Contents
- (Guide) How to Create a Return Policy Your Customers Love
- (Guide) Return Policy Templates for your eCommerce Brand
- (Video) 7 Tips for Creating a Great Returns Policy
- Supplemental Materials
Outside of your products, your Returns Policy can make or break customer sentiment around your business. You'll want to strike a balance between being firm yet fair, and simple without letting too many exceptions accumulate and slip by.
(Guide) How to Create a Return Policy Your Customers Love
Returns, exchanges and refunds are all a part of the modern eCommerce experience. But what was once considered a dreaded aspect of online shopping is now an important touchpoint in the customer journey — and one that can drive more revenue for your business if done well. In this guide, we'll explore how to create a customer-centric returns policy that results in happy shoppers, increases customer loyalty, and generates more profits for your business.
Tips for your return policy
- Understand state laws affecting returns policies for your area
Despite there being no federal law on the subject, 14 states have passed legislation regarding return policies. New York, for example, legally requires retailers to post their returns policy and associated fees. If the merchant fails to do so, stores must accept returns and refund claims submitted within 30 days of purchase. Review your state’s legislation to save your team time, fees and headaches down the road. - Offer free returns & exchanges
Shoppers expect lightning-fast service and hassle-free returns, and not just from Amazon. By covering the cost of both outbound shipping and reverse logistics, you show you’ll go the extra mile to serve your customers. It also decreases the likelihood of shoppers purchasing multiple items with the intent of returning some to save on cost (otherwise known as “bracketing”). The savings incurred avoiding the reconciliation on those returns are passed right on to you. - Lengthen your return window
A lenient return policy correlates more strongly to an increase in sales than it does returns and that a longer return window reduces the likelihood of a return. While a 30-day policy is a good benchmark, consider lengthening your returns window to 45 days or longer. Customers will value the added flexibility, and you won't have to worry about a drastic rise in returns after the 30-day threshold. - Provide mail-in and in-store options
If you have a brick-and-mortar location, consider offeringin-store returns for online purchases — 62% of shoppers reporting being more likely to buy when they can return in-store! It also provides an opportunity to drive additional foot traffic, issue an immediate refund for your customer, and save the sale by encouraging shoppers to browse other items. - Dedicate a section of your policy to the exchange process
Many shoppers don’t wish to return -- they simply want something else. This is your chance to save the sale and guide customers through the exchange process. Whether you manually reconcile exchanges, automate the process with Returnly, or upsell across product lines with our Shop Collections, dedicate a section of your returns policy so customers know what to expect if they need to exchange. - Provide refund optionality
Returns don't always have to result in a full refund. However, it is best practice to default to returning the full purchase amount to the original payment method. As a way to save the sale, we recommend offering exchanges or store credit to keep the revenue on your books. No matter what you decide, it’s most important to be transparent about how and when the return will be processed and if certain merchandise has exceptions (more on that next!). Lastly, be sure to train your staff so if you do offer multiple options, they know when to offer each alternative. - Showcase your awesome policy
Free returns? Easy exchanges? With a policy this good, it’s time to show it off! Proactively market key policy benefits throughout your site such as in the announcement bar, footer, and below the ‘add to cart’ button on product pages. Last but not least, consider highlighting policy benefits in order confirmation emails, marketing collateral and even on social media to differentiate against your competitors. -
Surface exceptions to your standard protocolTransparency around your returns process is key to building trust and putting your customers at ease. Is certain merchandise such as "last call" inventory ineligible for returns and exchanges? Just let your customers know! The same applies for shipping delays, extended return windows during peak holiday seasons, and returning defective items under warranty. Alleviate confusion and concerns by surfacing exceptions to your standard protocol even before they ask.
You might be wondering, what does an actual returns policy look like in practice?
We think that’s a great question, so we’ve included two sample templates to help structure a policy that your customers will love. You’ll notice the first is more casual and the second slightly more formal, but both are clear and uncomplicated. We encourage you to adjust the language and highlighted variables to suit your brand voice and reflect your returns protocol. Text highlighted in red should be adjusted for your policy, and text highlighted in purple we suggest using as links to your unique URLs.
Quick tips
Whether your return policy is a brief description or a robust FAQ, it’s important to ensure your policy covers these key topics:
- Who pays for return shipping
- How long customers have to return
- What makes an item ineligible for return
- Steps to start a return
- Whether customers can exchange or not
After hitting ‘publish’ on your policy, please let us know how your customers love it!
Template 1: Fun & Conversational
How it works
Something not quite right? Not a problem. Returns or exchanges are on us within 30 days of purchase -- no questions asked. Items marked ‘final sale’ are indeed, final, and cannot be returned or exchanged. All else is fair game. As an extension of our standard 30 day return policy, for orders placed from November 15- January 1, you have 100 days to process a return.
