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~ PostNL ~

ith holiday shopping behind us, it’s time to focus on the final stage of the customer
journey: returns. A sale is only complete when the customer is happy with the item
Wthey ordered and keeps it. While it’s no one’s favourite part of the journey - neither
the customer nor the retailer - returns are an unmissable part of the complete purchase cycle: a
vital customer touchpoint and opportunity to delight and build trust with a customer. With so

much choice in the online shopping world, buyers have plenty of options. It pays to get returns
right.

Due to the ongoing coronavirus crisis, most of our purchasing THE SHIPPER’S PERSPECTIVE
is happening online by necessity; 51% more from domestic
e-tailers and 33% buying internationally1. The crisis is Medy Talib is the Portfolio Manager
bringing new buyers into the digital market and increasing for International Returns at PostNL,
the purchasing strength of existing ones. Many enjoy the ease overseeing the cross-border returns
and convenience and will most likely linger long after the process for over one million items
crisis subsides. shipped each year.

By 2022, global online fashion sales will account for 36% of “Our goal is to make it easier for
total sales2. But items purchased online have a high average e-tailers to grow and ship overseas.
return rate – about 30% of clothing and fashion items are Offering returns enables growth.
returned to the retailer; a surprisingly high number when Consumers have come to expect this.
compared to an 8.89% return rate at a brick-and-mortar We help e-tailers reduce the number of returns they receive and help them
shop3. achieve a more sustainable, efficient, affordable inbound journey. This is
a win for everyone. We provide tips and tricks, advise smaller operations
The online buyer is unable to try on the shoes they are to share the cost of returns with their customers and suggest pinpointed
considering nor feel the texture of a scarf; they look more customer profiling to identify the serial returners.
carefully at an e-tailer’s returns policy and consider their trust
in the brand before making an online purchase. Some 49% of “We are aware of the high cost of returns to a webshop, particularly the
customers report that returns policies influence where they smaller ones, and we try to keep costs as low as possible. International
choose to shop, with 18% only choosing shops that offer free returns used to drip in one item at a time. But now we offer a consolidated
returns4. service, which bundles these items together, and schedule deliveries in ways
most convenient to the customer. Our portal offers 24/7 label retrieval and
The goal for everyone is a better customer experience for the track and trace in 22 languages. This takes some of the strain off an e-tailer
entire length of their journey and fewer returns. If an item customer service desk, a big cost centre for most webshops.
has to be returned, it’s in everyone’s interest for the process to
be smooth, easy, efficient and sustainable. “Reducing our carbon emissions is a priority for us. We work with
international partners and choose those partners with as many dropoff
Reducing the number of returns points as possible, and balance that with those offering lower prices. At the
The first step towards reducing returns is gathering data. same time, we gather data from our partners about their CO2 emissions,
Who is making the returns? What types of items are being and actively choose the more sustainable players. Within Europe, we strive
returned most, and why? Are you seeing an increase in to ground shipping options, rather than flying; this does a lot to reduce
incorrect shipping information? If a customer is returning an emissions. We try to combine shipments as much as possible so that the
item and has built a fair amount of loyalty, chances are they trucks are always full.
will honestly explain why they are returning an item, provided
your people are listening. This data is key and should drive “In the future, we would like to launch a green solution for international
your returns policy. This information is also very helpful to returns and a cost-sharing functionality which would allow e-tailers to share
future customers considering the same item. the cost of returns with customers.”

Better packaging
Around 20% of returns are due to damage5. This is a fairly More information at point of sale
easy one to fix; take a good look at your packaging processes, The more information you can offer about an item at the
from wrapping materials to boxes. Double checking that the point of sale, the less likely it will be returned later. Accurate
correct item, colour, number and type goes into the box in the descriptions with size measurements and specifications help.
right way reduces the number of returns down the road. Online sizing charts or conversion guides are useful tools and

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