Why a transparent returns policy builds customer trust

With many major fashion players – such as H&M and Zara – now charging for online returns, there’s never been more consumer focus on brand returns policies. So, whether you choose to charge or not (read our recent blog to find out more), it’s crucial to communicate your brand’s policy transparently. Read on to discover how simplicity and clarity around returns can drive growth and build long-term brand loyalty. 

Give your customers confidence 

Unlike with in-store shopping, e-commerce customers cannot try on clothes in person, which can make buying items riskier. “It can be difficult to choose the right size or know which style or colour will suit you best when shopping online,” explains Ruud Mars, Director of Business Development Transport at Bleckmann. “This means that customers may be reluctant to buy items without a clear understanding of your returns policy.” 

Knowing they can return items that don’t fit or look right can encourage consumers to finalise their purchases. So, how can you offer a clear returns process to help your customers shop with confidence and have an excellent experience with your brand? 

The benefits of a clear returns policy  

Enhancing customer loyalty 

A simple, comprehensive and transparent returns policy can help enhance customer loyalty by increasing trust in your brand. “Few things frustrate consumers more than wanting to return an item and then coming across an unclear returns policy,” continues Ruud. “To avoid this, make sure your policy is written in plain English and easy to find on your website. It should also be clearly communicated to shoppers before they make a purchase. This sends a clear signal to customers that you stand by the quality of your products and that you’re committed to making them happy. This helps them to shop with confidence, which means they’re much more likely to return in the future.” 

Protect your brand’s reputation 

On the flip side, having a clear returns policy is also crucial to maintaining your brand’s reputation. “If your returns policy is fifty pages long and only mentions the cost of returns on the very last page, customers may feel cheated if they’re then forced to pay,” adds Ruud. “This can lead to customers leaving negative reviews online – one of the quickest ways for you to lose potential business. Clearly communicating your returns policy will prevent this.” 

Keeping up with your competitors 

A simple and transparent returns policy also provides a clear competitive advantage. With returns playing an increasingly important role in customer decision-making, more and more customers are looking at your returns policy before committing to a purchase. While the content of the policy will vary from brand to brand, the value of simplicity, transparency and consistency cannot be overstated. This is reflected in research conducted on 2,000 shoppers in France which found that 71% would be less likely to make a repeat purchase following a bad returns experience.¹ 

Tailoring your returns policy to suit your strategy 

A returns process governed by a clear and coherent policy is essential to ensure both operational efficiency and customer satisfaction. In addition, the content of your policy should reflect your operational set-up and strategic objectives. This may mean charging for returns or offering customers alternatives to a simple refund. But whatever the process involves, it’s important that you communicate it clearly to your customers. 

“A simple and transparent returns policy is not only necessary from a customer service perspective,” concludes Ruud. “It’s also a key strategic tool that can drive growth and brand loyalty in an increasingly competitive market – helping you to deliver a consistently excellent customer experience and invest in growing brand loyalty.”