Overall perception about the retailer with easy returns policy
Option 1- I would shop more often with that retailer
100.00 80.00 60.00 40.00 20.00 0.00
0.00 Just like me
78.57
Like me
14.29
Somewhat like me
0.00 Neutral
7.14
Not much like me
0.00 0.00 Not like me
Not at all like me
2.8 PREFERRED CONVENIENCES DURING PRODUCT RETURNS
What factors mitigated to an extent the dissatisfaction of receiving a product that did not match their choices?
The options according to their order of importance are shown in the Exhibit 9
Exhibit 9 Measures taken when customer is dissatisfied after receiving the product
|
About 93 % of the respondents said that they would prefer to shop more with the retailer that had easy and user friendly returns policy.
Option 2- I would recommend the retailer to a friend
70.00 60.00 50.00 40.00 30.00 20.00 10.00 0.00
7.14
64.29
0.00
Just like me |
Like me |
Somewhat |
|
|
like me |
21.43
Neutral
7.14
Not much like me
0.00 0.00
Not like me
Not at all like me
|
12 %
12 %
|
12 %
15 %
|
17 %
15 %
|
17 % |
Automatic refund for purchased once return has been made
Automatic reimbursement of shipping charges incurred due to refund
An easy to follow procedure for returning the item
A return level available right in the parcel delivered
An easy to print return label
Multiple options available to ship back to the retailer
Ability to return to a store in my city / town instead of sending back in a mail / courier
|
Word of mouth being a dominant method of customer dependent promotion, around 73 % of the respondents said that they would spread positive word of mouth communication about the retailer who had an easy and user friendly returns policy.
Option 4- I would drop another retailer with less easy returns policy
40.00 35.00 30.00 25.00 20.00 15.00 10.00 5.00 0.00
0.00
21.43
28.57
Just like me |
Like me |
Somewhat |
|
|
like me |
Neutral
Not much like me
Not like me
Not at all like me
The next option about dropping another retailer who did not have an easy returns policy secured a more or less neutral response while the quality sensitivity of customers showed no change even if the returns policy was favorable.
35.71
14.29
0.00 0.00
! The most important factors are instant refund of money after the item is returned and instant reimbursement of shipping charges incurred by customers.
! A returns label sent with the parcel delivered was perceived as very convenient when compared to when customers had to print the label from the website
! A simple easy to follow returns policy gained favor after this
! A new idea of letting the customers deposit the parcel at a pick up point in their city was suggested and that was next in the order of preference
Looking at how respondents rated the options in detail we go to the next part of our analysis.
Option 1 – Automatic return for a purchase once return has been made
Not at all Important 0.00
Option 5- I would focus less on price and more on their service quality |
Very Unimportant
Somewhat Unimportant
Neutral
|
0.00
0.00
|
7.14 |
40.00 35.00 30.00 25.00 20.00 15.00 10.00 5.00 0.00 |
14.29
7.14
14.29
Just like me |
Like me |
Somewhat |
|
|
like me |
|
35.71
Neutral
|
28.57
Not much like me
0.00 0.00
Not like me
Not at all like me
|
Somewhat Important
Very Important
Extremely Important
14.29
21.43
57.14
0.00 10.00 20.00 30.00 40.00 50.00 60.00
|
|
|
|
|
41 |