E-Commerce Returns & the Lack of Consistency in Product Info
The lack of consistency related to product information across e-commerce channels is causing a major problem for retailers in the form of returns according to Shotfarm.
The company's recently released Product Information Report revealed that 42 percent of U.S. consumers have returned something they have purchased online. The problem seems to affect online apparel retailers the most with 25 percent of U.S. consumers returning an item in the last year because the product information provided did not match what they purchased. In comparison, just nine percent did the same with consumer electronics and seven percent for household goods.
Perhaps more damaging is the fact that inaccurate product descriptions turn off consumers from ever shopping with a retailer again. In fact, 87 percent of consumers are unlikely to ever buy from a retailer if they buy an item that did not have a correct product description.
Returns are not the only problem facing online retailers of course. The quality of customer service consumers experience through all channels (email, phone, etc.), according the Shotfarm study, can significantly impact a retailer's bottom line. In fact, 66 percent of U.S. consumers are willing to spend more money with a company that provides them with excellent customer service, according to Microsoft, while 60 percent of consumers say they have not completed an intended purchase due to a poor customer service experience.