It seems obvious that a return/exchange policy is necessary. You never know if something will stand up to your expectations; as a customer, knowing the return policy is a bit like an escape route. You hope that you won’t, but should you need it, you want to know where the exits are and how to access them.
But, while serving the customer, ultimately, the biggest winner is the business: “return policies have [become] as much a marketing tool as a retail standard,” — NYTimes
Well, overall, a return policy is design to maximize profits. And, perhaps surprisingly, there are several ways to earn this result.
Obviously, the ideal is that customers would buy only what they want, and be pleased with the product! Maximizing that is, of course, a priority; but, there is more to it.
The rate of returns for online shopping is higher than "bricks-and-mortar" stores, and this is especially true for clothing & shoe categories. We will continue to see more and more "fit guides" and special apps to determine correct fit; it's worth it for retailers to develop tools that will help us shoppers get it right the first time.
Sometimes, a retailer will have limitations on what can be returned (like, no returns for items on sale) or online, items that might require a "restocking fee". These limits may deter someone who is on the fence from returning.
While an increased scope (i.e. what you can return) increases returns, the opposite is true for timeline: the longer the window to return, the less likely a customer is to return it! A University of Texas-Dallas study found that if a return window is longer (more like 90 days, instead of say, 5 days), the rate of returns goes down. Customers get used to having the thing around, they forget about it, or at a point just can't be bothered.
The right return policy can not only deter returns, but actually increase sales: a psychological trick that we don't anticipate at all!
If you think, I can always return this, it waaay lowers the barrier to buying it. Why not just go for it now becomes the mantra of store & customer alike. But is there truly such a thing as a hassle-less return? Do we really account for our time, energy, gas, and other activities we could be doing? Do we account for our own affinities & motivations?
One friend I have is delighted to run errands and has no problem with purchasing goods only to return them later. But me? No thanks. Dragging me back to a store to return an item takes A LOT, and if it is a lower price, I often put it off until it is too late or I just don't care anymore.
Online retailers are working hard to find truly low-hassle solutions for returns, to create the best of both worlds. Some clothing stores or big operators will include return labels and even account for returns when designing their packaging, so that it can be re-used on the way back.
Separating the returns counter from the checkout means that bright-eyed customers with their wallets open do not have to rub shoulders with disgruntled people returning the very thing they might plan on purchasing.
If the checkout process is swift & easy, the only memory you will likely have (regarding how it would be to return something) is that quick & efficient process. The reality — if you've ever been to the Best Buy exchange line, you know — is not quite the same!
Next week, we'll explore what it looks like from the customer side: how do we make choices to set ourselves up well in case a product purchase is a mistake, and how to advocate for ourselves if things go awry. See you then!
Somehow, impossibly, I travelled around the world one year ago!
I am deeply grateful to have taken a trip to Bangladesh when I did. I was at a stage of my life & business when the adrenaline had long worn off, and I was a getting a bit stuck in a cultural mindset trap: "I don't feel like doing this every day."
More details on that, I'll save for another day (or perhaps for a more intimate conversation!). But, let it suffice to say that my colleagues in Bangladesh do NOT operate from that mindset... it doesn't even factor into the conversation.
Being reminded of this, as well as seeing — in person — the inner workings and impact of the blanket biz on the production side... well, it was deeply regenerative for me.
If I had not visited in January 2020, I don't know when that trip would have taken place! Soooo thankful.
Here is one story of a woman artisan I met: Poli.
This season for dignify has challenged us with waiting. Blankets have been leaving our hands at the fastest pace ever (yay!) and we are trying to simply keep up. Add extra inconveniences & delays (from COVID, from customs checks, and more), and we have been really exercising our muscles in patience, trust, and gratitude.
Culturally, we are in a stage of waiting, as well. Waiting for vaccine rollout. Waiting for "normal" opportunities to return, for "normal" life to resume in our cities, our nations.