Avec l’augmentation des achats en ligne, les retours colis posent problème aux e-commerçants.
According to Atlantic, the e-commerce return rate varies from 15 to 30% for a marketplace compared to 10% for a physical store.
This is especially the case in the fashion industry, as consumers cannot try on items before buying them. Often customers need to order the same product in multiple sizes or shoe sizes.
What are the reasons a customer returns a package?
Payments Journal dévoile les principales raisons pour lesquelles un client retourne un colis. Dans 60% des retours colis, le produit est abîmé ou défectueux et dans 40% des cas les acheteurs changent d’avis, car le produit n’est pas perçu de la même manière entre la photo et la réalité.
In other cases, the product delivered is not the one ordered, the package is late or it is lost and the order has been cancelled by the customer.
Effectivement, on constate que dans la plupart des cas, les retours colis sont dus à 3 causes principales :
1/Logistics organization (packaging and transport)
2/ Lack of information (incomplete description, return policy)
3/ The customer’s voluntary choice to return the product
What are the costs of a return?
- The shipping cost of the first shipment
- Transport costs for the return of the package
- The time spent processing the package: opening the package, checking it, putting it back in stock or sending it for repair
- Reshipment of a new product
How to reduce package returns?
Optimize your e-commerce return rate
Tip n°1 Make complete product sheets
Pour éviter les retours colis, vous devez optimiser le taux de retour e-commerce. Vos fiches produit doivent être complètes et fournir toutes les informations et les caractéristiques nécessaires (contenu du produit, conseils d’utilisation, etc).
Par exemple, si votre site propose des vêtements et des chaussures : Fournir un guide des tailles, montrer les couleurs disponibles et spécifier les matières et teintes accessibles. Cela va améliorer également votre référencement naturel (SEO).
Tip n°2 Ensure the quality of your images and videos
Encore un point très important pour réduire les retours colis, c’est d’avoir une bonne qualité de photo ou vidéo. Les photos et les vidéos donnent des informations encore plus précises aux consommateurs et contribuent donc à la décision d’achat.
According to the Fevad study, 64% of visitors are more likely to buy a product after watching a video.
Tip n°3 Take care with the packaging and packaging of the product
To reduce parcel returns, take care of the packaging of the products you are going to ship and use adequate packaging. (see our advice on packaging).
If you are shipping fragile items, crash test packages to test their strength (see more in detail our advice on fragile products).
Enfin, si vous expédiez du vin, n’hésitez pas à lire nos conseils en téléchargeant our e-book.
Tip n°4 Inform your customers at every stage of the order
Offer several delivery options and inform your customers about the order process as soon as it is confirmed, as well as tracking details (order status, payment terms, delivery and/or warranty).
Tip n°5 Ask for customer reviews
Give your customers the opportunity to leave reviews on your site. You can go through a specialized site like Avis Vérifiés or TrustPilot. Customer reviews are also essential for your natural referencing.
Regularly send satisfaction surveys to find out how well your product meets their expectations. Do not hesitate to give them the opportunity to add photos or videos on your site using or wearing the article or product. When consumers know in advance what to expect from a product, it pushes them more easily to the act of purchase.
Make your parcel returns a competitive force
Conseil n°6 Définir une politique de retour claire et précise
Specify all the necessary information in your return policy and offer extended return periods (at least 30 days).
Les acheteurs en ligne achètent davantage sur un site où la procédure de retour est simple et accessible. Si vous avez une bonne marge commerciale, proposez à vos clients le retour gratuit, car cela va les fidéliser. N’hésitez pas à lire notre article sur "How to set your shipping costs".
Know that today 67% of e-shoppers check the return policy of a site before buying online.
Tip n°7 Create a page dedicated to the return procedure
The customer needs a page where they can submit a return request. Explain in detail the return procedure and specify whether the return is free or paid as well as the price.
It should be noted that the consumer has a right of withdrawal of 14 days following your shipment.
The main information that the return procedure must contain:
- Give return deadlines
- Explain which products cannot be returned and refunded
- Ask your customers for the Reasons for return.
- Offer several return methods (relay point, post office)
- Explain the procedure for preparing the package
- Specify in what condition the product can be returned
- Communicate repayment options and duration
- Provide the return label
Tip n°8 Offer multiple return methods
Donnez du choix à vos clients en leur proposant plusieurs modes de retour (point relais, bureau de poste, etc.) Si vous voulez gérer vos retours plus facilement, register for free on our My Flying Box platform. We negotiate attractive rates with our partner carriers.
What to do in case of lost package?
In the event of a parcel lost by the carrier, the customer must send you a request for reimbursement and you have the obligation to reimburse him within 14 days of his request.
My Flying Box already includes free insurance that covers you up to an amount of €50 including tax in the event that your package is lost or damaged.
You can also take the insurance «Ad Valorem » optional if your shipments contain valuables.
Tip n°9 Offer several reimbursement methods
You have the obligation to reimburse your customers within 14 days of receipt of the return. Offer different refund options, a credit note or an exchange and communicate refund deadlines.
The ecological impact on the decrease in returns
En adoptant tous ces conseils, vous allez diminuer le retour de vos produits et adopter une démarche écoresponsable dans l’envoi de colis.
Your impact on the environment, what are the positive effects?
- Fewer materials used for wrapping and packaging
- Less waste to recycle
- Less transport and therefore lower fuel emissions
Adapting a good return policy and communicating transparent and accessible information to online buyers greatly contributes to the act of purchase.
Finally, good returns management is a real competitive advantage.
This will allow you to:
✓ Increase your turnover
✓ Increase the shopping cart of your customers
✓ Build customer loyalty
