In the fashion industry, returns are often considered an expensive inconvenience for brands, and it’s easy to see why. Processing them effectively requires significant effort, manpower and resources. And e-commerce-driven behaviours such as ‘wardrobing’ and ‘bracketing’ only add to the problem. However, brands that are willing to look at the returns process as a potential asset can turn it into a driver of long-term customer loyalty.
Press play on the Beyond Threads webinar for a deep dive on how optimising your returns process can differentiate your brand, delight customers and deliver strategic benefits. Get the full story from Michelle Stolk, Head of Strategic Transport Projects at Bleckmann.
In returns management, customer excellence is a strategic priority
For today’s shoppers, the returns process is about more than just functionality. In fact, it can often be the deciding factor in whether or not to make a purchase, as Michelle explains: “As customer expectations rise, shoppers want the same level of choice and control over the returns process as the outbound process,” she says. “A complex returns process is a major pain point, causing over 40% of shoppers to consider shopping with other retailers.”1 In short, delivering a simple, streamlined and well-adapted returns process has never been more essential for winning and retaining customers.
Developing a holistic vision of your returns process
So, how can brands transform returns from a pain point into a powerful accelerator of customer loyalty? The key lies in understanding the optimisation opportunities available at each stage of the customer journey. “From providing a user-friendly returns portal to keeping customers updated with more regular notifications on the progress of their return, fine-tuning every aspect of the returns journey is key to ensure customer excellence,” continues Michelle. “However, without the right tools, many retailers will struggle to manage this complex and potentially costly process effectively on their own.”
Get the support you need to make returns a strategic asset
If you’re unsure where to begin on your returns optimisation journey, working with an expert partner can help. For example, a third-party logistics (3PL) provider can guide you in developing a seamless digital returns experience from A to Z. However, it’s not just about the digital side of things. Customer experience also depends on infrastructure. And a fashion-specialist 3PL can provide the extensive carrier network and expert value-added services you need to manage returns as quickly and cost-effectively as possible.
Working with a specialist partner can also help you to optimise the returns process by generating valuable insights into customer behaviour. For example, diving into the data can reveal which products are being returned more frequently than others. A logistics expert can help you work out why, so you can implement the necessary changes to your supply chain or design process. They can also advise on whether implementing a return fee could be an effective solution to disincentivise behaviours such as ‘serial returning’.
Ready to accelerate your returns optimisation journey?
Finally, a specialist fashion logistics partner can also help make your returns process more sustainable. This could involve minimising packaging waste, consolidating returns, implementing route optimisation technology or offering the option of returning unwanted products to stores. A specialist fashion 3PL provider will have both the scale and expertise you need to take the next step on your returns optimisation journey, striking the ideal balance between convenience, sustainability and operational efficiency. This way, you can ensure that your returns process reflects your brand as well as your products do.
Press play on the Beyond Threads webinar for more insights and best practices on optimising your returns process.!
