How Returns Can Help Multichannel Retailers Beat the Competition

“Just knowing that it’s easy to return something makes customers feel good about ordering from us,” says Diana Kingree, director of commerce at Smartphone Experts.

Match your policy to your business, Forrester advises. Compare the electronics industry to someone selling home soft goods, for example. With larger electronics, there’s a higher cost to accept returns but a much lower risk of customers receiving something unexpected. Returns are much more likely to result from items being damaged en route or shipped in error.