Digital commerce returns impact brand perception and repeat purchase

Stephen Whiteside

The returns policies adopted by digital commerce retailers can influence a variety of brand metrics, a study has found.

The costs associated with returning digital commerce purchases impact a variety of brand metrics, from perceived ecological credentials to the likelihood of future transactions.

Ryder, the delivery solutions firm, polled 1,077 online shoppers, and found their views on the return policies offered by brands are evolving on various dimensions.

More specifically, its survey discovered that refunds given without the need to send a product back would encourage repeat purchases for almost two-thirds of buyers – a double-digit lift from equivalent analysis conducted a year ago. Over four in ten shoppers would be willing to donate unwanted items in...

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