4 tips: fewer returns and an easier return process

Returns can be costly for you as a business and cumbersome for you as a customer. That’s why returns logistics is an area where it can be beneficial to review your processes. Through this article, we try to answer two questions: how can you lower the return rate, and how can you simplify the return process to give your customers the best possible experience?

How can you reduce the return rate?

Working towards achieving a lower return rate is something that can lower clean costs while reducing environmental impact. Data from eMarketer (2018, US) shows an average return rate of 8% in retail and 20% online. During peak periods, the average return rate goes up to 30%.

Avoid transport damage

The most unnecessary return is the one due to the product being damaged during delivery. Inadequate returns can also lead to broken goods – perhaps due to the customer’s improvised packaging that did not provide sufficient protection.

Robust boxes from RAJA, Europe’s leading packaging supplier, help protect your goods in transit. Our standard enwell boxes are suitable for most needs and can withstand return shipping. If your goods are heavier or extra fragile, two-well boxes can be an option for additional security during transport. Filling materials such as bubble wrap or packing chips keep your products protected in the packaging.

Also read: what is the difference between one-well, two-well and three-well?

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Expectation management – sizes and quality

The most common reason for returns is that the product somehow fails to meet the customer’s expectations. Since we can’t see or touch the product we buy online, the purchase becomes more or less a gamble.

If you sell clothes online, you need to make it easy for your customers to find the right size. Companies like H&M and Zalando are working with artificial intelligence to provide better recommendations on size and fit. Augmented reality on mobile has also become increasingly common. Whatever technology you use, you should have an accurate size guide in your online store, which is also easy for the customer to use and interpret.

Another aspect that can affect customer expectations and thus lead to returns is quality. Is the quality of your product perceived as different in real life compared to online? Focus on having plenty of images to provide the best possible information about the product before the customer orders. Also consider that mobile purchases generate more returns than desktop purchases – you may need to evaluate the user experience on mobile devices.

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How can you simplify your return process?

There is no reason to discourage returns by, for example, making it costly or cumbersome for your customers to return an item they are not happy with. It only leads to frustration if a customer has already decided that a return is necessary. By ensuring a clear and efficient returns process, you will gain your customers’ trust, which will pay off in the long run. Part of that process is a clear and beneficial returns policy that is easy to find and based on your customers’ needs.

Base your return policy on the customer

Under the Sale of Goods Act, all private consumers have a 14-day full right of return, but many businesses today choose to extend this period to achieve higher customer satisfaction. A frictionless returns process is important to many.

• Look at your competitors: try to find their return policy, compare their options with yours. Maybe even try ordering a product to put them to the test. How do you experience their return handling and service level? How can you be better than your competitors? Don’t forget that competition isn’t just about price and choice – it’s just as much about user experience and customer relations.
• Talk to your customers: how long do they need to decide whether they want to keep the product or not? Which delivery options do they prefer: home delivery, drop-off, pick-up from warehouse or in-store? Are free returns a must for them? Is there anything about the returns process that they don’t understand? Read your reviews and highlight your problem areas. Reach out to those who actually buy and use your products and learn what they value.

Simplify returns with smart “return” strips

Some packaging solutions are more return-friendly than others. Recently, the use of double cover strips has become popular to facilitate the customer’s return experience. Examples of packaging that use this solution include our best-selling Easybox box, which also has a time-saving quick release feature. For lighter items that don’t have the same protection needs, we also offer white e-commerce “return” bags that use the same principle for simplified returns. To make it even more convenient, choose our white e-commerce ‘return’ bags with handles.

RAJA helps you choose the right packaging

RAJA Sweden is part of the RAJA Group, the European leader in packaging, packaging materials and warehouse equipment. Don’t hesitate to contact us and we will help you find solutions that are perfect for your business. We are available on weekdays from 08:00-17:00:

• Phone: 010 – 33 08 200
• Email: info@rajapack.se
• Chat on rajapack.se

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