The customer is not always right.
“The customer is always right” is the mantra ingrained into retail for decades, but some online fashion and beauty retailers are taking back control over their returns policies to improve profitability.
The retailer also implemented proactive policies including try-before-you-buy initiatives — “fit assistant” and “style match” — to curb returns. But with the right tech platform, infrastructure and continuous customer feedback in place, will the impact of serial returners still be felt? Isolating individual customer data helps to identify these customers. “It is important for the retailers to track purchases and returns by customer,” said Karabus, “and when particular customers are returning more than a certain percent of their original purchases, they need to be communicated with to determine what the problem is and, at some stage, they need to be cut off,” he added.
“Customer-friendly return policies can drive customer loyalty and engagement. In a survey, we found that 97 percent of consumers say that a positive returns experience will drive them to purchase again,” cited Llewellyn. But backed by True Fit’s data, Murphy said “the impact of ‘serial returners’ is not all bad — since many of these ‘serial returns’ are by the most profitable customers with net sales [after returns] of 3.6 times higher than that of the average shopper.”
Do so with an informative set of content — including sizing, fit details and use instructions — while focusing on servicing the most profitable customers with incredible service, as Squire informed.
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