How to Customize a Returns

Experience for Your Customer

Every business’ reverse logistics strategy should be specific to their

customers’ expectations. Different consumers have different demands.
As brands design their returns experience, they should first identify the
type of consumer buying their product and then tailor each element
of the returns process to their preferences.

CONSUMER PROFILES

The Impulse Buyer The In-between Buyer The Investment Buyer

This consumer spots a good deal and
hits “buy.” They are looking for
near-instant gratification and a
no-stringsattached purchase, which
means a low-maintenance
returns experience.
Many consumers have flexible
shopping habits and expectations for
brands depending on the product and
its price point. While returns do not
determine their purchasing decision, a
positive experience will go a long way
for satisfaction and loyalty.
This consumer does their research.
They are invested in the experience
and are willing to pay more and
wait longer for a high-quality
returns experience that is tailored
to their needs.

Elements of the
Returns Process
DETERMINING COST STRATEGY

The Impulse Buyer The In-between Buyer The Investment Buyer

The impulse buyer expects brands to
offer free returns. As these customers
bought items on a whim, they want the
flexibility to return them and would like
to do so at no additional cost.
Free returns are on their way to
becoming a universal norm. While the
in-between buyer may not expect free
returns, it could offer competitive
advantage in price and convenience.
The investment buyer is willing to
spend money for the product they want
so they may not be phased by paying for
returns. However, free returns could
turn them into recurring customers.

SELECTING A RETURNS AUTHORIZATION PROCESS

The Impulse Buyer The In-between Buyer The Investment Buyer

Impulse buyers want a returns
authorization process that is quick and
easy. An online form with a drop-down list
of high-level reasons for returns will give
companies the information they need,
without asking too much of the customer,
especially as impulse buyers are likely not
requesting a replacement or repair.
If a brand’s customer base is made up of
mainly in-between buyers, they should
offer various options for their returns
authorization process. Some customers
may want to pick up the phone and
others may want to fill out a form.
The investment buyer researched their
purchase thoroughly, so they will likely
want an exchange, repair or replacement.
Since they will want to get it right the
second time around, a returns process
where they can provide details, via email
or a call center, would ensure that.

GRADING RETURNS

The Impulse Buyer The In-between Buyer The Investment Buyer

An impulse buyer is motivated by a
good price. Brands can re-sell returns
with small dings or scratches as b-stock,
given that customers are likely to accept
a product that isn’t in mint condition for
a steep price cut.
An in-between buyer would consider
purchasing b or c stock at a discounted
price. Their expectations are not as sky high
as the investment buyer and, for example,
they might consider buying a refurbished
electronic for less, knowing that the
product still meets the brand’s standards.
Brands can test out different resale options
to see what best suits this buyer.
An investment buyer is likely not
willing to accept any b stock products
that aren’t like-new. They are looking to
purchase a high-quality product that
will suit their needs. With these
customers, brands would only be able
to resell products that were returned
due to poor fit, rather than damage
or defect.

DESIGNING RETURNS PACKAGING

The Impulse Buyer The In-between Buyer The Investment Buyer

The impulse buyer is most likely not
expecting any frills when it comes to
packaging for their returns or
replacements. Brands can design
shipping containers that allow an
impulse buyer to return their product in
the original packaging they received it.
This kind of hassle-free experience is
well suited for this type of customer.
The expectations an in-between buyer
will have for packaging will depend on
the cost of the product. If this is an
expensive purchase, they will expect
luxurious and well-designed packaging.
If the product is more affordable, they
are likely to accept simple packaging or
willing to secure their own container to
process their return.
The investment buyer is looking for
the same, high-quality packaging on the
front-end as well as during returns. If a
customer receives a replaced or
repaired item, that product should
come with the full packaging
experience as if it were new.

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