Study: Retailers’ return policies not user friendly
Santa Clara, Calif. -- A study of some of the country’s largest retailers’ return policies has found significant failings, according to CrossView, a premier provider of cross-channel commerce solutions.
“This study illustrates that while retailers have a handle on the overall importance of consumer-friendly policies, there are some glaring failures -- particularly heading into the holiday season when returns are incredibly important to the customer experience,” said Jason Goldberg, VP strategy & customer experience, CrossView. “Retailers need to be aware that their return policy will have profound effect on overall purchase decisions.”
Over half do not include their return policy on the homepage.
Sixty-five percent require a receipt for returns. “This has obvious fraud-prevention implications, but during a season where many purchases are gifts, retailers should investigate other verification options," Goldberg said.
One-quarter does not allow cross-channel returns. “Consumers expect a seamless experience when they’re shopping, and returning items is no different,” Goldberg said. “Luckily, there are technology platforms available that deliver a more cohesive experience across channels.”
An estimated $43 billion worth of merchandise was returned during last year’s holiday season alone, according to CrossView.
CrossView conducted the study in October.