Study: Retailers’ return policies not user friendly

Santa Clara, Calif. -- A study of some of the country’s largest retailers’ return policies has found significant failings, according to CrossView, a premier provider of cross-channel commerce solutions.



“This study illustrates that while retailers have a handle on the overall importance of consumer-friendly policies, there are some glaring failures -- particularly heading into the holiday season when returns are incredibly important to the customer experience,” said Jason Goldberg, VP strategy & customer experience, CrossView. “Retailers need to be aware that their return policy will have profound effect on overall purchase decisions.”



Findings include:



Over half do not include their return policy on the homepage.



Sixty-five percent require a receipt for returns. “This has obvious fraud-prevention implications, but during a season where many purchases are gifts, retailers should investigate other verification options," Goldberg said.



One-quarter does not allow cross-channel returns. “Consumers expect a seamless experience when they’re shopping, and returning items is no different,” Goldberg said. “Luckily, there are technology platforms available that deliver a more cohesive experience across channels.”



An estimated $43 billion worth of merchandise was returned during last year’s holiday season alone, according to CrossView.



CrossView conducted the study in October.