Apparel segment most mature in offering returns flexibility: Research

The Omnichannel Returns Index has assessed top retailers' returns capabilities and experiences across four key areas: product content and digital experience, returns policy and information, returns and refund process, and 360-degree service, Incisiv said in a press release.

Leading retailers are beginning to offer flexible return policies, including as a special benefit for loyal or valuable shoppers. Incisiv has reported that 26 per cent of assessed retailers have return windows over 60 days. As shoppers demand greater returns and convenience, new and differentiating capabilities are emerging. Currently only 20 per cent of retailers in the report have chat agents who can help shoppers initiate returns, and 3 per cent allow shoppers to return items curbside.

“The profile of returns has been growing and the pandemic has only accelerated their importance in the retail shopping journey,” said Amarjot Mokha, chief operating officer, Incisiv. “The narrative on returns has to change in retail because as they grow, they will pose a customer, financial and environmental threat to a retailer’s business. Real savings and enhanced customer satisfaction can be had if retailers devote real resources to the returns process.”

“Retailers must re-think returns as an integral part of their business strategy,” said Steve Prebble, president, Appriss Retail. “Retail is dealing with an influx of returned items; now is the time to stop thinking of returns as a cost of doing business and begin to view them as a time to really engage with your consumers.”

Fibre2Fashion News Desk (RR)