By Kristin Secreto, InComm Product Control
Time-consuming processes and the need for specially trained and/or dedicated returns counter staff can make returns a costly operational expense. Instead of what could have been a pleasant experience that led to repeat purchases, long lines and unclear policies can have consumers forfeiting the hassle of the returns counter, leaving the store with their hands in the air and unwanted, unreturned items in their shopping bags.
It doesn’t have to be this way. Returns don’t have to be the annoying cousin that you are obligated to invite to the family reunion. A slick return process will be a retailer’s strength — one more thing that encourages consumers to return to the retailer time and time again.
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The bottom line is that fair and streamlined return policies correlate with repeat and ongoing purchase behavior.
Returns are a yearlong concern, not solely isolated to increased shopping behavior during the winter holidays. According to data collected by InComm Product Control, returns as a percent of sales remains consistent through the year at 11% and only drops to 9% during the holidays.
By changing their perspective on returns and streamlining the entire process, retailers can find a new way to differentiate themselves among their competitors. Instead of an expense, returns can be a way to keep shoppers in the store and develop consumer loyalty.
A smooth and easy return process can also benefit the bottom line. By reducing shrink, which is always built into a product’s price, a retailer can pass along those savings, ensuring customers will be happy and satisfied.
Obviously, this all sounds great. But is it easier said than done? How can a retailer turn the returns counter into another positive influence on consumers? By embracing a seamless, omnichannel returns experience that makes both the consumer’s and the retailer’s lives easier.
Solutions available to address these challenges can limit employee training costs and mitigate losses. By reducing shrink and fraud, not only are you reducing overall cost, but you are also providing greater on-shelf availability. According to InComm Product Control data, about two-thirds of all resales after an item is returned happen within the first 10 days. The overall resale rate is about 30%.
Ideally, no product would ever be returned and every consumer would receive the perfect product. But that is never going to be the case. Returns are a necessary part of the business that every retailer should be ready to handle.
Instead of fighting to recover lost value, change your thinking and promote future value and sales through your returns counter. Show your customers that you value their time, experience and satisfaction.
They will thank you by coming back through your doors again and again and again. …
With more than 20 years of experience in account management in software, hardware and Internet technologies, Kristin Secreto is the Vice President, General Manager of InComm Product Control, a product lifecycle tracking solution that enables retailers and manufacturers to make smart and timely decisions about product logistics, sales and returns.
