Improving Return Processes With Customer Insights

Want to optimize your Amazon listing? Start with the Customer Returns Report. You might have been so focused on perfecting your listing that you missed what matters: why customers are sending your product back. This report tells you exactly that. Customers often write a reason for their return, and those insights are gold. Here are common return reasons and how to fix them: -“Smaller than I thought” → Add clear dimensions and show scale using a hand or banana in your images. -“Doesn’t work with XYZ” → Include compatibility info in your second image and first bullet point. -“Broke after 3 uses” → You may have a quality issue. It's time to investigate and improve. Don’t ignore the comments. They’re not complaints: they’re your roadmap to better conversions.

‼️Returns Are A Growing Problem -Returns now cost U.S. retailers over $743B annually, 14.5% of total retail sales -And customer expectations haven’t budged 🔊How retailers are responding: -REI is banning members who abuse its policy (returning 70%+ of purchases) -Amazon and Target are flagging serial returners, quietly denying or delaying refunds -Restocking fees and return policy changes are becoming more common Most returns don’t start at the register. They start earlier. When a product doesn’t fit, the details aren’t clear, or no one is available to help. Tightening return policies = short-term protection, long-term risk. -79% of customers say a difficult return experience makes them think twice about buying again -13.7% of returns are now flagged as fraudulent, but many more are preventable with better execution upstream, beginning with the fit! A smarter strategy looks like this: ➡️Make the purchase more accurate -Improve fit, size, and product detail clarity, online and in-store -Train associates to guide the purchase, not just ring it -Help customers understand what a product is, and isn’t ➡️Empower associates to prevent returns -Share return data with store teams, so they know what’s coming back and why -Improve Return codes to aid discovery of issues upstream  -Coach for “save-the-sale” behavior, offering better fit, alternatives, or added guidance during the purchase 👉Stores that invest in proactive service and guided selling tools have seen 12–18% fewer returns in high-risk categories like apparel and footwear 👉According to Salesforce, 52% of customers say they’ll stay loyal to a brand if their problem is solved clearly and quickly, often before it becomes a return -Recognize the right behaviors: not just speed, but the ability to guide a customer toward the right purchase 👉This might mean calling out an associate who saved a sale by solving a fit issue 👉Or rewarding someone who reduced returns by consistently educating customers, not just completing transactions ➡️Use returns as insight, not just loss -Identify patterns in what’s coming back and why -Loop return insights into merchandising, marketing, and product development -Separate regret-driven returns from those caused by product confusion, poor fit, or lack of support 🎯The goal isn’t zero returns. It’s fewer avoidable returns, and a customer experience that builds trust, not friction. Have you seen this done well? What are some return strategies that protect margin and build loyalty? I’d love to hear what’s working in your world. Kevin Finnegan kfinnegan@grnlowcountry.com kevin@finneganadvisory.com

Your most returned product can teach you the most. Every return tells you something. But a lot of the time, we don’t pay attention. Here’s what to do: Step 1: Find the product with the highest return rate. Step 2: Read through the reasons people give for returning it. Step 3: Make simple content that helps stop those problems before they happen. Some examples: • If people say it’s “too small” → Add a size guide video on the product page and send it again after they buy. • If they say “doesn’t match the photo” → Show real photos from real customers, in natural lighting. • If they say “didn’t know how to use it” → Send a quick how to guide when the product ships. You probably don’t need to change the product itself. You just need to set better expectations.

𝗥𝗲𝘁𝘂𝗿𝗻 𝗿𝗮𝘁𝗲𝘀 𝗰𝗮𝗻 𝘀𝗶𝗻𝗸 𝘆𝗼𝘂𝗿 𝗽𝗿𝗼𝗳𝗶𝘁𝘀! Here's how to lower them AND keep customers happy. 👇 #𝟭 : 𝗦𝘁𝗮𝗿𝘁 𝗯𝘆 𝗔𝗻𝗮𝗹𝘆𝘇𝗶𝗻𝗴 𝗡𝗲𝗴𝗮𝘁𝗶𝘃𝗲 𝗥𝗲𝘃𝗶𝗲𝘄𝘀 The best insights come from your own reviews. Look for common reasons customers are returning products and address these issues. If customers mention misleading sizing, inaccurate colors, or poor-quality materials, make sure to update your product descriptions, images, and details accordingly. Many 1-Star reviews can be avoided simply by updating your display page. #𝟮 : 𝗜𝗺𝗽𝗿𝗼𝘃𝗲 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗗𝗲𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻𝘀 𝗮𝗻𝗱 𝗜𝗺𝗮𝗴𝗲𝗿𝘆 Clear and detailed product descriptions and images help set accurate expectations. Includes dimensions, material details, usage instructions. etc. to ensure customers know exactly what they're buying. Content accuracy reduces returns due to unmet expectations. #𝟯 : 𝗣𝗿𝗼𝘃𝗶𝗱𝗲 𝗨𝘀𝗲 𝗮𝗻𝗱 𝗖𝗮𝗿𝗲 𝗜𝗻𝘀𝘁𝗿𝘂𝗰𝘁𝗶𝗼𝗻𝘀 Often, products are returned because customers aren't sure how to use or care for them. Includes easy-to-follow instructions for setup, usage, and maintenance in the product listing or as a product insert. This not only reduces returns but also increases customer satisfaction. #𝟰 : 𝗘𝗻𝘀𝘂𝗿𝗲 𝗣𝗮𝗰𝗸𝗮𝗴𝗶𝗻𝗴 𝗣𝗿𝗼𝘁𝗲𝗰𝘁𝘀 𝘁𝗵𝗲 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 Damaged items are a major cause of returns. Make sure your product packaging is sturdy enough to withstand Amazon's fulfillment process. Packaging should protect fragile items and prevent any shipping-related damage. Investing in durable, tamper-proof packaging can prevent these avoidable returns. #𝟱 : 𝗢𝗳𝗳𝗲𝗿 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝘃𝗲 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗦𝘂𝗽𝗽𝗼𝗿𝘁 When customers encounter a minor issue, good customer service can prevent them from initiating a return. Respond promptly to questions, provide troubleshooting help, and offer solutions like partial refunds or replacements when appropriate. Effective customer support can turn potential returns into positive experiences. 𝗞𝗲𝘆 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆: Reducing your return rate is about setting accurate expectations and being proactive. Don't wait for them to come. Tackle them ahead of time. _ Find this useful? ♻️ If so, repost it to your network and follow Ian Rollin Berry for more.

Why most brands lose customers after the first order. And don’t even realize it. It comes down to these 4 overlooked factors in your returns process: 1. Return = Emotion, not logistics When customers return, they’re not just returning a product. They’re returning an experience, one that fell short. If your return flow feels cold, rigid, or punitive… They won’t come back. Even if they got a refund. 2. Hidden friction kills future purchases Forced emails. Confusing portals. No clear timeline. Each step adds mental drag. The more clicks, the less chance of re-conversion. Fast, self-serve, no-questions-asked returns win loyalty. 3. No post-return nurture = missed CLTV After a return, most brands go silent. But that’s when retention magic should begin. We helped a brand recover 28% of returners with a simple 3-email “win-back” flow. 4. Data black hole Returns are feedback goldmines. But most brands don’t tag reasons or track SKU patterns. Fixing top-3 return reasons improved product margin by 11% for a client in just 60 days. The most surprising finding? Customers who return and buy again often become your most loyal buyers. If you make the process painless, they trust you more. Fix your return experience, and you don’t just lower costs. You increase lifetime value. P.S. What’s one return experience you loved (or hated) as a shopper?