Royal Mail: returns experience is key

According to a study commissioned by Royal Mail, the average online shopper in the UK sends back an online purchase every month. Three in five online shoppers would be unlikely to use a retailer again if they have a difficult returns experience. For that reason, it is very important to get the returns experience right first time.

Speed of refund is the most important element of the returns process for online shoppers (76 %). Clearly signposted returns information on the retailer’s website is also key (73 per cent) and shoppers want clear guidance about which returns labels to use (72%).

Try before you buy

Almost six in ten (58 %) shoppers are more likely to use a retailer if they offer a ‘try before you buy’ service so it’s an important avenue to explore when adapting to customer needs. Over a third (35 per cent) of shoppers would purchase more items if a ‘try before you buy’ option was available from a retailer. Those aged 18-34 (47 %) are more likely to purchase more items if a service like this is available than those aged over 55 years old (just 22 %). One in two people that have not used such a service are open to trying it at some point.

Shoppers wary of items not looking and fitting how they appear online are naturally attracted to this service. Clothing (60 %) and footwear (42 %) are the categories people are most likely to use this service for, followed by electrical computing goods (37 %). Usage of ‘try before you buy’ has increased significantly for clothing since last year (52 % in 2018).

A spokesperson from Royal Mail said: “With the festive season now over, January is the busiest time of the year for returns. Having a clear, user-friendly returns policy has never been more important. It is a vital part of the online shopping experience. For retailers, ensuring their returns experience is in line with consumers’ expectations is key. Over a third of shoppers would purchase more items if a ‘try before you buy’ option was available from a retailer, so it’s important to consider putting such a service at the heart of your returns offering.”

Royal Mail also said on Thursday 2 January 2020 – returns of online purchases are predicted to increase by 72 % compared to the average number of return parcels per day in December. Takeback Thursday is the day that most Brits will return their unwanted and ill-fitting Christmas presents.