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Treat Returns as a Competitive Advantage that Increases Customer Lifetime Value

April 29, 2022

Ecommerce returns are the new reality for retailers, but their rapid rise doesn’t have to crush conversion rates and profitability. Instead, brands should put themselves in shoppers’ shoes. Consider how returns are central to the customer experience and can create a competitive advantage, differentiate a brand and increase customer lifetime value.

Turn Returns Upside Down

The popularity of online shopping has created enormous opportunities to reach new customers, but this has come at a cost. Along with fast, free delivery, shoppers expect seamless return options. On average, it costs $33, or 66%, of the price of a $50 item for retailers to process a return, up from 59% last year, Optoro estimates.

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