Ease of returns top priority for UK e-com customers: Report

The survey, consisting of 2,000 UK respondents, found that those with strong returns processes in place will also see a return on investment, with 61 per cent saying they would be more likely to exchange a product bought online than get a refund if exchanging was made simpler, according to data from delivery experience platform Sorted, which found that retailers who get the returns process right will reap the most consumer loyalty.

The data also revealed that 44 per cent would not re-order from an online retailer if they had experienced issues with their return process, and 36 per cent would be reluctant to reorder from those retailers failing to provide clear returns details.

The research also demonstrated a real hunger for proactive communications, with 77 per cent saying that getting timely updates on the progress of their return, refund or exchange would make them more likely to purchase from that retailer again. Additionally, a quick and simple refund process (42 per cent) and the ability to return via a local shop or a convenient location (26 per cent) was revealed as crucial for customers.

Consumer expectations were also identified, with respondents saying they are more likely to be lenient with smaller retailers when it comes to returns. Alternatively, over nine in ten believe it is important for large corporate retailers to have a seamless returns process (94 per cent).

“Retailers must learn that they can’t simply stop the brand experience the very moment an order reaches the customer's door, but ensure a seamless process is carried right through the customer journey. With returns now a major point of differentiation for brands, retailers - big and small - must invest in the full post-purchase journey in order to both attract and retain the modern customer,” said Carmen Carey, CEO of Sorted.

Fibre2Fashion News Desk (KD)