According to a recent Akeneo report, nearly two-thirds (65%) of consumers returned or exchanged a holiday purchase this year, with the majority (65%) preferring to return in-store rather than ship products back. This shows a growing consumer awareness of sustainability, as 68% of respondents acknowledged the environmental impact of returns. Also, 39% factored in these environmental concerns when deciding whether to make a return or exchange.
“Consumers expect detailed and accurate product information online, no matter where they are shopping. Brands that have invested in a strong product experience can reduce the amount of returns – positively impacting the bottom line while increasing customer loyalty and satisfaction by ensuring customers’ expectations are met. Strategies that put the product experience at the crux of customer experience (CX) have enhanced customer satisfaction, sustainability efforts, and boosted loyalty.” said Romain Fouache, chief executive officer at Akeneo.
The importance of accurate product informationÂ
One key driver behind product returns is inaccurate product information. In fact, 59% of consumers reported returning an item because the online product description was misleading or incorrect. In addition, 62% stated that having more accurate product details upfront would make them less likely to return a purchase.
Clothing items are the most commonly returned products, with 60% of respondents identifying apparel as their primary return category. The leading issues were related to sizing, accounting for 58% of returns. Other factors included conflicting or absent customer reviews (35%), misleading product images (34%), and inaccurate online product information (29%).
Who returns more, Gen Z or Boomers?Â
Furthermore, generational differences have a major influence on return behaviours. Millennials and Gen Z are most likely to engage in “bracketing”—purchasing multiple sizes with the intent to return one or more.
Meanwhile, older generations are less aware of the environmental impact of returns, with 38% of Boomers and 35% of Gen-X reporting little to no awareness. In contrast, younger consumers are more conscious, with 50% of Gen-Z and 46% of Millennials factoring sustainability into their return decisions.
A brand’s return policy also influences customer loyalty. A confusing or frustrating return experience can drive consumers away, as 60% said they would be at least somewhat unlikely to continue shopping with a brand that has a difficult return process. Of those, 29% indicated they would unlikely return as customers.
In addition, 44% of respondents said they consider a brand’s commitment to ethical and sustainable returns when deciding where to shop.