>>
Home / Knowledge / News / Apparel/Garments / 40% US online shoppers buy with intent to return: Report
40% US online shoppers buy with intent to return: Report
08
Jun '17
Online shoppers are buying to try, with the intention of keeping their favourite item and returning the rest. This trend called 'bracketing' is most common among millennials, high-income and female shoppers, says a recent report. With e-retail sales hitting $400 billion in 2016, the online returns process has become a critical moment for customers.

The bracketing trend is especially true for affluent shoppers and those under the age of 30, according to the report 'Making Returns a Competitive Advantage' published by Narvar, an enterprise-grade post-purchase experience platform. Narvar surveyed nearly 700 US consumers who returned an online purchase in the past 12 months to understand people's attitudes towards returns when shopping online.

There are over 75.4 million millennials in the US alone, and they make 54 per cent of their purchases online. As they buy more online, they return more too. Yet, retailers are not meeting expectations, with 48 per cent of millennials saying returns are a hassle. As many as 60 per cent of millennials admit to keeping purchases they dislike because they don't want to deal with the hassle of returning them, which is 18 per cent higher than shoppers over the age of 30, says the report.

Interestingly, high-income shoppers have similar perceptions and behaviours as millennials when it comes to returns. They are also 1.5 times more likely than the average consumer to return an online purchase. This signals a new opportunity for retailers to differentiate themselves by addressing consumers' desire for convenience, communication and flexibility in the post-purchase experience.

"An online return is a critical moment in the customer journey. Retailers have an opportunity to impress and delight customers, especially high-value segments like millennials and affluent shoppers. These are digital natives who treat returns as a natural part of the buying process and have come to expect convenience and transparent communication," said Amit Sharma, CEO of Narvar. "If retailers can meet these high expectations, they can use returns to improve customer satisfaction, inspire loyalty and fuel new revenue streams."

"As the study shows, most shoppers are frequently returning online purchases, while remaining loyal to brands if they have a positive experience. Retailers who want to remain competitive will find ways to reduce friction in the returns process, whether that's communicating more updates, providing more transparency, or offering free return shipping," said Sucharita Mulpuru, a retail industry analyst who collaborated with Narvar on the study.

Women, those under the age of 30 and high-income shoppers are most likely to 'bracket'. About 44 per cent of women surveyed have done this in the past year, compared to 30 per cent of men, while 45 per cent of shoppers aged 18-29 have done this in the past year, compared to 38 per cent of shoppers over the age of 30. Close to 48 per cent of high-income shoppers (those who make more than $100,000/year) have done this in the past year, compared to 31 per cent of the rest of the population.

The survey also found that consumers like returning online purchases in stores, and retailers who make this process easier earn a competitive advantage. Shoppers like to return items to stores because they get immediate credit back for their return and they can shop for other items while they are in the store. This is especially true for high-income consumers and shoppers under the age of 30. Nearly half (47 per cent) shoppers say that it is easier to return on online purchase to a store.

Millennials are even more likely to go in-store to return an online purchase. About 55 per cent say it is easier to return an online purchase in-store because they like to shop for other items on the same trip (38 per cent) or get an immediate credit (40 per cent).

Amazon's return process is complex, requiring shoppers to take more steps such as contacting the retailer for return authorization. However, the ecommerce giant also provides greater transparency into the process. As a result, Amazon shoppers rate their overall satisfaction higher. Shoppers who returned items to Amazon report higher satisfaction; 75 per cent gave the experience a 4 or 5 on a 5 point scale, compared to 70 per cent of overall survey respondents. This is in spite of the fact that more shoppers reported facing hurdles with Amazon returns, 41 per cent contact the retailer to get a return authorisation (compared to 28 per cent overall); 25 per cent need to find a different box or envelope (compared to 16 per cent overall), adds the report. (KD)

Fibre2Fashion News Desk – India


Must ReadView All

Pic: Anton_Ivanov / Shutterstock.com

Retail | On 27th Jan 2022

UK retail sales volumes fall at fastest rate in 11 months in Dec 2021

UK retail sales volumes fell by 3.7 per cent in December 2021, the...

Pic: Shutterstock

Textiles | On 27th Jan 2022

New train route links China’s Suzhou city to Milan in Italy

A new China-Europe freight train route has been started between...

Pic: Shutterstock

Apparel/Garments | On 27th Jan 2022

UN-WTO report underrates Bangladesh's RMG industry progress: BGMEA

The recent United Nations-World Trade Organisation joint report has...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Always best to produce under own supervision

Textile Industry, Head honchos

Textile Industry
Head honchos

Trainers faced immense challenges as most were not tech-savvy

Textile Industry, Head honchos

Textile Industry
Head honchos

Marry craft and utility

J Vargas,

J Vargas

With a vision to be the world's top tier textile manufacturer, Badjatex...

