Asendia Tackles the Complexities of International Returns at DELIVER Europe 2024

Helen Scurfield, CEO of Asendia Global Returns, presented a compelling session at DELIVER Europe 2024 on the challenges and opportunities of international returns. She highlighted the growing importance of efficient returns management, especially in the context of expanding cross-border e-commerce.

The Growing Challenge of Returns

Scurfield emphasised that returns are a significant issue for online retailers, with rates often reaching 20-30%, compared to 9% for in-store purchases. This problem is exacerbated by factors like:

• Increased international shipping distances and complexities
• Varying customs procedures and tax structures
• Consumer behaviour such as bracketing (buying multiple sizes) and wardrobing (wearing an item and returning it)
• The rising cost of living, leading to increased returns due to buyer's remorse or financial constraints

The Impact of Poor Returns Experiences

A poor returns experience can significantly impact customer loyalty and repeat business. Asendia's research, conducted with its sister company ESW, found that 75% of consumers would not buy again from a retailer after a negative returns experience.

Key Takeaways from Asendia's Research

The research, based on a survey of 18,000 consumers across 18 countries, revealed important insights:

• Transparency is Key: 22% of consumers would be more likely to purchase from international websites if the returns policy was clear and easy to understand.
• Consumer Willingness to Pay: Over 50% of consumers would be willing to pay a fee for returns, with variations across age groups and countries.
• Localisation Matters: Returns policies and processes should be tailored to local market expectations and preferences.

Six Strategies for Optimising International Returns

Scurfield outlined six key strategies for retailers to optimise their international returns management:

1. Transparent and Localised Returns Policies: Clear, accessible, and customer-friendly policies, adapted to local languages and expectations.
2. Streamlined Returns Processes: Simplified processes, potentially using technology like returns portals and QR codes, to improve efficiency and customer experience.
3. Visibility and Engagement: Provide clear communication and tracking information throughout the returns process, building trust and offering peace of mind.
4. Data-Driven Insights: Leverage data to understand returns reasons, identify trends, and optimise processes and product offerings.
5. Cost Reduction: Explore strategies like consolidation, alternative return methods (e.g., return to store), and partnerships with 3PL providers to minimise costs.
6. Flexible Return Fee Policies: Implement country-specific or customer-specific return fees, offering choices and testing the market's receptiveness.

Asendia's Solution: Epac Returns

Asendia recently launched Epac Returns, a comprehensive solution combining technology and logistics to simplify international returns. Key features include:

• A user-friendly returns platform with multiple language support.
• Convenient drop-off locations and real-time tracking.
• Automated processing and refund management.
• Integration with Asendia's outbound shipping solutions for seamless data transfer.

Conclusion: Turning Returns into a Positive

Scurfield concluded by stressing the importance of viewing returns as an opportunity to enhance customer satisfaction and drive business growth. By implementing efficient, localised, and customer-centric returns solutions, retailers can turn a potential pain point into a competitive advantage in the global ecommerce market.