Customer Service
Consumers want a quality product return experience
July 19, 2023
Shoppers not only want a free return but a quality experience that shows a brand cares about them as a customer.
That's a top finding from a Loop survey of 2,000 online shoppers in the U.S. and U.K. regarding post-purchase preferences and priorities.
The data revealed that 93% consider flexible, extensive return policies key to their loyalty, according to a press release on the findings.
Specifically, consumers are looking for easy, seamless returns, personalized experiences and product quality guarantees.
"Consumers continue to say they want 'flexible' and 'extensive' return options," Tasha Reasor, SVP of marketing at Loop, said in the release.
Additional insights include:
- Consumers can't be bothered with confusing or complicated returns processes — so much so that it could impact their likelihood of repeat purchase. Two-thirds (69%) of respondents said they expect retailers to have an easy-to-follow returns policy. Loop's survey also found that consumers expect options when it comes to how they return: 47% prefer dropping off packages at a shipping partner, 37% want to avoid the repackaging hassle and return in-store, and 36% want the convenience of at-home pickup.
- A majority (75%) of consumers expect retailers to suggest new products based on past purchases and interactions. Furthermore, 82% of consumers are highly incentivized to buy again when offered post-purchase coupons, discounts or enrollment into a loyalty program, which help to further build that personal connection between brand and shopper.
- Product quality questions are always on the front of consumers' minds when making online purchases. So much so that a staggering 93% of consumers say they are more likely to purchase from retailers who offer quality guarantees or warranties, and 25% expect some level of quality assurance. Ninety-two percent of consumers regularly check a retailers' return policy before purchase — a percentage up nine points year-over-year — highlighting that warranties in return policies can catch consumers' attention from the get-go.
"The power to create customer-centric experiences is at brands' fingertips," Reasor said in the release. "There is no one-size-fits-all approach to returns these days, but understanding what your shoppers value and crafting policies to deliver on those values will go a long way in building crucial relationships with customers that will lead to long-term loyalty."
