A few days ago, my friend bought a clothes in the net, but when she got the clothes and tries it on, she found the size is too big. So she wanted to return it, and I accompany with her to go to the post office to deal with the returnning process. I found that although the return operation simple, the whole process for quite a long time. I chose “RETURN” as this blog’s theme based on this thing.
Nowadays, because of the convenient and time saving, more and more people like the online shopping. But online shopping cannot try it on, and the pictures are very likely to distortion, so consumers may buy some products unsuitable.
The majority businessmen support free return, but there still have some businessmen need consumers their own postage return. Consumers need to be watching carefully while in shopping.
What measures should be taken when merchants face to consumer return?
Linda Bustos (2008) showed an example that Shoeline.com asked consumers the reasons that they return the products: too long? too short? too wide? too narrow? then use graohics mode to display information intultively in the product page:
This picture contains a lot of information, such as the goods return rate (compare with the general level), and the reasons why consumers return it back. By doing like this, the most direct benefit is to reduce the rate of return. At the same time, it reduced consumer wrong decisions, such as a shoes picture make you feel very long, but they are very short in the actual, so many consumers’ return reason would be ” too short”, the result will be seen by other consemers, help them choose the right size, shopping behaviour will be more mature.
From the point of view of consumers, the most important thing is attitude when businessmen in face of the return problems. Consumers want to return, means that the consumer “dissatisfied”, although reasons may be various. Business quickly and unconditional return service, not only can reduce consumers’ shopping risk, the brand will leave a good impression in the customer heart at the same time. In addition, the band reputation will be better, it is very helpful for the long-term development of the enterprise.
Kaitao Y. (2003). Effective and mesures to control and reduce the return rate. China Academic Journal Electronic Publishing House. 34-36