How online retail is trying to get a handle on returns:
Shoppers may prefer to purchase from retailers that are environmentally conscious, but they may need help understanding the role their own returns play in contributing to pollution.For these reasons — economic and environmental — retailers are finding ways to reduce the extent of returns. Some are partnering with companies such as Happy Returns, which in April announcedlead by PayPal’s venture capital arm.
It’s a good first step. However, while these efforts will help reduce the financial and carbon footprints of returns, real change requires addressing the root cause of the issue: diminishing the chances that shoppers will receive something they don’t want. To do this, retailers can examine their online browsing and purchase data to identify the consumer behaviors that contribute to returns and head them off:. By limiting the number of free returns in a given period , retailers can encourage shoppers to rethink knee-jerk purchases.This seems like a no-brainer, but lots of online retailers lack images that display the goods in the context of their surroundings . Written dimensions are helpful, but shoppers won’t necessarily get out a measuring tape.
Kohl’s and Amazon, by partnering, are addressing some of these root causes. They may never get to the point of no returns, but if they continue to follow the shopper, they may realize the profit of diminishing ones.
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