6 Strategies for Increasing Customer Retention Through Returns
March 19, 2021
by Rebecca Fox

Customer retention is a key factor to long-term success in eCommerce. Establishing a positive customer experience and encouraging repeat business is essential for building loyalty and maximizing profits. 

One of the most important facets of maintaining a positive customer experience is how your store handles returns. 

6 Strategies for Increasing Customer Retention Through Returns

Returns can be a great opportunity to increase customer retention and loyalty by delivering a positive customer experience. 

Here are some strategies for increasing customer retention through the returns process.

1. Make Returns Easy

Make sure your returns process is simple and easy to navigate. No one wants to spend hours trying to figure out how to return something. The more complicated the process, the more likely your customers are to give up and never come back.

When your eCommerce store has a straightforward and simple returns process, customers are more likely to shop with you again. How do you simplify the returns process? Automating the returns process as much as possible can make a big difference. 

Use a returns management system like ReturnGO that enables customers to initiate a return through a self-service return portal and automatically generate a return shipping label. This way, they can request a return without having to contact customer service and wait for a response.

By making returns a stress-free experience for your customers, you increase the likelihood that they’ll return to your store in the future. They’ll remember the convenient experience they had returning items to your store, which helps with building customer retention and loyalty.

2. Communicate Clearly Throughout the Return Process

Communication is key to keeping your customers happy and informed. Make sure your customers understand exactly how to return an item and are kept up to date on the status of their return request.

Provide your customers with clear instructions on how to return products, as well as a clear timeline of when they can expect to receive their refund or replacement product. 

Once the return has been requested, keep your customer updated on the status of their return shipment and refund. Send post-purchase emails to keep customers in the loop about their return throughout the entire return process.

By communicating clearly throughout the returns process, you can reduce hassle and frustration and boost customer satisfaction and retention.

3. Personalize the Return Experience

One of the most underrated strategies you can use to increase customer retention is to personalize the returns process

The key to truly connecting with customers and creating loyalty is to provide a personalized experience. When customers feel that their returns process is tailored to them, they are more likely to return to your store for future purchases. 

In fact, 80% of customers are more likely to make a purchase when provided with a personalized experience.

Take the time to understand your customers’ individual needs and preferences, and personalize the returns process accordingly. For example, if a customer is returning an item because it didn’t fit well, you could offer them a discount on a replacement item that better fits their size. 

Utilize tools like live chat and customer feedback surveys to better understand what makes customers feel valued, and tailor the returns process to the individual customer to increase customer retention.

Making the effort to personalize the returns process shows your customers that you care about their individual needs and are willing to go the extra mile to ensure their satisfaction and keep them coming back.

4. Encourage Exchanges Over Refunds

A highly effective strategy to increase customer retention is to encourage exchanges rather than refunds. 

The idea is to offer customers to exchange for a similar product instead of getting a refund.

Exchanges can be a great way to keep customers happy and loyal to your store, as it keeps them happy by providing them with a product that better suits their needs.

It’s important to make sure that your customers are aware of your exchange policy and how it works. Make sure to clearly communicate the eligibility rules, such as the items that can be exchanged, the time limit, and any other conditions that may apply.

You can even offer incentives such as special discounts on the new product when they make an exchange.

When customers have a positive exchange experience, they’ll be more likely to turn into repeat customers.

5. Analyze Returns Data

Collecting and analyzing returns data is an essential part of ensuring customer retention through returns. 

ReturnGO helps you automatically collect and analyze your returns data and gain actionable insights into your products and return process so you can improve your store and the customer experience.

Track returns data such as return reasons, customer buying patterns, and product return rates.

Analyzing your returns can give you valuable insights that can help you boost customer retention. 

For instance, it can help you identify if customers are returning items due to sizing issues or because of misleading product descriptions. With this data, you can then take the necessary steps to address issues and improve the customer experience, helping you to increase customer retention and build long-term customer relationships.

6. Provide Fast Refunds

Providing fast refunds will make your customers trust you more, making them more likely to buy from you again.

52% of customers say they would spend more if they knew they would receive a refund quickly. In fact, customers spend an average of 23% more when offered faster refunds.

If the returns process is too long and complicated, customers may give up and keep the unwanted items, and simply not buy from your store again. 

Instant refunds are a great way to speed up the returns process. Instant refund providers such as Refundid enable you to refund customers immediately after a return request is made.

Communicate clearly to your customers when to expect to receive the refund. Getting a refund as quickly as possible will improve the customer experience and make them more likely to come back to buy from you again.

What is Customer Retention Rate?

Customer retention rate is the percentage of customers who continue to buy from your store after a certain timeframe (month, year, etc). By tracking this metric, you can identify what keeps customers loyal to your store and how to improve the customer experience.

To calculate your customer retention rate, subtract the number of new customers you acquired within the timeframe from the total number of customers you have at the end of the timeframe. Divide that by the number of customers you started the timeframe with, and multiply by 100 to get the percentage.

Retain Customers Through Returns

Customer retention should be a priority for eCommerce stores looking to build a loyal customer base and maintain a competitive edge. 

Returns can be a great opportunity to increase customer retention and loyalty by delivering a positive customer experience. By implementing the strategies discussed above, you can fulfill your customers’ expectations and keep them coming back to buy from your store again and again.

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