Question

Topic: Customer Behavior

Returns Analysis

Posted by Anonymous on 10/20/2009 at 11:54 AM ET 125 Points
We are constantly reviewing our returns and have done numerous things to try and reduce our refund rate but at present nothing seems to be working.

We have mannequinn shots on our site so customers can see how the garment fits and falls, all the garment lengths and we are looking at an application that will allow customers to share there purchase across a social networking outlet of there choice.

I am looking for any ideas that could help reduce these figures.

Thanks

Brad
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RESPONSES

  • Posted by Peter (henna gaijin) on 10/20/2009 at 12:07 PM Accepted
    Selling clothing online, I think returns will be part of the way of doing business. Size doesn't fit, clothing doesn't look good on the person, etc. That is why bricks and mortar stores have dressing rooms (and even they have returns).

    I do know some people who will buy things and return them often. And I have heard of stores who have tracked returnees, and placed some customers on a different (more strict return policy) because they have a history of returning an inordinate amount of products. If you think you have these customers, you could make returning a bit harder/more expensive. For example, if you currently pay for shipping back to you, have them pay for the return shipping. Of course, these changes could have an impact on sales from customers who aren't serial returners.

    You could also track the reason why people are returning and see if there are product issues that need to be resolved to reduce returns.
  • Posted by marketbase on 10/20/2009 at 1:10 PM Accepted
    Have to believe the economy might have a hand in the returns; buyer's remorse at spending $$ when family/home purchases (like food and medical) need to take precedence.


    jag
    MarketBase
  • Posted by Jay Hamilton-Roth on 10/21/2009 at 9:11 AM Member
    Do you have the technology to allow people to see how the garment will look on their body type (they enter body measurements)? That's the next best thing to trying it on at home...
  • Posted on 10/22/2009 at 7:06 AM Author
    Thanks
    For all help, at the Jay at the minute we use a standard mannequin shot to see ho the garment looks on falls on a realistic body shape. We are looking at introducing a free returns policy, but do you think that this may increase the number of returns rather than just give the customer a more stress free experience?

    Brad
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