Cross-Channel Returns Remain a Challenge for Retailers

A key theme to emerge from Total Retail's second annual Top 100 Omnichannel Retailers report was the difficulty brands have in implementing systems that enable customers to easily return products across channels — e.g., buy online, return in-store. Of the 100 retailers analyzed, 16 retailers had cross-channel returns with no exceptions; 62 percent of retailers offered cross-channel returns, but with some sort of exception (e.g., not available for all products, or the service was only offered at select stores); and 22 percent did not offer cross-channel returns. This compares to 72 percent of retailers in 2017 that offered cross-channel returns; 13 percent that offered returns with some exceptions; and 15 percent of retailers that didn't offer cross-channel returns at all.

With the increase in online shopping has come a subsequent increase in product returns. Therefore, retailers are under pressure from omnichannel shoppers — who often start their purchase journey in one channel and finish it another — to offer returns across channels. It's surprising to see that more retailers didn't offer cross-channel returns this year (22 in total) vs. last year (15).

Here's the list of retailers that earned the maximum credit in the cross-channel returns category (one of seven omnichannel criteria that the 100 retailers were judged on, along with does the retailer offer buy online, pick up in-store; does it offer the ability to search for in-store products on its website, including access to stock availability; does it offer a shared cart across channels (e.g., mobile to desktop); can loyalty points be earned and redeemed across channels; does it offer five or more channels for customers to engage customer service staff; and is product pricing consistent across channels):

• UGG;
• Vitamin Shoppe;
• Zumiez;
• The Container Store;
• Sierra Trading Post;
• Ann Taylor;
• Best Buy;
• Bass Pro Shops;
• Neiman Marcus;
• Express;
• Tommy Hilfiger;
• Bed Bath & Beyond;
• Calvin Klein;
• J.C. Penney;
• The Home Depot; and
• Target.

For more key trends to emerge from this year's report, as well as to see the entire ranking of 100 retailers, download the full report for free today.