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How To Launch A New Returns Process

UPDATING YOUR POLICY

 

SUPPORT FIRST - TIME USERS

Returning online might be a brand new experience for some shoppers who're either used to being provided with a label in a box, or handwriting an address on the package.

SUPPORT FIRST - TIME USERS POLICY

SIMPLE STEPS

1,2,3

TOP TIP:

Include a simple step-by-step guide, either numbered or bullet-pointed. Better still, include a video guide so customers can visually follow the steps to register their return which might help reduce customer service inquiries.

Play Me

Example of a video guide which demonstrates the simple steps to return online

Anticipate Repeat Returners

Repeat returners are no bad thing.

In fact they're often your best customers. They'll have returned with you before, so need a really simple path to register their return, without scanning through chunks of text (no matter how helpful it is the first-time around)

DON'T HIDE YOUR HYPERLINKS
Direction Signpost
CLEARLY SIGNPOST
Return Online with Rebound

TOP TIP:

Clearly sign-post where shoppers need to click to land on the ReBOUND site. Make sure the hyperlinks are big and bold and use a button if possible.

IMPROVING YOUR POLICY

LAYOUT

Left Arrow CLEARLY SPLIT DELIVERY AND RETURNS ADVICE Right Arrow

Delivery Return Tab

The policies which take a catch-all approach always end up looking like a head-ache. Separate your help sections for shoppers who want to know more about 'getting stuff' and 'returning stuff'. Don't cram it all into one page and make them scroll through all the small-print

Return Policy Q A
OPT FOR FAQs

OPT FOR FAQs Question Mark

Question Markfrequently asked questions
Question Mark
Return Policy

TOP TIP:

Opt for FAQ-style policies over a solid block of text so that your customers can easily navigate to the questions they need answering. This looks even tidier if the answer expands when clicked.

LOCALISATION

61%

OF THE TOP UK FASHION BRANDS NOW HAVE A SEPARATE RETURN POLICY IN AT LEAST ONE OTHER MARKET BEYOND THE UK.

BUT MANY STILL HAVE A BLANKET POLICY FOR ALL INTERNATIONAL MARKETS. AND ONLY 1 BRAND HAS A SEPARATE RETURN POLICY FOR EVERY SINGLE MARKET (MATCHESFASHION.COM)

TOP TIP:

Tailor your returns advice by country, rather than a blanket message for all shoppers. A clear way to display this is with a flag and drop-down menu (with the default country based on their location).

Rebound Earth
Rebound Earth Description

LOST IN TRANSLATION

We often see return policies which are translated in local language - which is great, but then the content is all about domestic returns within the UK which is irrelevant to a Spanish shopper returning in Spain, reading the content in Spanish!

WE LOVE LOCAL

Location

Quit telling shoppers to send stuff all the way back to the UK. Instead, promote convenient local return options.

NAVIGATION

76%

OF SHOPPERS LOOK AT YOUR RETURN POLICY BEFORE BUYING.

SO DON'T MAKE IT DIFFICULT FOR THEM TO FIND.

WE MEASURE THE EASE OF NAVIGATION AS A KEY METRIC IN 'THE GREAT RETURNS RACE BENCHMARK'. IT'S ONE OF THE KEY FACTORS IN ESTABLISHING BEST-PRACTICE.

TOP TIP:

Promote it, don’t hide it. We recommend you keep navigation short and sweet with no more than three ‘moves’ (scrolls/clicks) from the moment they land on your site. Easy routes to the policy are usually found in the promotional banner, header and footer but it doesn’t have to be either/or.

Return help in the header

Return help in the header

Returns offer in the promotional banner

Returns offer in the promotional banner

Return Policy Guide
Returns Policy in the footer

Returns Policy in the footer

Now show me this...

How to improve returns communication