ComScore presents a revealing insight for online retailers. When asked about aspects of the online shopping experience that they would like retailers to improve, 42% of shoppers said they would like to improve the ease of returns and exchanges. ComScore says this response also matches up with a quadrant analysis charting the importance of each factor versus customer satisfaction.
Further proof that online shoppers prefer the no-risk approach that retailers like Zappos, Columbia and TOMS shoes provide, where purchases can easily be returned or exchanged. In many cases the return shipping label and instructions for returns are included with the delivery of the product, making returns and exchanges an easy no-hassle process.