How to leverage returns to build relationships

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The consumer used multiple channels to interact you’re your brand this holiday season. Not only did they use “brick,” even their “clicks” were dispersed across your multiple channels. Social media, search, email, and the traditional website – all played a role in consumer engagement.

One thing is for sure, the consumer is going to come back to your brand (across multiple channels) to exchange or return the “gifts” that they received or purchased.

Businesses usually prepare themselves for returns and exchanges – and most of them do a fairly decent job in engaging the consumer. The opportunity here is to do more than “fairly decent.”

Think about leveraging your “returns and exchange” department to engage with the consumer even if the customer is returning the product (disengaging with your brand).

If a person receives a gift that they do not want, do not make it hard for them to interact with you. Treat the return like a “purchase” transaction – apologizing to the consumer about the experience and try to help the consumer as much as possible.

Also, use the time spent with the consumer to learn more about their preferences and exchange relevant information about your brand.