"I'm going to order this. If it doesn't fit, I can always send something back." Sound familiar?
There are few things that are as important to customers as a pleasant returns process. Because, if we're honest, we've all been there: we've ordered something and, in the worst case, we don't like it or it doesn't fit. So we want to send it back - but where do we start? What do we do if a return slip is not enclosed?
A complicated and expensive returns process is not exactly what customers want. Ideally, the return process should be simple and sustainable - and the right of return should be as long as possible. After all, 315 million (!) packages were returned in Germany alone in 2020.
Many packages - a lot of work? Yes! But also a lot of potential. The figure shows that returns are already as much a part of everyday life as going to the bathroom in the morning. That's exactly why it's worth optimizing the returns process. And that's why we'll show you why a simple returns process is in your interest as well as that of your customers. Ready to go?
Why are returns so important?
Basically, it's quite simple: Your customers weren't born yesterday either. Before they order a product, they consider several things. These are, for example, the price or the shipping time. But also the return process is one of the basics that simply have to be right. If your customers don't find any return information on your website, they'll abandon the purchase process: Worst case.
If, on the other hand, they find information about the return, this does not mean that they are directly satisfied with it. After all, the fact that information is available is almost a given these days. What matters is what kind of information it is: The more involved the returns process, the less inclined they are to buy something. According to Metapack, 46% of customers say that information on returns has already deterred them from making a purchase.
Here, however, we are in a quandary. Of course you want to offer free returns for the sake of your customers. However, this means that they are more likely to send something back, resulting in CO2 emissions that could have been avoided... Unfortunately, it's still not firmly established in our society that returns, or online shopping in general, are bad for the environment. And will always be bad for the environment, if we don't switch to environmentally friendly delivery options (*shrug* like we do at Liefergrün).
The Retourentacho, for example, has calculated a benchmark for the emissions emitted: 280 million parcels were returned in 2018. This resulted in "238,000 metric tons of CO2 equivalents (CO2e) [being emitted]. This is roughly equivalent to the environmental impact of 2,200 daily car trips from Hamburg to Moscow (assumption: 150g CO2e/km)."
This alone shows that it is not enough to satisfy the needs of customers (free, fast returns) - sustainability also plays an important role. That's why we need solutions that address both challenges and are both sustainable and make customers happy.
How do I inspire with my returns?
One of the most important factors is transparency. According to the Metapack study, more than half of shoppers are concerned with the return policy. 42% of these respondents find it difficult to find information regarding returns on websites.
This is already the first mistake you can make - and it's extremely easy to avoid. Even if your returns processes aren't perfect yet (spoiler: they're few and far between!), it's always better to specify how they should work. That way, your customers know exactly what to expect. They can prepare for it or weigh whether it's worth the order to them. And, most importantly, they won't abandon the purchase in frustration because they don't find any or too little information.
Of course, customers would ideally not send anything back. However, since this is utopian, the top priority is also to try to have as few returns as possible. You can achieve this through more detailed product descriptions, high quality images and FAQs or size tables.
Because returns can never be completely avoided, it is all the more important that you make this elementary component of e-commerce as convenient as possible for customers. Example: The fashion giant Zalando advertises a three-month return period. Customers have a full 100 days to decide. Tempting, isn't it? The smooth refunding of the amount should also be a matter of course.
As simple as possible
We've already mentioned it: Make the returns process as easy as possible for your customers. In addition to full transparency, this also means, for example, that the customer does not have to write an email to customer service to get "further information about the return"... Printing out a return label, which customers have to do themselves, is also outdated and not recommended.
Better: Either send a return label with the shipment or have the entire return process done online. The latter saves paper and energy! And customers who don't have a printer at home don't have to ask friends or relatives for help.
Another plus point for companies is that returns can be picked up directly at the front door. Sounds convenient? It is! Just imagine: While customers of other companies still have to search for the nearest parcel station, yours can relax and wait at home. Accepting returns at the door is important to 64% of those surveyed by the Bundesverband E-Commerce und Versandhandel Deutschland e.V. (German E-Commerce and Distance Selling Trade Association) - although only half of these people would pay for this service.
We at Liefergrün have also noticed this. That's exactly why we offer our partners to pick up their customers' returns from their homes - with electric vans and cargo bikes. This is how sustainable returns management works.
Even if you don't yet offer this level of return options to your customers: What you can always do is analyze data and then optimize the returns process. If you haven't already, be sure to set up dashboards to help you improve your processes. Thanks to accurate reporting, you'll improve the returns experience, sustain happy customers, and push your business forward.
Returns process 2.0
Which brings us back to the (important) keyword: Sustainability. Of course, it's easier said than done to pick up returns at home. In reality, however, this convenient process is often associated with a lot of emissions. After all, the cars have to drive to each house individually - and that's "just" to make customers happy. For this reason, we only deliver emission-free and pick up returns emission-free as well.
The precise description of the products, which we mentioned above, also pays off in terms of sustainability: The more your customers know about your product, the more likely they are to keep it - and not experience a "nasty surprise".
Ultimately, two things are important with regard to sustainable returns: On the one hand, make sure that there are as few returns as possible. Keyword: precise product descriptions, size tables, etc. If returns do occur, carry them out as sustainably as possible. Either you let the customers walk to the parcel station (which will be at the expense of customer satisfaction) or you use emission-free means of transport. This way you kill two birds with one stone: customers are happy AND the returns are handled sustainably.
The cherry on top is also transparency when it comes to returns. How often have your customers asked themselves whether "the return has finally arrived"? ... Exactly. That's why we are absolute fans of a tracking link - even for returns!
Not convinced yet? According to a study by LBBW Research, more than 50% of consumers prefer brands that act sustainably. And sustainable action is of course not limited to the returns process, but can have many faces. You can find out exactly which ones in this blog post.
This is the right way to return!
Of course, there are even more ways to improve your returns processes. Here, however, we have summarized the basics for you. And: Although they are basics, they can also have a big impact.
You don't have to apply all the tips at once either. For example, how about checking the transparency of your return policy first? This is relatively quick and will help your customers enormously. In this way, you create good customer loyalty and do something good for your online store itself. Who wouldn't be happy about more satisfied customers?
This would be the first step towards "returning correctly". What you can finally do (probably you can already guess...): Deliver with delivery green! Sure, self-promotion and all, but the emission-free take home of the return alone is groundbreaking and innovative. That's exactly what your customers are longing for: They don't have to go through the hassle of returning returns, can simply wait at home and choose a desired time slot - and also have a clear conscience because they're not harming the environment with their return.
Ultimately, however, it doesn't matter which method(s) you choose. The main thing is still: customer happy, environment happy.
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