The buy-online/return-to-store process is getting better, says new research
Retailers are mastering buy-online/return-to-store processes, says a new mystery shopping survey of returns by Chicago-based consultants The E-Tailing Group Inc. Just after Christmas, E-Tailing Group researchers visited 15 stores to return items they had purchased online in the first half of the month. "Overall it was a good experience," says Lauren Freedman, president.
The average return transaction took only 6 minutes, Freedman reports, with the longest time being 15 minutes at a Target store where the clerk had to call the Target Direct division to get the correct order numbers to process the return. Returns went smoothest when retailers had dedicated returns counters, indicating that personnel at those counters were trained in handling returns from online purchases. Biggest problems developed when store associates had to process the return, including a cashier at a Linens ëNí Things who told Freedman she could not issue a credit to her credit card, then was overruled by a manager. "Education is the biggest challenge, with staff turnover and seasonal employees," Freedman says.
She noted that in 20% of the returns, the packing slip that came with the product was not compatible with the point-of-sale system. In 47% of the returns, manager intervention was required.
To improve the return-to-store experience, Freedman says retailers need to pay attention to:
* Training store associates
* Establishing dedicated returns counters
* Including robust store locators with 800# and current store hours
* Making sure complete information for returns is on all paperwork from packing slips to online receipts
* Informing channel partners regarding in-store returns and requisite information
* Establishing an online information center with contact information, FAQs, guarantees, return policies and first-timer tips
* Developing a policy that the customer is always right
* Including impulse products, such as gift cards, near return counters to spur purchasing
* Promoting all channels in-store and online
* Employing flexible policies and friendly attitudes when encountering problems.
The E-Tailing Group returned purchases to: Barnes & Noble, Bed Bath & Beyond, Coach, Coldwater Creek, Crate & Barrel, Famous Footwear, Gap, Gymboree, Linens†`n Things, Nordstrom, Sephora, Sharper Image, Target, Wal-Mart and Williams-Sonoma.
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