Reflection: Each author and/or their publisher was highly qualified to present these findings, including Casey Bond (GoBankingRates, 2012), whose professional profile includes promotion to managing editorial position at age 25. I saw parallels to my own customer return experiences, even if there is no direct correlation to my workplace, a college that does not offer refunds nor “returns” on degrees.

I STRONGLY agree that if an online retailer offers free return shipping, and makes returns as hassle-free as possible, I am very likely to make repeat purchases and recommend them to others. I can contrast online purchases from accessories icon VeraBradley.com, which does not include free shipping on returns, with outdoor & clothier Sierra Trading Post, which includes a no-cost return shipping label with every purchase. The VB company web site offers far better selection, and usually, pricing, especially on sale or clearance items, than “authorized” retailers, but return shipping charges are a turnoff and decrease the brand’s value with me, especially after paying shipping on the original purchase. STP has made use of a great story on their satisfaction guarantee page, posting an image of worn-out sneakers and the return letter that accompanied them as proof positive they keep customers happy with returns!

Zappos was cited by two authors as among the gold standard for CRM for online retailers. I think more companies need to trial-run Zappos-style return policies for say, a year or more, before squawking about profit losses on returns. Electronic tracking, and ultimately, restricting of “returnaholics” seems like a sensible solution to contain costs on those who would abuse the system, and could be a great experiment for the many retailers hesitant to absorb another CRM service cost. It seems the best-practice companies put greater emphasis on their relationship with customers over retail transactions. Within that perspective, free return shipping is a strong factor in building trust, loyalty and perceived value, and I would want to apply that mindset in positive, pro-active ways to my own marketing practices.

By
Rachel
M.S. in Strategic Marketing, Cohort 6

*Photo via fineartamerica.com

Yesterday I made a purchase (yes, it was shoes) from one of my favorite companies – Zappos.  I was able to receive free ground shipping and the pair of shoes were 30% off…. could my online buying experience be any better? 

Zappos thought so.  Fifteen minutes after submitting my order, I received an e-mail from my new friends upgrading my free ground shipping to free overnight shipping as a “thank you” for my purchase!  Those new shoes will be on my feet by 1pm today! 

While this is not my first happy customer experience at Zappos, it does remind me why I love them so.  Being in a position of customer service myself, I am always appreciative and amazed at how well Zappos CEO, Tony Hsieh has developed the service sector of his business.    

Hsieh empowers his employees through encouragement and accountability.  He focuses on the culture of his company and emphasizes how much the happiness of his employees is directly related to the success of the business.  Afterall, happy employees lead to happier customers.  Last year, Zappos generated over $1 billion dollars in product sales, and they don’t even have a store front (looks like I’m not the only one who’s in love)!

After reading his book, Delivering Happiness, I actually walked away feeling happier and felt it could’ve been called Inspiring Happiness.   Zappos talks the talk and more importantly walks the walk.  My experience yesterday put into practice what the book described in detail.  I recommend it to those in looking for some motivation, encouragement or an “Ah-Ha” moment about how to influence happiness or become a happier person yourself!     

–Courtney