Papers

Making Returns a Competitive Advantage

The goal of this shopper research was to understand attitudes toward returns, the connection between the experience and brand loyalty, and opportunities for retailers to differentiate themselves in the returns experience By Narvar

June 6, 2017

The returns process is a critical part of any retailer’s post-purchase experience. Retailers say, on average, approximately 12%
of their online sales are returned.

As shoppers buy more online, they return more; nearly half of shoppers we surveyed returned an online purchase in the last year. The higher volume of returns and the reverse logistics required to process them will be a challenge.

However, this additional touchpoint in the shopping journey also provides an important opportunity for retailers to make a strong impression and keep customers coming back. We surveyed nearly 700 shoppers to answer several questions about returns:

  • How positively or negatively do shoppers view returns?
  • How do returns affect customer loyalty and satisfaction?
  • What do shoppers want in an easy returns process?
  • How often do shoppers buy items online intending to return them?

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