Partner Article

Get fighting fit for gift returns on Boxing Day and beyond

It’s retail focus week on Bdaily. Here, James Hardy, Head of Europe for online marketplace, Alibaba.com, gives his check-list for ensuring gift returns go smoothly.

The unwanted Christmas gift is an annual occurrence we can all relate to; whether it’s clothes that don’t fit, a toy that doesn’t work, or the wrong DVD, many of us will be left with Christmas gifts that need returning this year.

And with so many people buying gifts online now, taking items back isn’t quite as simple as heading to the high street armed with receipts on Boxing Day.

With data from Credit Suisse showing that up to 40% of clothing and between 5% and 10% of electrical goods bought online before Christmas are returned in January, online retailers need to think carefully about how they handle returns to make the post-Christmas period as stress-free as possible for everyone.

Meet customers’ expectations

Gift returns are an inevitable part of the present giving process, but you can minimise the chances that items bought at your e-store end up in the ‘to return’ pile by meeting customers’ expectations with your products. Give detailed, accurate descriptions on your website and make sure that accompanying images are representative, so the person who buys the present knows exactly what they’re getting… and giving.

Allow returns

This may seem obvious, but as most bricks and mortar stores will allow returns, the same should go for online retailers. People can be wary when buying gifts so knowing that the item can be returned easily will help encourage them to make the purchase.

Keep things clear

Be very clear about the exact terms and conditions of your returns policy. Do you have a specific Christmas gift returns policy? Can people get a full refund for unwanted items or just an exchange or credit note? How long do people have to return items? Are there different policies for returning damaged or just unwanted goods? Display your returns information clearly on your website and also include it on receipts and in the package when you send the items out.

Be sure to use clear friendly wording rather than complex legal jargon so people are in no doubt about what the rules are.

List the requirements

You need to let customers know what they need to do to return a product. Make sure you inform them of any timeframe for returns and any additional detail about whether the item needs to be unopened, in its original packaging and if the receipt is needed as proof of purchase.

Pay for postage

The cost of paying postage for returns will soon add up, especially in the weeks after Christmas. However, footing this cost will help build customer loyalty in the long run. If you do opt to pay for postage, make this clear on your website, it may tempt unsure customers into making a purchase. Similarly, make it clear if you don’t pay for postage to avoid any nasty surprises for shoppers.

Communicate with customers

Communication is a key part of the returns process. You should send out alerts by text and email when you receive the returned item, when you have processed it and when a refund or replacement has been sent out. Keeping people involved every step of the way will save you a lot of time and hassle in dealing with calls from anxious customers.

Customer engagement is not just for Christmas

Don’t think of the post-Christmas returns frenzy as a period to be dreaded. See it as an opportunity to wow shoppers with your amazing customer service and develop a long term relationship with them. If a customer is pleased with how you dealt with their return, the chances are they will come back in the future.

This was posted in Bdaily's Members' News section by Alibaba.com .