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Reducing Returns with Communication
01/04/02
Returned merchandise is just part of the retail cycle, but hopefully your store's policies don't make the process any more difficult than necessary for your customers. According to America's Research Group, 44% of customers say a no-hassle return policy or a no-hassle store experience is their top goal when shopping.The best way to deal with returns of general merchandise and apparel is to avoid them to start with by making sure customers have enough information about a product to make a smart purchase. If a garment runs small or is likely to shrink, the retailer should have the sales staff share that with customers when they are making a decision.
Such information should also be included on your store's web site and product descriptions. Of $36 billion in goods sold on the web in 2000, $1.95 billion were returned, according to Jupiter Media Metrix. Online return rates average between 5.5-7.2%, but can go much higher for fashion categories.
Of course, that doesn't do the college store much good when the reason students have to return textbooks is because a professor tells them in class that it's not really required, or that he wishes they had a different edition, or that they have to have the entire new package instead of just the used textbook. However, better communication between faculty and the college store can help reduce the problem.
Share with faculty the results of inaccurate adoption information—they may not even be aware of the store's predicament when encountered with returns of some course materials. It may help to break down the store's costs associated with returns, including the extra staff time that is incurred to handle sending the books back.
Some stores may find that they need to make the adoption process or paperwork more simple to help eliminate the hassle of having the wrong books on the shelves. When possible, let faculty know when the books they have requested are in stock, and certainly let them know before class starts if there was a glitch in obtaining the course materials.
Upfront communication can help faculty members keep from being surprised on the first day of class when there has been a problem. Also, a thorough explanation of what went wrong and how it can be prevented next time may help cut off any wisecracks professors may feel inclined to make about the store to their students.
Related Links:
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"College Store Sell-Through Kit"
This kit, located in the Member Resource Center, contains resources to help you work successfully with faculty to sell course materials. - "Resources to Rein in Rush" (CM Bulletin, 7/20/01)
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