A recent report has shed light on the communication issues surrounding returns, showing that UK shoppers are becoming increasingly dissatisfied and brands are suffering as a result. Neglecting effective communication during the returns process puts online retailers at risk of disappointing customers. As returns become more common, failing to keep consumers informed can lead to a loss of trust from shoppers, particularly in the competitive fashion industry where returns rates are high.
The study conducted by returns management platform ReBound surveyed 1,000 UK e-shoppers and unveiled a concerning lack of communication throughout the returns process. Despite the numerous touchpoints leading up to delivery, customers often experience radio silence when it comes to returning items. This lack of communication can be exasperating for customers who are eager to ensure safe returns and prompt refunds. Shockingly, almost half of consumers only learn about the status of their return after the refund has been processed, and a sizable 11% receive no communication from the retailer or brand whatsoever.
Moreover, the study revealed that 35% of respondents find it challenging to send items back, with 46% admitting to severing ties with a retailer due to complicated returns procedures or unclear policies. Data from ReBound also demonstrates that a majority of returns forms are either incomplete or filled out incorrectly, leading to delays in refund processing and confusion regarding return reasons.
While advancements have been made in the delivery process, returns management still lags behind. Despite consumers emphasizing the importance of a robust returns policy in their shopping decisions, many retailers are failing to meet expectations in this crucial area. Previous research by ReBound highlighted that a significant portion of consumers base their shopping decisions on returns policies and check these policies before making purchases.
In essence, bridging the communication gap in returns processes is imperative for UK retailers seeking to maintain customer loyalty and uphold brand reputation. By ensuring transparent and seamless communication throughout the returns journey, retailers can enhance customer satisfaction, foster trust, and ultimately drive sales. Neglecting this fundamental aspect of the shopping experience may lead to the loss of valuable customers and tarnish brand reputation over time.
For further insights on optimizing returns processes and enhancing customer communication, check out the following links:7 Ways E-commerce Brands Can Reduce Returns and Improve Customer Communication and The Essential Guide to E-commerce Returns.
