Best Practices for Return Reduction
Sizing
Optimizing Size & Fit Information
Provide standardized size charts (EU/UK/Numeric), include specific garment measurements (cm/inches) and body measurement guidance. List model's height and size worn. Use clear fit descriptors (e.g., slim, regular, loose) & stretch info.
Addressing Bracketing Behavior
Improve sizing confidence through accurate tools (Size Rec, VTO). Provide clear fit information. Consider policies or communications that gently discourage excessive bracketing while maintaining customer trust.
Policy
Strategic Return Policy Design
Evaluate Free vs. Paid returns (€0.50 Wehkamp example) balancing cost/sustainability with customer experience. Consider Omnichannel return options (free in-store) if applicable. Explore circular models (resale/recycling) for sustainability.
Product Information
Improving Product Visualization
Use multiple high-quality images (on-model, flat lay, detail shots). Consider 360-degree views and video where feasible. Ensure accurate color representation. Write detailed descriptions covering material, texture, feel, and drape.
Managing Product Perception Gap
Ensure online representation accurately reflects the physical product. Focus on details that cannot be assessed online (texture, weight, true color, material quality) through detailed descriptions and high-fidelity visuals.
Data & Analytics
Leveraging Return Data
Implement systems to track specific return reasons. Analyze data regularly to identify trends by product/category. Use insights to correct product listings, improve sizing guides, or inform future buying/design decisions.
