Returns policies driving shoppers’ decision on where to buy, survey finds
Consumers are factoring retailers` returns policies into their purchasing decisions, and convenience is a key driver for most, according to the second annual consumer returns survey conducted for returns services provider Newgistics Inc. by Harris Interactive.
Specifically, 88% of U.S. adults who have shopped online or through catalogs say a convenient returns policy is somewhat important, important or very important when shopping direct versus in a store. 92% of direct shoppers are somewhat likely or very likely to shop again with a catalog or online retailer where returns polices are convenient, while 85% say they are unlikely to shop again with a direct seller where returns policies aren’t convenient.
But direct sellers making strategic use of returns policies would do well to do more than simply make them convenient, they survey found. When returning merchandise purchased online or in a catalog, 88% of direct shoppers polled are somewhat likely, likely or very likely to take advantage of a discount on the next purchase. 61% are likely to take advantage of the offer from the direct merchant even if it required an in-store visit, they survey found.
Returns policies also are affecting where consumers shop and their gift-giving habits, the survey found. 79% of online or catalog shoppers find the prospect of a merchandise return is very important or somewhat important in their decision to shop direct versus in a store. 75% say a convenient returns policy is important or very important when purchasing a gift for someone else.
Returns policies also affect “trunk time,” the time period in which a consumer hangs onto unwanted goods before retuning them to the retailer. The survey found 34% of direct shoppers have kept merchandise they knew they didn’t want for two months or longer before sending it back to the retailer. “A convenient returns process can lessen the hassle of making returns and encourage consumers to return merchandise faster,” the survey report concludes.
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