FIELDREPORT - ToptoToe
Paying for online
returns is not the only way your returns policy will drive away customers
online shoppers; an extremely questionable policy for a well-known brand centred around the flagship store in Piccadilly, with only 2 further outlets in the UK. Their online shop is their opening into the UK market and not looking after their online shoppers may well damage them in the long term.
policy of not allowing online purchases to be returned in-store, such as Dr Martens and Ted Baker (perhaps because their systems are inflexible or their on-line operation is completely separate to their retail operation). Paypal appears to cause even more of a headache.
Some retailers refuse to refund Paypal purchases at all in-store and insist in them having to be returned by post, whereas others may offer a gift card instead. It all hinges on access to Paypal in the in-store environment and practical processing problems, but you can imagine that to consumers it is confusing and there is the real potential of a wasted trip to the store and a lost customer.
Convinced of the need for free returns?
In summary, free customer returns should really be seen as an integral part of selling online. It’s not an add on and should be seen as a core offering. Then the challenge for any business is to drive down the rate of returns and smooth the process using efficient parcel services and customer drop off points such as Collect+. Your rate of returns can be reduced by various techniques such as improving product imagery on your website (people can see more clearly the product on offer), improving your website size guides for clothing and adding in user guides such as how to choose a tennis racquet or sports checklist.
Top to Toe Sports Indies Performance Index
Asking customers to pay for online returns is a quick and easy way to turn them off. Free returns will not drive shoppers to your website but it will stop them coming back. It’s more costly to attract new customers than retain old ones, so it makes business sense to offer free online returns. Don’t forget that customers may have had to pay a delivery charge so paying to return an item hits them with a double whammy.
Paying for online returns is not the only way your returns policy will drive away customers. Some retailers adopt a confusing and bizarre
Powered by Top to Toe
Top to Toe is a specialist size/colour stock management and EPOS till system specifically designed for the sportswear industry. It includes automated integration with a clients own web site, plus Ebay and Amazon. Sportswear retailers across the UK use their Top to Toe systems to automatically keep their shop, web and customer information completely up-to-date and accurate.
Find out more at
www.toptotoe.com, 020 3376 5888, email us at
info@toptotoe.com, follow us on fb, twitter and Google+.
SGBGOLF 21
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40