Are Your Store’s Policies Hurting Sales?
Customers frequently complain about overly rigid store policies, especially when it comes to returns. Store policies were cited by nearly 10 percent of those surveyed, with most grumbling over returns policies. Many stores formerly offered lax return policies, teaching customers to expect a ‘no questions asked’ attitude. But an increase in shoplifting and employee theft means a receipt is generally required to received a refund. Even then, the customer may only be able to get a store credit. Shoppers are not thrilled with the change.
Customers frequently complain about overly rigid store policies, especially when it comes to returns. Store policies were cited by nearly 10 percent of those surveyed, with most grumbling over returns policies. Many stores formerly offered lax return policies, teaching customers to expect a ‘no questions asked’ attitude. But an increase in shoplifting and employee theft means a receipt is generally required to received a refund. Even then, the customer may only be able to get a store credit. Shoppers are not thrilled with the change.
Have you clearly posted store policies only to fins frontline staff still spends too much time explaining those policies to frustrated and unhappy customers? You may be surprised to know that studies conducted by Paco Underhill show that shoppers tend to ignore store signs, reading only the first 3 or 4 words. Printing your policies right on the receipt may be one way to combat this ’signitis’ and may also safeguard your store from customers who claim they were not informed of the policies at point-of- purchase. Train your staff to inform customers to hang on to their receipt and read it for information about store policies. Customers will appreciate the handy access and staff will appreciate the decrease in frustrated customers.
Be sure each of your stores maintains the same return policies as well. Customers can feel cheated if one of your stores accepts a return without a receipt, but another one remains steadfast in not doing so.
Everything you can do to make the customer experience a pleasant one will add to your brand’s reputation and create a loyal following. In retail, it’s often the little things that count the most.