How to Use Post-Peak eCommerce Returns to Build Customer Loyalty
One in three online purchases are being returned, compared to 9% of in-store purchases.
49% of UK online shoppers have returned goods back in the past year, rising to 60% for 16-34-year olds.*
While high return volumes can feel like a logistical nightmare, they’re also a golden opportunity. Handled correctly, post-peak returns can become a powerful loyalty-building tool. By streamlining the returns process, communicating openly and going the extra mile for your customers, you can turn what is often seen as a negative experience into a positive one.
Below are key strategies to leverage post-peak eCommerce returns and transform them into long-term customer loyalty.
1. Simplify the Returns Process
Why it Matters: Today’s customers expect a seamless returns experience, especially after a busy shopping season. Complicated processes, lengthy wait times and poor communication all create friction and undermine customer confidence.
How to Do It:
Clear Instructions: Provide simple, step-by-step instructions in your return policy and in all post-purchase communications.
Pre-Printed Labels / QR Codes & Easy Drop-Off: Offer pre-printed labels, QR codes and multiple return options, such as free courier pick-ups or convenient drop-off locations.
Self-Service Portals: Implement a user-friendly returns portal where customers can initiate returns, track their status and access instant support.
When returns are hassle-free, customers feel valued and are far more likely to shop with you again.
2. Communicate Pro-actively and Transparently
Why it Matters: Uncertainty breeds dissatisfaction. Customers want to know what’s happening with their return, how long it will take to get a refund or exchange and what they can expect next.
How to Do It:
Automated Email Updates: Send timely email or SMS notifications at every stage of the return process – when the item is received, inspected and the refund issued.
Honest Timelines: Be upfront about processing times. If your returns volume is high and delays are expected, let customers know early so they can plan accordingly.
Dedicated Support Channels: Offer a dedicated customer service line or live chat for returns-related enquiries. Prompt responses and empathetic communication can transform a potentially frustrating experience into a reassuring one.
By keeping customers informed, you show respect for their time and build a foundation of trust.
3. Personalise the Experience
Why it Matters: Personalisation is what sets brands apart. When customers feel seen and understood, they become more loyal.
How to Do It:
Tailored Recommendations: After processing a return, send the customer a curated selection of alternative products they might love. Perhaps they returned a pair of shoes that didn’t fit – suggest a similar style in their size, or recommend matching accessories.
Segment Your Messaging: Identify common reasons for returns – sizing issues, product quality concerns, or style mismatches and tailor your outreach accordingly. If you know why they returned a product, you can better address their needs next time.
By showing that you’ve paid attention to their preferences, you make customers feel appreciated and understood, increasing the chance they’ll give you another shot.
4. Offer Flexible Return Options
Why it Matters: Not every customer wants the same solution. Some want instant refunds, others prefer exchanges and some may even want store credit. Offering multiple pathways not only provides choice but also reduces friction.
How to Do It:
Extended Return Windows: Just after the holiday rush, consider offering a slightly longer return window. This goodwill gesture can ease stress on both your customers and your operations.
Instant Exchanges: If possible, offer immediate exchanges – ship the new item as soon as the return is initiated. Quick gratification can soften the inconvenience of returning a product.
Store Credit Incentives: Offer a small bonus if customers opt for store credit instead of a refund. This can encourage them to stay engaged with your brand.
Giving customers more control over the returns process shows flexibility and fosters a sense of mutual respect.
5. Turn Feedback into Improvement
Why it Matters: Returns aren’t just about processing the item and moving on, they’re a goldmine of insight. Understanding why customers return products can help you improve quality, sizing charts, product descriptions and more.
How to Do It:
Collect Return Reasons: Include a simple questionnaire in the returns portal asking why they’re returning the product. Was it too big? Too small? Not as described?
Analyse Trends: Track and analyse return data. If a particular item has a higher-than-normal return rate, it may indicate a design flaw or misleading product information.
Share Insights Internally: Pass this feedback to your product development, sourcing, or marketing teams. Continual improvement ensures fewer returns in the future and a better customer experience overall.
By showing customers that their feedback leads to tangible improvements, you convey genuine care about their experience, reinforcing brand loyalty.
