Internet marketing resources, ecommerce web site design tutorials and  just for fun - free cell phone ringtones!
  Taming the Beast - quality web marketing and ecommerce development services

The Importance Of Returns And Exchanges

Posted by Michael Bloch in ecommerce (Saturday June 16, 2012 )

comScore’s Online Shopping Customer Experience Study reveals consumer friendly returns and exchanges policies are an important facet of converting browsers into buyers.

Around 75 million USA residents are purchasing online, with a quarter making 6 or more purchases of physical goods every three months.

While free shipping is an important motivator in getting people to part with their cash, so to it seems is a generous returns and exchange policy.

I don’t think I have *ever* returned a product I purchased online – partly due to to being lucky with purchases for the most part, but another aspect is I just couldn’t be bothered with the hassle.

However, comScore says nearly two-thirds (62%) of online shoppers have returned a product purchased online and a similar percentage actively seek out this information before purchasing. Just 17% of those surveyed never look at a company’s exchange/returns policy either before or after purchasing.

Nearly 50% stated they would be more likely to shop – and more often – with an online retailer that had a clear, concise and “lenient” returns policy; and would drop another retailer in order to gravitate to one that did.

Those surveyed also favored retailers that included of a return label with their purchase or at least easy access to a label they could print off themselves.

Other points mentioned in the study include:

– shoppers are willing to pay an optional fee to receive the product faster
– shoppers should be presented how much more should be purchased to get free shipping
– give consumers the option of shipping time frames.

The last point is a very good one. I had an online shopping experience recently where my purchase decision was down to two retailers offering the same goods for similar prices. As I needed to be present to sign for the package, timing was important. The merchant that offered a delivery time selector as part of the checkout process won the rather substantial sale.

comScore’s Online Shopping Customer Experience Study report can be downloaded here.


Comments for The Importance Of Returns And Exchanges

No comments yet.

Sorry, the comment form is closed at this time.