Easy Return Experience Crucial for E-commerce Firms, Says Augusto Beato

Portland SEO's Augusto Beato advises e-commerce retailers to implement a no-questions-asked policy and an overall easy-to-return online experience to get repeat orders.

Beato was reacting to a report by Optoro, a technology company that helps retailers and brands optimize their returned and excess inventory, that 97 percent of consumers are more likely to buy something again from a retailer with which they had a positive returns experience.

Optoro, a technology company that helps retailers and brands optimize their returned and excess inventory, found that 97% of consumers are more likely to buy something again from a retailer with which they had a positive returns experience.

"Of course, free shipping returns is already a given, but that alone does not guarantee a positive online buying experience," said Beato, who is the CEO of Portland SEO.

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Conversely, the research found that 89% of customers will not shop again at a retailer or brand with which they had a negative returns experience.

Consumers who went online shopping in the days before Black Friday are expected to begin returning more than 1 million packages each day in December, peaking at 1.5 million packages. The spike, said UPS, is driven by “self-gifting due to retailer promotions, express shipping for deliveries and returns, simplified returns processes and advanced re-stocking and management systems.”

Added UPS: “Returns are still expected to hit 1.3m packages on January 3, but this will now represent the second wave and be outpaced by December 19 returns of 1.5m. These returns are included in the 800m packages UPS anticipates delivering this holiday season."

“Leading retailers and brands understand that the returns moment is an increasingly important time to drive future customer loyalty and engagement,” said Tobin Moore, co-founder, and chief executive of Washington-based Optoro.