Marketers should use the returns process to gather customer feedback

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 23, 2019, 6:49 AM UTC

Repeat returns also show that customers are comfortable in spending money with a brand.

The product return process is a vital element of the customer’s purchase journey and marketers should take advantage of this opportunity to collect feedback. During the returns process, customers can provide feedback to highlight concerns like improper sizing, inaccurate product descriptions and misrepresentative item images.

Marketers must note that “serial returners” are indicative of customers being comfortable in buying from a brand. Additionally, returns made by these shoppers per order will eventually reduce as they improve in identifying their preferences. This will result in reduced returns while retaining loyal customers.

A factor that leads to increased returns is a brand’s conversion tactics which drives consumers to make impulse purchases. This push to drive sales leads to consumers buying products that are “basket fillers”, which were bought only to be returned.

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