State's Return Procedure and Post-Return Guidance (InfoGraphic)
In the wake of the coronavirus pandemic, businesses have been forced to reevaluate their supply chain strategies. One key lesson learned is the importance of a robust, agile, and resilient supply chain [1]. This extends to the returns policy as well, with retailers recognising the need for a customer-friendly and hassle-free returns process.
To achieve this, retailers can make their return policy clear, accessible, and straightforward. This approach helps avoid negative customer experiences and potential social media backlash [1][3]. Here are some strategies that can help:
- Easy to Find and Understand: Place prominent, easy-to-read links to the return policy on both desktop and mobile sites. Use simple, non-legalistic language and avoid hidden details so customers know exactly how returns work before purchasing [1][3].
- Clear and Reasonable Deadlines: State these deadlines prominently in bold to manage customer expectations and speed up returns without confusion [1].
- Specify Refund Options: Whether customers will get a refund, store credit, or exchange should be made clear, balancing customer satisfaction with business cost-management [1].
- Seamless Return Processes: Features like online return portals can reduce friction and improve convenience for customers [3].
- Avoid Dark Patterns: Confusing or manipulative tactics, such as hidden fees or nagging prompts during the return process, should be avoided to maintain trust and respect [2].
- Consider Returnless Refunds: For certain cases like low-cost items or repeat customers, returnless refunds (refunds without requiring product return) can increase customer satisfaction and loyalty while saving return logistics costs [5].
- Transparent Enforcement: While enforcing reasonable limits behind the scenes, it's crucial to maintain a positive brand image without misleading customers publicly [4].
By combining transparency, ease of use, flexibility, and fairness, retailers can minimise customer frustration, reduce negative social media exposure, and potentially boost sales through increased customer confidence in their returns policies [1][3][5].
In addition, brands must ensure their products are delivered safely and on time, especially during the pandemic. A high-quality product can reduce the number of returns, and customers now expect a hassle-free returns policy [6]. With 71% of consumers expecting personalized and frictionless cross-channel experiences, a robust, customer-friendly returns policy is crucial for a company's future success [7].
The pandemic has also highlighted the importance of supply chain lessons, such as flexibility, resilience, and adaptability. Business leaders are discussing how to meet the growing demand for delivery while ensuring driver, customer, and delivery safety [8]. Companies can no longer refuse to take products back or make the returns process difficult for customers [9].
In the contemporary world, omnichannel fulfillment is the foundation of retailing. Delivery has become a necessity as the general public transitions away from crowded public spaces [10]. Poor packaging design can cost a company millions in the global supply chain, making it a product's first defense and a customer's first impression [11].
In conclusion, the coronavirus pandemic has underscored the need for a customer-friendly and efficient returns policy. By focusing on transparency, ease of use, flexibility, and fairness, retailers can not only reduce customer frustration but also boost sales and customer loyalty.
When redesigning their supply chain strategies in response to the coronavirus pandemic, retailers should consider implementing an omnichannel fulfillment system that extends to their returns policy, ensuring a seamless shopping experience for customers, especially in lifestyle, home-and-garden, and shopping categories [7, 10]. A hassle-free and customer-friendly returns policy can align with consumers' expectations of personalized and frictionless cross-channel experiences [7].
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