Build a Solid Returns Policy in 6 Easy Steps

Build brand loyalty and win new customers.

Far too often we’ve seen store owners make it difficult to return items, thinking that it preserves their sales. Instead these short-sighted retailers end up losing their customers’ next purchase to brands that offer a seamless return process.

While returns are inevitable, they do not need to be painful. Returns, in fact, are an opportunity to impress detractors! Don’t just copy and paste your policy from other retailers. Instead, personalize your policies, differentiate your brand, and win new customers!

Follow these 6 steps to ensure your customers have an exceptional returns experience:

1. Put yourself in your customers’ shoes

Returns are one of the most sensitive portions of the customer journey. If a customer is dissatisfied with your product, a cumbersome return process may lead them to become dissatisfied with your brand. If, instead, you put your customer’s priorities first, you will be more successful at making them loyal

2. Set the return parameters

Decide which products are eligible for returns and which are not. It is widely understood that some item categories cannot be returned due to hygiene concerns (cosmetics, underwear); promotional reasons (sales items) or packaging (items without the proper tags). Just make these clear to your customers before they check out. 

3. Set the return timeline

We suggest 30 days. Research shows a longer returns window actually decreases the chances of returning because the longer a customer has an item, the more they become fond of it. Additionally, set a clear timeline for the customer to receive their refund or exchange.

4. Explain how to start the process

Dedicate a page on your website specifically for your returns policy. No one should be uncertain about how to get started. Streamline the process for triggering a return so that customers can do it by themselves at any time. Ideally you should have this process automated.

5. Clearly Communicate the Cost

No one likes surprises - especially when they are charges. Be up front with your customers about what they must pay to return their item. Also be aware, three out of four customers say that restocking fees would stop them from making a purchase whereas free returns can boost online sales 357%.

6. Highlight your policy to win new customers

Returns are not only an opportunity for customer retention but also customer acquisition. Put your return policy on your product page or even include it in your marketing messages. An attractive return policy can convert shoppers who are on the fence about making a purchase!

Do you want help making your online store’s return experience great? Get in touch with our team by email at info@returnkey.co or WhatsApp 08 1282334778 today!


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