Bracket buying - the practice of buying multiple sizes, styles or versions of a product with the intention of returning all but one - has been a common side effect of free returns many brands and retailers offer for online purchases
The cost of returns
Of apparel and shoes purchased online are returned
0
%
Projected cumulative value of returns last year (equates to 17% of all purchases, 11% increase from prev year)
$
0
B
Percent of returns that can be sold at full price
0
%
The WSJ and CNBC among others have reported that the free returns are soon to be a thing of the past. But the problem is consumers - and especially high income shoppers - love them…
Free returns are critical
of consumers say that free returns are a critical consideration when shopping online (second only to free shipping)
0
%
of consumers with household income of over $100,000 say that free returns are a critical consideration when shopping online
0
%
of shoppers say they never return online purchases
0
%
Overwhelmingly, shoppers say that having access to user-generated content — including reviews, Q&A, and images and video — would have made them less likely to return a product.
UGC: A retailer’s answer to lower return rates
Say reading ratings and reviews make them less likely to return online purchases
0
%
Say reading user-generated questions and answers make them less likely to return online purchases
0
%
Say viewing user-generated imagery and videos make them less likely to return online purchases
0
%
Better, more detailed reviews lead to more informed buyer decisions, meaning fewer returns
How often do consumers read entire reviews?
A given review might include many details, including a title, written commentary, demographic information of the reviewer, and visual content – among other things. Which of these details do shoppers value most?
What information consumers value when reading reviews
A picture/image of the product from someone who has used it
65%
Longer, more descriptive reviews
59%
Stories and accounts that relate to and are consistent with how you intend to use the product
57%
Aggregated pros and cons pulled from all the reviews submitted
54%
“Most positive review” vs “most negative review” pulled from all reviews submitted
45%
The tag/badge signifying how the reviewer obtained the product
42%
A video of the product from someone who has used it
36%
Demographic profile information
19%
Longer, more descriptive title
17%
