In today’s multiple-channel retail environment, returning an online purchase to a store can add an extra layer of frustration for customers and retailers alike. But, it doesn’t have to be that way.
My recent experience with a national brand retailer showed me how a creative use of email could make the return process less onerous, increase customer satisfaction, and drive increased revenue.
My wife and I received a wonderful holiday gift from a colleague, who had bought it online from an upscale home furnishings retailer. We loved it, but we already owned one. So, we decided to exchange it.
This retailer had a store near us, so we took the gift to the store, found something we liked and took both items to the checkout counter to make the exchange. Easy enough, right? Not quite.
The clerk handling our transaction told us we could not exchange the gift for store credit because it had been purchased online. The returned merchandise would “go...