I purchased a new leash for my dog a few weeks back after finding the best price online. When the package arrived, I then understood why their prices were so good. Encased in a soft package that looked pretty beat up and protected only by two pieces of cardboard, I was inclined to write a post about the mediocre appearance. However, I got a good price for the leash so it didn’t really matter how it was presented. At least that’s what I thought.
When the leash broke, and I needed to exchange for a new one, is when the problems really started. The sheet that accompanied the package didn’t mention one thing about returns (it did happen to mention how great their service is and to recommend their store) and when I called them to discuss the problem I had to ask a list of questions about how I should return it, who I should direct it to, etc.
Upon receiving the leash, I received an email from them confused about the returned item, most notably that I sent them a medium-sized leash when in fact I ordered a large one (they actually questioned whether I sent a different leash when they were at fault for sending the wrong size). Instead of exchanging for another leash and risk another problem, I asked for my money back.
What could they have done differently?
Get inspiration from how the great online retailers communicate with their customers. From personal experience, MR PORTER and Amazon are two of the very best:
MR PORTER: Adopting clear step-by-step return instructions, much like luxury online retailer MR PORTER incorporates, would make things a lot less frustrating for customers. The entire process with MR PORTER was straightforward, almost like they encourage returns. While they may pay more for their carefully designed and thought out return cards, I fully trust the brand and know they will take care of me in the future.
Amazon: Have a look at the slip from my Amazon order. It is full of important and helpful information that made me feel comfortable and confident buying from this online mega-retailer. This smallish piece of paper includes everything from returns, feedback on packaging (would have been helpful for my leash order) and to remind me of more items being shipped.
What’s the point of keeping costs low in order to be competitive if it jeopardizes future business with your customers? With lesser-known businesses popping up online in the thousands everyday, it’s more important now than ever to be synonymous with trust. Implementing a great return policy and engaging conversation with your customers will go a long way in building that trust.