If your item is damaged and your purchase date falls outside our standard return window, then please contact help@yourawesomestore.com
How much do returns cost?
Exchanges and returns for U.S.-based orders are free. For orders made outside of the U.S. we will refund your original form of payment less return shipping costs.
How do I start a return?
It’s super, super easy. Visit our Return Center to start your return. You’ll need the email address associated with your purchase, or order number and shipping zip code — your choice. Next, you’ll receive step-by-step instructions and a prepaid shipping label, also sent to your email.
Can I make an exchange?
Yes! For exchanges, simply follow the same steps outlined above and choose your preferred item after selecting the item you’ll be sending back.
Do I need to return the product in its original packaging?
Not at all. Ship your return back in your preferred packaging. We just ask that it’s shipped in a
container that protects the merchandise so as to avoid damage in transit :)
Is an order slip required?
Nope! We have all the information we need, so long as your returned product still has its original
tags intact and you use the shipping label we provide to you.
Where can I find my shipping label?
Once you start your return, you’ll receive step-by-step instructions and a return shipping label which we’ll also be sent to your email for easy access.
What should I do if I receive the wrong product?
Sorry about that! After starting your return, select ‘received wrong item’ under ‘reason for return’, and proceed through the exchange. Your preferred item will ship to you right away!
[If offering Instant Exchanges]
How long does it take to ship an exchange?
Exchanges ship instantly! We ship your exchange as soon as you request it - even before you send back your original item.
[If offering Returnly Credit]
What is an instant Credit and how do I use it?
After you move through the steps on our Returns Center , you’ll receive a temporary credit equal to the value of the returns you’re sending back. You can use this credit to make a new purchase, and it ships right away. If you don’t use the credit, your original payment method will be refunded as usual.
[If offering Gift Exchanges]
How do I return or exchange a gift?
Not your taste? Not to worry. Visit our Returns Center and click the “Returning a gift?” link below the email entry box. Enter the order number and your email (don’t worry, your gifter won’t be notified) to initiate the return.
[If offering In-Store Returns]
Can I make a return or exchange in person?
Yes, you’re welcome to return or exchange at any of our retail locations. Find your nearest store here and swing on by!
Template 2: A bit more formal
Our Returns Policy
We gladly accept returns within 30 days of purchase. For your convenience, we offer an additional 60 days to return or exchange items purchased from November 15- January 1. Refunds are issued to the original form of payment. Orders placed with store credit can only be refunded in store credit. Please note that returned merchandise must be unworn, undamaged, unwashed, and have the original tags still intact. Sale and ‘last chance’ items are final and cannot be returned or exchanged. If your item is damaged and your purchase date falls outside our standard return window, then please contact help@yourawesomestore.com and we’ll be happy to serve you.
Fees
Exchanges and returns for U.S.-based orders are free. For orders made outside of the U.S. we will refund your original form of payment less return shipping costs.
How do I start a return or exchange?
To make a return, please visit our Returns Center and simply enter the email address associated with your purchase, or your order number and shipping address zip code to initiate the return. For exchanges, follow the steps outlined above and select your new item for exchange.
Is an order slip required?
No order slip is required, as long as your returned product has its original tags intact and you use the return shipping label we provide to you.
Do I need to return the product in its original packaging?
If possible, please ship your return in its original packaging to protect it from damages during transit. If you no longer have the original packaging, it’s not a problem. Please ship your return in your own packaging or materials provided by your local courier.
Where can I find my shipping label?
Once you initiate your return through our Returns Center, you’ll receive step-by-step instructions and a return shipping label which will also be sent to your email.
What should I do if I receive the wrong product?
After starting your return, select ‘received wrong item’ under ‘reason for return’, and proceed through the exchange process. Your preferred item will ship to you right away.
[If offering Instant Exchanges]
How long does it take to ship an exchange?
We ship exchanges immediately - even before we receive your original order.
[If offering Returnly Credit]
What is an Instant Credit and how do I use it?
After you move through the return steps online, you’ll receive a temporary credit equal to the value of the returns you’re sending back. You can use this credit to make a new purchase, and it ships right away. If you do not use the credit, your original payment method will be refunded as usual.
[If offering Gift Exchanges]
How do I return or exchange a gift?
Visit our Returns Center and click the ‘Returning a gift’ link below the email entry box. After entering your email address and order information, you’ll be guided through the exchange process and receive step-by-step instructions, a return shipping label, and an order confirmation for your new replacement order.
[If offering In-Store Returns]
Can I make a return or exchange in person?
You are welcome to return or exchange at any of our retail locations. Find your nearest store here.
Other FAQs to consider
- How do I redeem a gift card?
- How do I apply a discount code?
- Can I order online and pick up in-store?
- Does your store offer contactless pick-up?
- Where do you ship domestically/internationally? How long does it take?
- Can I edit my shipping address after placing an order or exchange?
- How am I refunded if I paid in installments and need to return?
