How Reviews Minimize Returns

Steve Hutt

Published:

September 16, 2023

Updated:

September 17, 2023

Bracket buying – the practice of buying multiple sizes, styles or versions of a product with the intention of returning all but one – has been a common side effect of free returns many brands and retailers offer for online purchases

The cost of returns

0
%

Of apparel and shoes purchased online are returned

Source: RetailWire

$
0
B

Projected cumulative value of returns last year (equates to 17% of all purchases, 11% increase from prev year)

Source: NRF

0
%

Percent of returns that can be sold at full price

Source: Gartner

The WSJ and CNBC among others have reported that the free returns are soon to be a thing of the past. But the problem is consumers – and especially high income shoppers – love them…

Free returns are critical

0
%

of consumers say that free returns are a critical consideration when shopping online (second only to free shipping)

0
%

of consumers with household income of over $100,000 say that free returns are a critical consideration when shopping online

0
%

of shoppers say they never return online purchases

Source: Returns in Retail 2021

Overwhelmingly, shoppers say that having access to user-generated content — including reviews, Q&A, and images and video — would have made them less likely to return a product.

UGC: A retailer’s answer to lower return rates

0
%

Say reading ratings and reviews make them less likely to return online purchases

0
%

Say reading user-generated questions and answers make them less likely to return online purchases

0
%

Say viewing user-generated imagery and videos make them less likely to return online purchases

Source: Returns in Retail 2021

Better, more detailed reviews lead to more informed buyer decisions, meaning fewer returns

How often do consumers read entire reviews?

Source: Key Information Shoppers Look For in Product Reviews

A given review might include many details, including a title, written commentary, demographic information of the reviewer, and visual content – among other things. Which of these details do shoppers value most?

What information consumers value when reading reviews

A picture/image of the product from someone who has used it

65%

Longer, more descriptive reviews

59%

Stories and accounts that relate to and are consistent with how you intend to use the product

57%

Aggregated pros and cons pulled from all the reviews submitted

54%

“Most positive review” vs “most negative review” pulled from all reviews submitted

45%

The tag/badge signifying how the reviewer obtained the product