January 11, 2007, 12:00 AM

Customer loyalty is one by-product of a convenient returns policy

89% of adult shoppers say they are likely or somewhat likely to shop with a retailer again if the returns process is convenient, according to the Newgistics Inc.’s fourth annual returns survey.

 

A convenient returns policy can translate into more loyal customers and increased sales for online retailers, according to Newgistics Inc.’s fourth annual returns survey.

89% of adult shoppers say they are likely or somewhat likely to shop with a retailer again if the returns process is convenient, the survey says. Conversely, 80% say they are not likely to shop again if the returns process is inconvenient.

In addition, 90% of direct shoppers cited a convenient returns policy as very important, important, or somewhat important in deciding to shop with a new or unknown online or catalog retailer, Newgistics says. And 93% say that a convenient return policy and process is very important, important or somewhat important when deciding where to purchase a gift for someone else.

“Retailers that recognize the value of returns as a critical touch point for consumers can actually benefit from the returns process as a competitive differentiator,” Newgistics says.

Newgistics based its report on a telephone survey conducted by Harris Interactive of 1,031 adults in the U.S. between Dec. 1 and Dec. 3.

 

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