Making Returns a Competitive Advantage

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?