10 ways for retailers to reduce online returns rates

Returns can be a major problem for retailers and, at this time of year, they can expect a higher then average rate as unwanted gifts are returned after Christmas. 

Stats vary, but I’ve seen stats that suggest a 20-30% returns rate is typical for ecommerce, while some sectors experience higher rates.

Some types of purchases are prone to higher returns rates for obvious reasons. For example, the difficulty of finding the right size and fit online can mean that clothing retailers are likely to have higher returns rates.

Returns are always going to be an issue, but there are steps retailers can take to minimise returns rates.

Here are some suggestions…

Size guides

Size guides should be easy to find and provide as much detail on size as possible. The more informed a customer is, the more likely they are to find the right fit.

Here, John Lewis shows sizes along with bust, waist and hip measurements:

Very detailed size guides

This, from Navabi, goes into lots of detail on how clothes are measured, which helps customers to gain a greater understanding of fit.

Model size information

If customers can relate to images of models wearing outfits, they can gain a better idea of size and fit.

Here, ASOS provides details of the size of the model and the dress size she is wearing in the picture.

Account creation

If customers are repeat shoppers, they are more aware of size and fit of a brand’s products and therefore more likely to find the right size.

Customers shouldn’t be pestered into creating accounts, but offering easy registration at the end of checkout is one way to do this without increasing abandonment rates.

Gather customer feedback on reasons for returns

Asking customer to provide feedback on returns forms could provide some valuable information which can then be used to minimise future returns.

For example, retailers may be able to discern problems with particular products which lead to returns, or perhaps enable them to add more information to product pages to pre-empt these issues.

Use video to demonstrate products

For fashion retailers, video can provide even more detail to help customers find the right product, but they work for other products too.

They can be used to demonstrate features, ease of use, and can convey products in a way that static images are unable to.

They do reduce returns rates, as Zappos can testify.

Here, ao.com uses video to demonstrate the features of this espresso machine.

Buyers’ guides

For product types where customers may need some help, provide detailed guides helping them to decide on the right product, or find the right fit can help to minimise returns.

These how-to guides are also great pieces of content marketing.

Heres an example form M&S, which has provided a detail bra-size calculator.

Detailed product information

If customers are fully armed with facts about a product, then they’re more likely to choose one that suits them, and therefore less likely to return them.

For example, providing detailed information about PCs – memory, number and type of ports etc, ensures that people can find the features they need.

Use images effectively

Providing high resolution images of products from different angles, and even a 360 viewer, can ensure that people get to see as much detail as possible before they decide on a purchase.

Offer in store fitting and collection

Retailers like House of Fraser will provide the opportunity to try items on when you collect them in store.

This means that customers can ensure that clothes are the right size (and find alternatives if necessary) before they take them home.