According to a Klarna report, the majority of Spaniards trust stores with simple returns systems more and bet that they are free.
With the arrival of the pandemic and the consequent boom in e-commerce, both consumers and businesses have begun to pay more attention to certain aspects of the purchasing process that were perhaps less relevant before. One of the phenomena that has become more normalized is that of online returns. Assuming that this option is practically essential for a consumer to trust a store, their demands go further; making the return a unique experience will be crucial from now on. This and other conclusions are what Klarna has put on the table with the publication of its latest report: “Returns in Retail: how to transform them into a competitive advantage”.
To prepare the report, some 1,000 Spanish consumers were interviewed, as were the executive leaders of eight large retailers: Adolfo Domínguez, C&A, Decathlon, Ikea, Inditex, Leroy Merlin, Mango and Tendam.
Consumer profile that returns the most
According to Klerna data, this profile corresponds to millennial women (between 26-40 years). 62.27% of them returned products sometime last year. In general terms, the frequency with which women did it was slightly higher than that of men (57.4% vs 54.3%).
What products are the most returned?
The category of fashion, footwear and accessories houses 60.84% of returns. This data agrees with the main reason that respondents gave to justify their returns; what is what they bought a size that did not seem appropriate (49.07%). Along the same lines, 88.08% agree that more accurate online size guides would reduce the amount of products they return.
Apart from fashion and footwear, the following categories with the most returns were electronics (24.73%) and computing (13%).
What do the Spanish think of the return services of retailers?
In general, consumers are satisfied with the return services, although from Klarna they point out that there is a significant room for improvement. 42% value the return as “good in general”, but 51.72% consider it “fair” and believes that “some businesses need to improve their return services.”
The main complaints are that online returns are not free in some businesses (for 69.97% of those surveyed) and the slowness of return processes (48.7%). In the heat of this, 93.9% expect that all the businesses where they buy offer by default the possibility of free returns. In fact, 64.67% buy more in those shops that offer more return facilities in terms of agility, simplicity, flexibility and free. In other words; good management of these processes can mean greater loyalty.
Daniel Espejo, Country Manager of Klarna in Spain, explains: “(…) Today more than ever, customers must feel empowered. It is not something easy to achieve, but online returns are closely related to factors that are essential to achieve it, such as user experience, personalization, customer service or flexibility in payment methods. In this sense, methods such as “pay in installments without interest” allow them to decide whether to keep that product without having to advance the money. What’s more, Post-purchase facilities for returns are also very relevant, such as being able to pause your payments until your account is rectified and the businesses have received the products back. (…). All this, in the end, gives consumers enormous freedom to buy how and when it is most convenient for them, empowering them in a definitive way ”.
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