If a retail marketer’s current customer segmentation is made without taking ecommerce returns data into account, then it’s hard to know what the real value of customers are, and segmentation and targeting decisions are thrown into question. Ultimately, this could mean that marketing effectiveness ends up well below its potential.
Is your ecommerce returns process preventing customers from returning items – and thus not returning to shop with you again? The answer might be yes. Returns provide the ability to drive repeat purchases, if done right. Make sure your returns processes support this, and don’t instead create non-returners.
Amid a growing reliance on ecommerce post-pandemic, returns are growing rapidly as well. Retailers that don’t analyze the impact won’t stand out from the competition and solidify customer loyalty. Although you must balance costs with customer satisfaction, it is possible to do both. Here are six steps you can take.