Marketers should embrace returns as a key touchpoint to enhance customer experience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 21, 2020, 1:42 PM UTC

Making return policies easily accessible and offering free returns can improve customers’ return journeys.

This piece recommends retailers should use returns as an important asset in the buyers’ journey to ensure good customer experience and gain loyalty. They should not consider returns as customers’ “wardrobing” behaviour and treat them as a part of the “browsing and buying” experience.

Businesses should leverage customer and product data to understand buyers’ behaviour and offer them tailored recommendations. Analysing data can help retailers gain better insights on the reasons behind returns and problems faced by customers during their return journeys.

Marketers should share product return data across departments to align them in their return strategies. It can further enable brands to build a business case for returns and create a comprehensive business strategy. 

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[18 minute read]