Leading UK DTC brands fail returns experience test
UK direct to consumer brands – including Huel, Ace and Tate and Peloton – are failing to provide their customers with an efficient and transparent online returns experience, according to research from parcelLab.
The company placed test orders with 50 of the UK’s largest DTC brands.
All of them were delivered to a London address using standard delivery where possible. Data was collected across checkout, shipping, delivery and returns.
Just 30% of the brands notified the customer that the order had arrived back at their fulfilment centre following a return.
Additionally, the whole return process took on average 14 days among the 50 aforementioned companies, with the longest turnaround stretching to 33 days.
Furthermore, 33% of the orders required the customer to contact the business and enquire about the whereabouts of the refund.
parcelLab also uncovered failings in both the choice of return methods offered to the customer and the lack of sustainability messaging throughout the process.
With people splitting their time between home and the office during the Covid outbreak, 80% of the brands involved only offered one method of return, with 10% offering three or more methods.
Meanwhile, 55% of the retailers involved did not promote paperless returns.
Tobias Buxhoidt, Founder and CEO, parcelLab, comments: “Returns have always been a pain point for retailers, but with the rapid growth in e-commerce during the last couple of years this has required even greater investment of time and resources.”
“This past Christmas has been another disrupted event with many consumers turning to online shopping rather than in-store shopping. Our latest report highlights how the returns experience is still an unnecessarily lengthy and infuriating process and an area retailers must strive to improve.”
He concludes: “With such a large influx of returns expected following the Christmas period it is vital that brands provide clear and transparent communications and keep the customer informed across all stages of the purchase, right through to the returns.”
“It is the brands that offer the customer choice and efficiency that will be remembered as providing the best experience, and subsequently have the greatest chance of attracting the customer again.”
