A retail executives’ guide: Prime shoppers for exchanges before they click ‘buy’
If you’re like other savvy retail leaders, you (and your fellow execs) don't love thinking about returns. But deep down, you know the truth: The return experience has a huge impact on your customers, not to mention your teams, and you need to seize the chance to make them better.
Research indicates that people remember the first and last 10% of any interaction—with everything in-between fading. A successful first purchase experience helps your brand put its best foot forward. Here are seven ways your team can position shoppers to keep or exchange items from the moment of purchase.
1. Offer a “Try before you buy” program.
Have you ever ordered something online, only to realize you chose the wrong size? Leading retailers, like REVOLVE, are solving this online-shopping pitfall by offering shoppers two sizes for the price of one. The shopper is only charged for the additional item after 15 days, and can still return it for a full refund before then.
Want to implement a similar program? Trynow.io is a stellar Shopify plug-in for try-before-you-buy software.
2. Give fit quizzes.
Quizzes are an interactive way to help first-time customers decide the best cuts and sizes for their style and shape, all while building consumer confidence that they’ll love the item. Design your own quiz or partner with a trusted resource like True Fit to get started.
3. Steer clear of vanity sizing.
Avoid offering sizes that are smaller or larger than their cut. Not only is this annoying for consumers, it will likely increase your return rate.
4. Provide free exchange shipping.
Invite shoppers to exchange goods by covering the cost of exchange shipping. You’ll save revenue in the long run, and will give shoppers confidence before the point of purchase.
Customers return over 50% of apparel bought online for size and fit issues.
5. Offer consistent sizing, cuts, and material.
One digitally native retailer recently simplified the purchasing process for shoppers by shifting from numerical sizing to alpha sizing. Instead of needing to pick between 13 sizes that range from 0 to 24X, shoppers now receive six options ranging from XS to XXL.
6. Update your return policy.
Revisit your return policy and apply the following principles:
Keep it concise. Less is more. Reduce word count. Simplify at all costs.
Describe exchanges first. Encourage shoppers to consider exchanges before returns.
Give one clear call-to-action. Explain how to exchange or return items. That’s it!
American Giant is a great example.
7. Offer a free gift with purchase.
Generosity goes a long way toward building brand loyalty, which ultimately motivates shoppers to exchange instead of return. Using buying insights, you can give meaningful gifts to shoppers while also introducing them to your exchange program. For example, if you find shoppers are more loyal if they purchase a top with a bottom, include the corresponding item for free with the option to exchange it for a different color or size. Happy customers are loyal. In fact:
Nearly 90% of shoppers
who received a free gift with purchase
were more brand loyal and somewhat more likely to buy more often. (1)
Optimizing exchanges starts by empowering your team to place your customers’ needs first. Simple, interactive tools can lead shoppers to the right size and style the first time—eliminating returns completely. And favorable policies like free exchange shipping or “Try before you buy” programs encourage exchanges over returns, helping your company retain valuable revenue.
Looking for more? Download our eBook, 20 Ways to Optimize Returns & Better Exchanges in 2020, for more details on how your team can retain revenue by optimizing exchanges and bettering returns.
Stephanie Lacey
Director of Enterprise Retail Partnerships
Stephanie Lacey is the Director of Enterprise Retail Partnerships at Happy Returns. Well-versed in the ever-changing retail and eCommerce landscapes, she previously worked for Google as both a Strategic Partnerships Lead and Account Manager.
