Dive Brief:
- Human touch is an important part of the post-purchase experience for most shoppers, with 56% of U.S. consumers saying interaction with other people is extremely important during returns and refunds, according to the EY Future Consumer Index released last month, which surveyed 23,000 people.
- Another 55% of consumers said they found human interactions extremely important when they have questions or concerns about a product they purchased.
- Interest in post-purchase human interactions is part of a consumer shift from online to in-store experiences, and 3 in 5 consumers say they visit stores to see, touch and try items before they make a purchase.
Dive Insight:
Retailers can use returns to build loyalty through great customer service during post-purchase interactions.
Nearly two-thirds of consumers find convenient drop-off locations for returns very or extremely important, according to a January Deloitte survey. Brick-and-mortar stores are well-suited to meet this demand because they are often located near shoppers and can offer immediate refunds.
Knowledgeable associates can turn the in-store return process into a memorable experience, according to Steve Rop, COO of return services firm GoTRG. Customers expect digital returns to be fast and efficient, but they will welcome a bit of helpful friction in-store.
“Maybe they can avoid a return altogether if the consumer returned it because they didn’t know how to use the product,” Rop told CX Dive in December. “That customer service agent can teach them how to use it, then maybe upsell some accessories for it.”
