Using Your Return Policy to Gain a Competitive Edge

[mandy]

Though online sales continue to grow, there's still room for improvement, specifically in five areas, including site merchandising and return policies. Those e-tailers who address these issues can maintain an edge over the increasingly crowded field of competition, according to a report issued yesterday by Forrester Research, Inc.'s e-commerce analyst Sucharita Mulpuru.

In "Five Immediate Opportunities for E-Commerce Improvements" she outlined shipping/product delivery, multi-channel coordination, security, "touch and feel factors" and "product discovery" as the areas in which e-tailers need to improve to increase customer satisfaction. The findings are based on "conversations with online sellers, merchant surveys, and annual surveys of thousands of online shoppers."

Rather than look at these issues as shortcomings in the industry, she advises Web shop owners to capitalize on the chance to improve the shopping experience, which will provide an advantage over those who fail to do so...

full article: http://www.ecommerce-guide.com/news/rese...hp/3678061