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Shoppers Value Communication Over Convenience in the Returns Process, Narvar Study RevealsSAN FRANCISCO, Nov. 14, 2018 /PRNewswire/ -- When returning an online purchase, consumers expect proactive communication and transparent policies up front, according to a report published today by Narvar, the post-purchase experience leader. The report, "The State of Returns: What Today's Shoppers Expect," analyzes responses from nearly 1,300 U.S. online shoppers. Online returns are on the rise as consumers purchase more online. U.S. online sales are projected to reach $525 billion in 2018 and ecommerce returns have nearly doubled over the past five years. Shoppers' expectations for an effortless experience have skyrocketed, and every brand touchpoint has become a critical moment for retailers to drive loyalty. The Narvar study found that 96 percent of consumers would shop with a retailer again based on an easy returns experience. In contrast, a restrictive or complicated returns policy can prevent shoppers from making a purchase in the first place. The study found more than two-thirds of shoppers are deterred by having to pay for return shipping or restocking fees, and 17 percent said they would not make a purchase at all without the option to return to a store. In addition to a streamlined process, shoppers demand more proactive communication about their returns. The study found that half of shoppers want notifications about the status of their return package, and 59 percent want notifications about the status of their refund. For retailers that clearly communicate the status of returns and refunds, shoppers are even willing to endure some inconveniences in the process. Seventy five percent of Amazon shoppers considered their most recent return easy even though 66 percent had to print a return label and 35 percent neeed to contact the retailer for return authorization, compared to 33 percent and 27 percent of other shoppers, respectively. "More and more, consumers are demanding to be kept in the loop throughout their shopping journey, which includes returns. Shoppers are even willing to put in a little more effort in exchange for clear and proactive updates," said Amit Sharma, founder and CEO, Narvar. "Retailers will need to treat returns as a critical moment of opportunity in the customer experience." Key findings from the report include: Easy returns drive loyalty.
Amazon shoppers jump through more hoops but are happier with the experience.
Returns can induce anxiety and frustration.
Consumers want the option to buy online and return in-store.
"Bracketing" is common among consumers, especially luxury shoppers.
The complete report detailing the findings of the study is available online at Narvar.com. About Narvar Contact: Riley Gilleland, [email protected]
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