With the average return rate for online purchases currently standing at 33%, a customer’s online shopping experience rarely ends at checkout.
If that wasn’t bad enough, the modern customer expects retailers to deliver an omnichannel returns experience — one that lets them return products seamlessly using a variety of methods.
Does your brand meet these expectations? If not, then this article is for you.
Below, we describe how an omnichannel returns strategy works, why you need one and how to build the best one possible. So, if you’re ready to deliver a better returns experience, let’s begin.
What is an omnichannel returns strategy?
An omnichannel returns strategy is one where you let customers return their purchase through any channel of their choosing.
That could be:
- In-store returns
- Postal returns
- Parcel locker drop-offs
- Cross-border returns
- Self-service returns
- Home pick-up
It’s the returns equivalent of an omnichannel shopping strategy. The theory goes that if customers buy products through the channel of their choosing, they should be able to return products however they like, too.
Just like omnichannel shopping, omnichannel returns offers customers a more personalised and flexible shopping experience — one that meets their growing demand for convenience at all costs.
Omnichannel returns is challenging, however. Retailers must overcome several logistical hurdles to offer this experience. Managing inventory, for instance, becomes much more complicated when customers can use a dozen or so different methods to send products back. It can also take longer to get products back in stock.
Why is omnichannel returns so powerful?
If omnichannel returns means more hassle for retailers, why adopt this strategy at all? Because retailers get a huge amount of benefits, including the following:
Higher customer lifetime values
Your returns policy and processes can significantly impact customers' willingness to spend on your brand now and in the future.
A convenient and flexible returns policy will encourage customers to add more to their shopping carts — safe in the knowledge they can return any products they don’t love.
In fact, almost half of brands report that customers who return goods have a higher lifetime value than those who don’t.
Faster resale times
An omnichannel returns process provides better visibility into returned inventory, allowing you to make goods available for resale much faster than before.
That’s because an omnichannel returns process typically requires brands to have a single platform to manage everything. When everything is tracked through a single system, it is much easier to manage inventory and resend goods that have already been returned.
A better customer experience
Your customers want convenient and easy return options when they make a purchase. And they aren’t afraid to shop around.
Research by IHL Group finds that 86% of customers look for easy return options when shopping, and 81% will switch to competitors after a bad experience.
An omnichannel returns strategy covers every base, letting customers choose the best option and ensuring your brand meets expectations.
How to make omnichannel returns a reality
An omnichannel returns process doesn’t happen by magic. Use the following best practices to give your customers the best experience possible.
Write an omnichannel returns policy
An omnichannel returns process starts with an omnichannel returns policy.
You’ll want to write a single policy that applies to every return channel, thereby simplifying the process for you and your customers. It doesn’t just make things easier for your customers. A single and consistent omnichannel returns policy also reduces risks and allows you to process returns much faster.
Use social media to provide omnichannel support
It doesn’t matter how clear your returns policy is; customers will still have questions. As such, it’s important to deliver an omnichannel support experience that mirrors your returns service.
In other words, you should provide support on every marketing channel. You’re probably already doing this on your website, but don’t forget about social media platforms like Facebook, X, and Instagram. Providing support on these platforms can give customers the immediate answers they need to send their parcels, ensuring they have the best experience possible.
Leverage technology to integrate everything
You need a 360° view of the customer journey to deliver an efficient returns experience. This requires you to connect various systems, including your ecommerce platform, inventory management systems and delivery platform.
But why stop there? Brands who want to deliver a truly seamless experience should partner with a delivery and returns expert that provides a centralised returns portal for both retailers and customers.
A customer-centric returns portal centralises your omnichannel return efforts, providing one place every customer can go to start the journey. It will also let your brand automate large chunks of the process. Customers can print return labels themselves, for example, or track the status of their return without having to reach out to customer support teams.
Optimise restocking and redelivery efforts
Partnering with a delivery and returns provider like Pro Carrier is the best way to access the kind of technology discussed above. But delivery and returns partnerships can also give you access to a range of other dedicated services — like optimise restocking.
At Pro Carrier, for example, we inspect your products once they’ve been returned and will verify the quality of the item then prepare them so that they are ready for resale as soon as you receive them. In some cases, we can even hold stock in our warehouses to optimise your shipping process, sending them out again on your behalf when they resell.
Use data to improve your returns
Delivering an omnichannel returns process means retailers generate even more customer data than before. But don’t just let it sit inside your delivery or eCommerce platforms. Put it to use!
Use your returns data to answer questions like:
- Which products are customers returning most often
- Which channels do customers use to return goods?
- How do return rates change between seasons?
By analysing returns data, you can make informed decisions about what to stock in the future, whether your returns policy is too lenient and if certain customers need to be blacklisted.
Take advantage of duty drawback schemes
Ecommerce returns don’t just mean retailers lose potential revenue. They can also lose out on customs duties and other fees they pay when sending products across borders.
The good news is that you can minimise costs using a duty drawback scheme — a customs-related mechanism allowing businesses to receive a refund on duties, taxes and fees.
At Pro Carrier, our Duty Drawback process is designed to save you time and money. We use the data we collect when delivering your goods to automatically apply for a refund on import duties when goods are returned.
Deliver an omnichannel returns experience with Pro Carrier
At Pro Carrier, we make it easy for eCommerce retailers to deliver an omnichannel returns experience. With a global network of final-mile carriers, advanced technology platforms, and a deep understanding of international customs regulations, we can handle the entire process.
At the centre of everything is our portal that gives you and your customers complete control throughout the delivery and returns process.
Our consumer-facing branded portal provides a seamless experience for your customers that dramatically reduces customer service calls. They can manage everything online, choosing from a range of flexible return options.
You don’t have to worry about sending them return labels, either. When you use Pro Carrier to deliver and return products, the labels are on us! We also handle product inspection and hold stock and hold stock so you can get products ready for resale faster.
As a retailer, you get full visibility into your returns process through the Horizon portal. This fully customisable and brandable platform makes it easy to manage and track the entire returns process. It also acts as a direct line to your dedicated account manager, who is on hand to help you get the most from your returns process.
Speak to an expert today to find out how you can deliver an exceptional eCommerce returns experience.
