How Returns Can Help Multichannel Retailers Beat the Competition

Match your policy to your business, Forrester advises. Compare the electronics industry to someone selling home soft goods, for example. With larger electronics, there’s a higher cost to accept returns but a much lower risk of customers receiving something unexpected. Returns are much more likely to result from items being damaged en route or shipped in error.

Consider warranty programs at checkout to provide peace of mind. Also, insure your shipments to protect against damages. If you have brick-and-mortar locations, offer in-store pickup programs. And if you have a sophisticated customer database, consider offering more generous returns’ policies to your best customers. Finally, whatever your program, communicate it clearly.

Karl Ryder is vice president of strategic accounts, retail and consumer goods at UPS. He can be reached at kryder@ups.com.