How To Decrease Product Returns
So what can CE sellers do to decrease returns? Consumers have a few ideas.First, it is no surprise consumers feel that “better working products” (indicated by 61 percent of recent returners) would make them less likely to return.But many said more conscientious pre-purchase actions, including more product research on their part (29 percent), better retailer customer support (26 percent), and better instructions from the retailer (24 percent).Consumers perceive return prevention as a responsibility shared (at least in part) by retailers, manufacturers and themselves.
While CEA’s research has shown the rate of product returns remains steady, the flow of returned products still adversely hits the CE industry’s bottom line. Though manufacturers can take steps to ensure fewer defective products, proactive ways exist to help set and manage consumer expectations for product performance.First, reach consumers with messaging aimed at communicating how the CE device is meant to function.Is it interoperable with other products and brands? How difficult is the set-up process?Beyond traditional brand messaging, in-store communications and even demos will reach prospective buyers at the perfect time before the purchase.If ease of set-up and use are attributes of the device, take this opportunity to emphasize these elements.
Second, find ways to simplify the set-up process.With more Internet connected devices expected to enter homes in the coming years, it will be increasingly important to streamline the process of getting these devices online.While user manuals are sufficient in many cases, allowing consumers to view online videos detailing set-up or talking with a live tech support rep will help ease consumer anxiety.Examine the media habits of those buying your products and target the set-up information to their particular style, such as whether the person consumes news predominantly online or from newspapers. Knowing some of these habits will help you tailor set-up information in a format that’s easy for your customer to digest.