You’ve packaged up your product with care and shipped it out to eager customers. But it didn’t quite fit the needs of the customer, for whatever reason, and now it’s headed back to your distribution center with a return label. While this isn’t the desired outcome, the return process is a critical component of the customer experience, and one that marketers would do well to focus more time and effort on.
As consumers have become more confident and comfortable with online purchasing, e-commerce has swallowed up substantial shares of overall purchases. More customers are bringing the shopping experience to them, evaluating quality, fit, and even options in the comfort of their own homes. Because shopping is typically a comparative process, an influx in returns is a natural accompaniment to more online ordering.
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