Shyam Gupta,

Shyam Gupta

Established by <b>Shyam Gupta</b> in 1978, Gargee Designer's (GD) offers...

Juan Pares Boj,

Juan Pares Boj

Textil Santanderina is a cutting-edge textile company located in...

Sachin Pendharkar, Dieffenbacher India Pvt Ltd

Sachin Pendharkar
Dieffenbacher India Pvt Ltd

Germany-based Dieffenbacher Group is a producer of high-quality composites ...

Dave Rousse, INDA

Dave Rousse
INDA

INDA, a global association of the nonwoven fabrics industry, has been...

Steve McCullough & Marco Weichert, Functional Fabric Fair & Design and Development GmbH Textile Consult respectively

Steve McCullough & Marco Weichert
Functional Fabric Fair & Design and Development GmbH Textile Consult respectively

Functional Fabric Fair is a trade-exclusive event showcasing the latest...

Kamal Khushlani, Mufti

Kamal Khushlani
Mufti

Based out of Mumbai, Mufti is a men’s clothing fashion brand. In an...

Seema Gujral, Label Seema Gujral

Seema Gujral
Label Seema Gujral

<b>Seema Gujral</b>'s designs for her eponymous label revolve around...

Abhishek Bajaj & Samiksha Bajaj, Samshek

Abhishek Bajaj & Samiksha Bajaj
Samshek

Samshek is a fashion forward tech brand which combines digital experience...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments

ESTEEMED CLIENTS

Puma
Restoque S.A.
OVS Hong Kong Sourcing Ltd.
IDH – The Sustainable Trade Initiative
Bluestem Global Sourcing Limited
Maceton Limited
Sateri (Jiujiang) Fiber Co.,Ltd
MAS Active / MAS Kreeda / MAS Bodyline
BIRLA CENTURY A DIVISION OF CENTURY TEXTILES AND INDUSTRIES
Gloria Jeans
Alison Hayes Romania
T.T. Limited
Sportswear Company Spa
Lisa S.P.A.
Helly Hansen Far East Ltd
Walmart
Rosset ;& Cia Limited
Groz-Beckert East Asia LLP
Chico’ FAS
International Textile Manufacturers Federation
J ;& P Coats
IKEA of Sweden AB
John Varvatos
PVH Corporation
Cat Tuong Real Estate Group Joint Stock Company
Lacoste (Wanchai)
Eastman Chemical Company
Deckers Outdoor (Guangzhou) Consultant Co., LTD.
Recron Polyester from Reliance Industries Limited
Gap International Sourcing Limited
Tommy Hilfiger
Truetzschler India Private Limited
Asos
Permoda(Koaj/Armi/Pronto/Bkul)
Gokaldas Exports Limited
Lifestyle
Abit
Target Corporation (MN)
Lululemon Athletica Inc
Vianney Textil Hogar S.A. De C.V.
Sportmaster Ltd.
Huntsman (Singapore) Pte Ltd
KIABI
Esprit Europe Services GmbH
Calvin Klein
Grasim Industries Limited
BIMBA ;& LOLA SL
Etam Group Strategy Hong Kong Limited
H;&M Hennes ;& Mauritz (Far East) Ltd
LC Waikiki
Green Fibre
Arvind Limited
Hirdaramani International Export Private Limited
Guess Europe Sagl,
SHAHI Exports Pvt Ltd
THE BOMBAY DYEING ;& MFG.CO. LTD
Vardhman Textile Ltd
Hela Clothing Pvt Ltd
Decathlon
Page Industries Limited (Bangalore)
Varner AS Retail
Tory Burch Hong Kong Ltd
The LYCRA Company Singapore  Pte. Ltd
Benetton Group
Phong Phu international JSC (PPJ)
Splash
Aquarelle Clothing Limited
The Top Form Brassiere Manufacturing Company Limited
BIANCA
Sainsbury's Argos Asia Limited
G-Star Raw C.V.
Babyshop
Rayonese Textile Inc., Division de Culp Inc.
Alix Partners
Gatsby Africa
Landmark Group
Brandix Lanka Limited
Amazon China
Under Armour Global Sourcing Ltd
HYOSUNG CORPORATION INDIA PRIVATE LIMITED
Midas Clothing Limited
C;&A Sourcing International Ltd
Lenzing Aktiengesellschaft
KAS Direct Sourcing
Seasalt Limited
Boardriders Asia Sourcing Limited
TESCO INTERNATIONAL SOURCING LIMITED
Tchibo GmbH
Desigual - ABASIC, S.A.
Reiter India Private Limited

January 2022

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search