Three ways to retain revenue when customer’s bedrooms are their dressing rooms
Shopping invites people to fashion themselves in whatever way they want, literally. In an ideal world, your products always fit shoppers’ style and shape. But we’re stuck in the real world, where that’s not always the case. Until teleportation is invented (and it’s only a matter of time now), shoppers can’t try on clothes before purchasing online. Delivery disappointment can soon set in after they realize the item they were excited about isn’t actually a fit. That disappointment is then transferred right back to the retailer in the form of a lost sale… and a less measurable, but still negative, impact on loyalty and lifetime value.
The fact is, consumers are used to getting what they want on demand, whether it’s a ride to a party or a burger delivered straight to their door. When it comes to retail delivery, however, we haven’t found a way to ship a retail associate with the order to stand outside the shopper’s bedroom with a variety of size and color options. (Again, not yet, that is.)
We are in a world where dressing rooms have become bedrooms, and free returns are as common as oat milk with coffee. There needs to be another way to make sure everyone gets what they want: the shopper gets the right size, color, and style—and the retailer gets the sale
So how do you take the joy that shoppers felt when they first pressed ‘purchase’ and deliver it throughout the entire shopping journey? Here are three strategies to empower your team to optimize exchanges:
1. Offer gift exchanges.
Sometimes shoppers receive a gift they like, but it’s not the right size or color for their shape or style. Counter this customer pain point by offering exchange options for gifts, even if the recipient doesn’t have a copy of the original credit card or gift receipt. You may just gain a new life-long customer.
In shoppers’ words:
"Exchanging was so convenient. I'm more apt to shop Everlane."
Kate, Customer in California
2. Guarantee fit.
Using a Fit Guarantee program is great for brands that have an influx of one-time shoppers. If you sell items where fit is particularly important to the consumer, like athleisure, swimwear, or lingerie, a Fit Guarantee program allows customers to wear, wash, and exchange products, no questions asked. Form-fitting fashion isn’t always forgiving, and by encouraging shoppers to find the right fit no matter what, your brand can win the loyalty and trust of a shopper for life.
Athleta’s “Give-It-A-Workout-Guarantee” is a great example of a retailer doing it right.
3. Be strategic with in-box inserts.
Too many inserts can distract consumers from their purchase while also hurting the planet. An insert that requires the consumer to visit a website and fill in information is bothersome and time consuming—and can often invite a return. Let’s face it—too many in-box inserts end in the landfill, despite consumers’ best efforts to recycle.
There are smarter strategies that can help reduce impact on the planet and save wasted effort. Exchange software, for example, can initiate an exchange in as little as one click. Another solution is in-person returns, which cut back on the cardboard waste created when returning by mail, especially when the items are aggregated and shipped in reusable packaging.
It’s never been more important to create a joy-inducing unboxing and fitting experience. Consumer-centric programs go a long way toward winning customer loyalty, while helping your brand retain revenue by encouraging exchanges over returns.
Want to learn more? Download our eBook, 20 Ways to Optimize Returns & Better Exchanges in 2020, for more ideas on how your team can retain revenue, increase customer lifetime value, and enhance sustainability.
