Fixing the Online Experience — One Frustrated Click at a Time
How to Keep the Entire Purchase and Diminish the Return Rate
Last week, we dove into the challenges facing today’s retail landscape and explored strategies brands can use to rejuvenate their brick-and-mortar stores. Today, we’re diving into the online realm to uncover forward-thinking solutions for reducing return rates and boosting customer loyalty.
One of my favorite thrills of online shopping is tearing open the package after a long day at the office—a sugar-induced after-work snack with a side of fashion show. I recently bought a bunch of office-friendly dresses from Anthropologie’s website, but the overall experience left me less than thrilled. The return process was a hassle, took forever, and my account wasn’t refunded for almost a month. This made me realize that no consumer wants to endure a cumbersome return process, and no company wants to bear its operational costs. A clunky return process can rapidly erode revenue and customer loyalty. How can brands rewrite this narrative to reduce their return rate, maintain loyal repeat customers, and easily acquire new ones? Today, I’m sharing three forward-thinking solutions to help you achieve just that.
It’s All In The Details
I work in fashion, diving deep into the nitty-gritty of garment construction, fabric types, and pattern play all week long. But I’m not your average online shopper; most people can’t tell the difference between knit and woven fabrics or recognize a straight hem versus a shirttail hem. Brands need to up their game and simplify things for customers. Product Detail Pages (PDPs) should provide clear, easy-to-understand information about fit, quality, and wearability. This will help align customer expectations with the actual product and increase overall satisfaction. A couple of examples worth noting:
Fabric is a bit sheer, but it’s perfect for giving you a confidence boost on date night
The model is 5'5", and the skirt hits right at mid-thigh—flirty without being too revealing
I’d much rather read those and confidently add items to my cart—wouldn’t you?
Filter Out the Clutter, Find What Matters!
Let’s face it—your time is precious, and sifting through long reviews isn’t efficient. Most people only write reviews when they’re really dissatisfied. A smart review system could save millions by identifying issues early and streamlining operations. Brands should design their websites to let customers filter reviews, focusing on the most important aspects of a garment: fabric, fit, and overall value.
Instead of giving customers free rein to write reviews, let your copywriter have fun crafting detailed multiple-choice options that capture the experience. This approach will enable the algorithm to filter and highlight exactly what customers need to know before confidently adding items to their cart. For example, a powerplay on fabrication should look like this:
Too Sheer: I’m a modest girly
A Little Sheer: I need a cardigan if I want to wear it from 9 to 5
Sheer but Perfect for Date Night: Just the right amount of allure
I'm all in for filling out a review, especially if I only have to select a few buttons instead of writing a novel. Brands could offer perks like free shipping or early access to new product drops as rewards for completing reviews. With a bonus on the table, customers are far more likely to participate. SIGN ME UP!
Hey There, Can I Get This In My Size?
The biggest challenge with online shopping is its inherent isolation. There’s no sales associate to give you a confidence boost, suggest alternatives if you're unhappy with the fabric, or fetch a different size if it doesn’t fit. The ultimate goal is to keep everything, and they, help you do this. If you miss the guidance of a sales associate (or your best girlfriend in the fitting room) while trying on clothes at home, brands can offer free virtual shopping appointments with a lead stylist. A quick 15-minute 1:1 session with an expert can provide the needed thumbs-up, suggest outfit pairings, and help you make the best decision before taping up the return box. Plus, the cost of a stylist's yearly salary is a drop in the bucket compared to the massive operational expenses of managing returns.
Take it one step further and embrace AI. Swap out the stylist for AI models to cut costs and deliver sharper, more personalized recommendations—leaving traditional bots in the dust.
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We are vastly approaching 2025; therefore, it’s time to get smart! Implementing these three savvy solutions will supercharge online shopping and cut return rates in half. By simplifying product details, refining review systems, and utilizing virtual stylists, brands can delight customers and streamline operations. It’s not just about enhancing loyalty—it’s about transforming shopping challenges into growth opportunities.
I offer expert consulting services in merchandising strategies. If you’re interested in learning more, click here.
Great insights!!