivery of an order. This can happen, for example, when a product is delivered to the wrong address by the carrier. Unfortunately, you have less control over this type of returns because you often deal with external parties.
👟 Quality returns
Quality returns occur when the quality of the product is not good or the product does not work. Of course, it varies by webshop or product what can go wrong with a product. For example, a shop that sells washing machines will probably encounter more quality returns than a fashion shop, but often there are several possible solutions to avoid having to return the product.
🛠️ Warranties & repairs
Warranties and repairs are very difficult to prevent, because customers are entitled to a repair or product replacement if their product stops working within a certain period of time. However, you can analyze these claims and see if a product can be improved.
How do you solve each type of return?
By first figuring out which returns you're dealing with, you can then take targeted steps to reduce them. Below we discuss the fitting solutions for each type of return.
📦 Reducing advisory returns
Review the content on your website. Does it give a good description of the product, or do the products return frequently because it does not meet expectations? See what misconceptions your consumers have and clarify them in the product description. That way you avoid unnecessary advice returns.
In addition, you can make your product descriptions even clearer and more customer-friendly in several ways, by...
Incorporating customer feedback and reviews on the product page
Coolblue gives their products pro's and con's based on their consumers' user experience. This allows their customers to consider for themselves whether those pro's or con's matter to them, allowing them to make a well-considered choice.
Sizetrackers or chatbots providing guidance for the right product type or sizing
Faslet is an online sizing and fitting solution that, based on AI and machine learning, advises consumers on the correct sizing of their product.
🚚 Reducing process returns
Does something often go wrong during the processing, shipping or delivery of a product? If so, find out exactly where it went wrong.
- Are the wrong products packaged with the wrong order? Then it's a good idea to look at your warehouse management or speak with your fulfillment agency.
- Are products often delivered to the wrong address or too late, and is this mainly the case with a specific carrier? Then it's a good idea to talk to this party.
With the data from the Analytics panel within Returnless, you can find out which carriers perform less. This data helps you to start a conversation with the specific carrier, so that together you can look for a solution to the process returns.
It is also recommended to collaborate with several carriers. This ensures that:
- Customers can choose which carrier to return something with and whether they want a cheaper or more expensive label.
- Customers can return their package at multiple locations and they don't have to travel as far to return their package.
- You are not dependent on one carrier, giving you more flexibility to negotiate for a better policy.
👟 Reducing quality returns
The approach to quality returns differs per webshop and product. For example, an error message on a washing machine can be solved with a manual or a call to customer service, but a hole in a piece of clothing can often only be repaired. So make sure that you can offer a remote solution for as many problems as possible, for example a manual, tutorial or customer service. See what is possible with your products, but preventing a return is most beneficial for both you as a shop and the customer.
If a certain product returns very often because of defects or error messages, it is a good idea to discuss this problem with your supplier or factory.
Take the first step towards improvement and get grip on your returns.
Reducing returns starts with insight. By understanding and targeting the different types of returns, you can not only reduce your costs, but also increase customer satisfaction. Whether it's better product information, a tighter logistics process, or collaboration with your suppliers, every action gets you closer to a more efficient returns process. Start optimizing today, because every avoided return is profit for your customer and your business!
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