Ecommerce Returns

Traditionally, marketing divisions are given large budgets with the purpose of acquiring attention, gaining brand loyalty, and driving sales.

However, with this strategy as a primary focus, companies often forego the necessary details to execute a successful delivery and returns journey.

So… effective marketing drives consumers to purchase but, when the sale doesn’t go as planned, and a return needs to be executed, the inefficient returns process will generate the dreaded negative feedback and loss of a customer.

After some extensive analysis of product value, we are pleased to see an upward trend of companies understanding the value of spending a little more time ensuring the slick and frictionless delivery and returns journey that consumers are looking for.

Happy customers equate to long-term consumer retention - Isn’t that what we all want?

The very talented Tiffani Bova, Global Customer Growth and Innovation Evangelist at Salesforce, presented critical data speaking to the importance of shifting your focus from products to customer experience. (In the supply chain world, we translate that to Great delivery and returns = a positive customer experience.) Bova found that consumers are now placing the importance on experience vs. products 84% of the time; raising as high as 90-95% in the next 3 years.

Presenting such tangible and quantifiable data means that you can drive strategy on the back of actuals - no pixie dust and unicorns needed!

Studies show that the growth of a business that has a premium customer experience will grow 4-8 times faster than those in the same industry who don’t.

For business owners and investors, these are powerful numbers that directly impact a brand’s marketing initiatives, and supports the need for investment in best-in-class processes throughout the supply chain.

When we look at returns, most retailers and suppliers think it begins and ends with a sticky front end consumer portal.

When it comes to returns, the front end portal is the first step towards making your customer happy and creating the buzzworthy positive feedback all brands strive for; but, that’s really only part of the overall solution. There are other key aspects to returns that need to be asked and answered to provide a complete solution and experience. For example, what happens when the returns are Global and not coming back to your warehouse?

How do you manage and view all orders Globally and domestically? How close are you to the data when your customer decides to return it? How nimble are you at meeting the local customer expectation on carriers, label presentation, language, and expected credit times – by country? When goods arrive in warehouses around the world, or domestically, do you have an automated refund/credit process in place?

Fortunately, none of the above is too scary to deal with, and there are vertically integrated solutions available to support your next steps in winning the customer experience game. The following are some elements to take into account when deciding on the next steps for your returns portal and operational partners.

Front End Portals

In the last 12 months, private equity funds have poured millions into front end portals that are, for the most part, quite effective. The importance of a frictionless portal that engages with your customer is absolutely critical to a successful supply chain.

These days, people expect to receive personalized content, quality messaging, and a flexible, easy returns process. Leaders in the field such as Narvar and Loop exemplify those key elements that definitely make the difference – They make sure to offer the flexibility to work with any carrier you need and the operational partner you require.

Operational Partners

Operational control is imperative and it isn’t hard; that is if you work with someone that understands how to properly manage it. None of the major returns providers today actually operate and control their own warehouses, therefore, teaming up with an Operational Partner such as SEKO Logistics, removes the worry from the equation. We are experts in the field and we understand the requirements of handling returns, controlling operations, and, most importantly, the complexities of Cross-Border customs compliance.

Integrated Operational Platforms

Whether you’re an Australian company selling to the EU, a UK business selling to Israel, or a US business managing returns domestically, you must have a platform that manages all aspects of your reverse logistics through one version of the truth.

In SEKO’s case, our proprietary system, OMNIRPS (Returns Processing System) acts as a data hub for all things returns; such as label creation, processing, tracking updates, crediting, big data and customs compliance. With open API endpoints and webhooks for data, we make it extremely easy to work with the platform and increase your domestic warehouse systems via our single scan technology.

Sustainability

The next consumers coming through are very connected and well informed. As my 12-year-old stepson and 19-year-old daughter asked me about the sustainable/carbon neutral strategies in our delivery and returns, I began to think…

Look to options that allow you to sell in a market where it is possible to reduce your carbon footprint for our kids and their kids’ sake - every little bit matters. SEKO Logistics works with Bstock in the US and EU to onsell products in the market to reduce airfreight footprints where possible. Start building your plans now!

Data, Data, Data

We live in a data-driven world. Make sure either you or your partner have access to every touchpoint in your returns supply chain. From the time your customer drops off their return package at the local post office or courier partner, you are the owner of that stock.

That has implications for the buying team, the eCommerce team, finance, and supply chain. Make sure you have access to data as early as possible, and as live as possible, to ensure your business is making the right decisions on restocking SKUs, sizing updates, fit descriptions, and photos. This accuracy helps to ensure that consumers receive the necessary information and that fewer items get returned.

Returns Are Here to Stay

No matter what you do as retailers, you are going to have returns. Whether you embrace them as a marketing tool, expect them as part of your day-to-day business, or hate them with a passion, the fact is if you don’t already have the option of a best-in-class return, you are stunting the growth of your business. Ouch! Pull the band-aid off, step up, and get to work on owning this!

At SEKO Logistics we have a full product suite to manage eCommerce returns, Globally. We analyze your supply chain from the sticky front end to the boring part of customs compliance, and we are great at it! As part of your due diligence, make sure you reach out to a SEKO team member for an honest chat about who you need to talk to in this space to make the best decisions for your business.

Arm yourself with the right questions, answers, and team to make your supply chain as effective as it can be!

Related Resources

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