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Running an eCommerce business means every day is different. One could be dedicated solely to packing and shipping items, the next to updating your site with new products. All part and parcel of being an online retailer.

But there are certain aspects of the job that throw even the most seasoned sellers for a loop. The challenge of serial returners and how to handle them, for example.

You want to serve your customers as best as you can. But after a certain point, there’s no denying that something needs to be done. According to KPMG analysts, returns cost retailers close to £7bn a year. 

So, how can you go about preventing recurring returns while maintaining good customer relationships and doing the best for your business? Read on to find out.

What Are Serial Returners?

As an e-commerce business owner, you’re well versed in the process of delivery and returns. But what is a serial returner and how can you spot one? A serial returner is not a customer who returns only one or two items during the holiday season or after their birthday.

A serial returner is a customer who makes a habit of regularly and repeatedly returning items they have purchased or someone else has purchased on their behalf. This can be someone who is bad at controlling their spending habits and later regrets many of their purchases. But it could also be a customer who has some sort of bad intentions.

Because of this, a serial returner can be a thorny issue to handle. That said, returns are a costly thing for sellers to deal with. They represent trillions of dollars worth of losses for retailers each year.

How to Lessen the Burden of Returns

There are a few different tacks you can take when it comes to dealing with serial returners and returns in general. Amazon chose to ban all serial returners. This is a risky tactic, and for smaller retailers should only be used as a last resort.

Before getting to that stage, try these tips to prevent returns instead. First, try providing more accurate information about your products in your online product descriptions. If you sell clothing, improve your sizing charts.

You can also refine and clarify your returns policy. Make the product return time window shorter and make sure your policy is prominently displayed and explained on your site.

You can also improve your shipping process to ensure that your items always arrive on time and at the correct location. This, in turn, will decrease the chances of an item arriving late for a specific date or no longer being wanted when it does arrive. This is an easy and effective way to help reduce returns while keeping your customers happy.

Make Shipping and Returns a Breeze With SmartConsign

Serial returners are a problem, but not one that can’t be solved. If you’re tired of losing money to avoidable returns, SmartConsign can help. Request a demo today to see how you can level up your business with our smart shipping logistics support system.

When the potential for sales is highest, the last thing you want to think about is product returns. However, ignoring the bigger picture and inadequate planning for product returns will cost you. 

To learn more about how to manage returns like a pro, keep reading below!

Peak Season Comes and Goes But Returns Are Year-Round

For managers, the purpose of a sale and the hype of peak season comes from turning over a high volume of products. Understandably, few managers want to think about returns after the sales.

However, returns are an inevitable part of the eCommerce economy. According to research, close to 70% of online shoppers take note of a brand’s return policy before they buy. Furthermore, with 1 in 4 customers likely to discover your brand for the first time during peak season – creating that first impression is vital.

Delivering a positive return delivery experience can help lock in brand loyalty and drive repeat business. Therefore, making sure your return policy is clear and easy to access should be a top priority.

Mishandling Products Will Hurt Your Bottom Line

There are plenty of reasons why shoppers return their purchases; understanding some of the underlying causes might help you plan. From wardrobing, damaged goods to failed deliveries, the list is endless.

But it doesn’t have to compromise your revenue targets. On the contrary, the quicker you can get eligible returned goods back into the sales funnel, the more chances you can protect your revenues. 

Firstly, start by planning approximately 10% of your retail sales for returns. 

Next, make sure all your systems and processes are unified by onboarding an advanced multi-carrier management system. These systems are designed to manage all aspects of your shipments and are easy to install. 

Finally, make sure the system you install is carrier agnostic like SmartConsign; unlike other systems, they do not charge carriers to integrate onto the platform – which means that the rates you access are unbiased. 

With returns management costing almost twice as much as outbound shipping, ensuring you get the best carrier rates is vitally important.

Turn Returns Into Profit With Some Simple Strategies

Whilst not all returned goods are equal, there are still opportunities to recover your losses. Just over half of returns are not fit for reselling at full price and based on the latest research, that equates to approximately £400bn worth of goods.

Successful eCommerce businesses mitigate the loss by selling returns in the outlet section of their website. So – the concept serves an entirely new audience. 

An alternative strategy might be to offload returns to online auction houses like Trade-secret.co.uk or auctioneering site John Pye for larger or higher value ticket items.

Furthermore, these strategies help to minimise the volume of goods sent to landfills, so it’s not only good for business but also good for the planet.   

Think About the Bigger Picture, Not Just Peak Season

Peak season is one of the more exciting parts of online retail, but it’s just one part of the bigger picture. After peak season inevitably comes an influx of product returns. And if your company is not prepared for that, it risks missing out on chances to recoup on losses.

To help improve your chances of success, invest in a system that connects all your shipping carriers, sales channels and partners. Whilst you cannot control the timing and volume of returns after each sale – you can have the best system in place to mitigate potential losses. 

Peak season has already started, but you still have time to build your returns management strategy. To discover more – search for SmartConsign and talk to our returns management shipping experts.