New research commissioned by cloud-based solutions provider Voxware has indicated that 96.8% of consumers agree that how well an online retailer handles returns influences whether they will decide to order items from them again in the future.
The Voxware survey (which draw on responses from a group of more than 500 consumers) also found that 24.0% stated that a retailer has sent them an incorrect item for a second time after returning an item that was sent in error, and 60.3% of those who received an incorrect order twice said they are unlikely to shop with that retailer again for future purchases.
Retailers should note that 45.5% said they are likely or very likely to share their negative experiences about a product and/or retailer online if a delivery is late or the wrong item is received.
Commenting on the findings, Keith Phillips, President and CEO, Voxware, said: “Companies that want to deliver a superior customer experience and achieve greater brand loyalty must understand the importance of both inbound and outbound distribution operations in the customer decision-making process.
“Unfortunately, despite the overwhelming evidence that the returns process affects future buying decisions, this research exposes the gaps many companies still have in their distribution operations. By failing to close these gaps with technology solutions that deliver essential supply chain information exactly when and where it is needed, companies will continue to disappoint customers with late and incorrect orders.”