5 Elements of a Strong Return Policy

Retailers have finally started to realize that it’s essential to make a strong return policy, not just leave it as an afterthought. E-commerce retailers forever have focused on creating the perfect buying experience, neglecting the equally important experience after the purchase. In fact, Mike Hayes recently noted in a Shopify article that a strong return policy minimizes the number of returns you’re likely to receive.
While there is no one-size-fits-all “best” return policy to implement across all industries, the most successful online retailers do share a few core similarities in their policies. Here are five of the most common elements of a strong return policy.

ONE: Finite Policy Period

It might make a customer feel assured, but there should be a set deadline to one may return an item. It’s common to allow 30-day returns, although 60 and 90 days also work well. Industries that sell perishable items may demand a much shorter window, of course, as well as for products that are malfunctioning or damaged.

TWO: Plain English, No Jargon

If one thing can separate you from the big guys, it’s the customer’s ability to actually understand what you’re all about. Cater to an average shopper and use a straightforward language that doesn’t leave them more confused than before. This way, nobody will make a mistake understanding your return policy other than what is plainly stated.

THREE: Provide Accurate Product Images and Description

It’s said a picture is worth a thousand words, which means a video is worth that much more. Online merchants are more than capable of preventing most of their returns by explaining in accurate detail what the product can deliver. Well-lit pictures and videos of each item in use can give the customer an accurate idea of what they can expect from their purchase. Be sure to use your words too, rather than just rely on the images and video; while they’re powerful tools to use, there are some things you’ll need to explain in detail about the product.

FOUR: Specific Instructions on Return Policy

This coincides with the second tip. Not only should your return policy be very easy to understand, but your customers need to know exactly how they should return a product. One example is ASOS’ return policy, which tracks returns and goes into detail to explain what a customer must do: put the shipping label on their package and send it to any USPS drop box or post office. Make sure to explain how simple the process is, and avoid hidden costs. If the customer must pay, explain that clearly and immediately before the customer has made a purchase.

FIVE: Offer the Ability to Exchange

When a customer is unhappy with their product, it’s best to give them more than one avenue of resolution, whether that’s a full cash return, equal store credit, or equal value product exchange. While it may be common practice, you shouldn’t feel pressured to give a full refund if you’re not comfortable doing that. However, if there is damage or malfunction, the customer shouldn’t be the one to pay extra; replace the item or provide a full refund without cost to the customer in these cases.

It’s not surprising that most customers don’t want to have to pay for a restocking fee or return shipping. Because of this, it often is decided to develop a return policy that allows exchanges and returns at no additional cost to the customer. Although the cost will come out of your pocket, you may just find that returns don’t quite increase with a reassuring policy in place.