How E-Commerce is Changing Returns
The growing popularity of e-commerce has led to exponential growth in number of returns. While they have always been an integral part of shopping, online orders are significantly increasing their presence in the retail and e-commerce industries.
E-commerce platform Yotpo reported that 88% of fashion shoppers surveyed have returned fashion items purchased online in the past year. Of those shoppers, 51% have returned between $50 and $500 worth of merchandise. Consumers often order the same product in multiple sizes or a few options with the intention of only keeping one.
Consumers are making more subjective and less-predictable purchases online. Fit and quality are the top two reasons for returns. When looking at an article of clothing online, it’s often hard to tell how it will look and what size is best. The number of returns is expected to increase steadily with the volume of online orders. Businesses are starting to think of ways to make returns an opportunity for profit rather than a traditional expense.
Many retailers are starting to accept the returns of their competitors. Nordstrom recently announced it will now be taking returns from other stores including its competitors Macy’s and Kohl’s. Popular retail stores are starting to realize that returns don’t have to be viewed as a negative. The origin of the return doesn’t diminish Nordstrom’s opportunity to sell to incoming customers.
Kohl’s recently launched a similar program in which it accepts returns for Amazon orders. Amazon’s popularity is often seen as a threat and this unique approach allowed Kohl’s to use it to their advantage. Their pilot stores in Chicago and Los Angeles saw a 9% increase in new customers and an 8% increase in revenue at participating locations. In response, Kohl’s launched the program worldwide. Returns are providing retail stores losing business to e-commerce a second chance at drawing in customers and selling their products.
Happy Returns, a relatively new startup, is offering to ease the operational burden of returns. The company processes, evaluates and batches returns together at several return bars. Consumers are able to make their return in-person and receive an instant refund. Through implementing Happy Returns businesses can stabilize the cost of their returns and easily receive and process them.
Businesses driving profit through returns can also benefit from implementing technology into the operational side of their supply chains. A transportation management system (TMS) gives shippers complete visibility through their supply chain with real-time information on the locations of their shipments. ERP integrations, such as those with NetSuite or Microsoft Dynamics, can save logistics professionals the increased time as orders are shipped or returned, simultaneously eliminating the risk of human error. All-in-all, modernizing norms surrounding returns are creating opportunities for companies to generate additional revenue.