I read recently how more online retailers are telling customers who want to return an unwanted purchase to just keep it, and their money will be refunded. My initial guess was it cost them more to accept the return then to just write it off.
But there’s another reason: Goodwill.
Imagine buying something, requesting a return, and suddenly you are gifted with that product. Sure, it’s unwanted or perhaps doesn’t fit, but rather than go through the hassle of a return, you can either find a use for it or give it away. Either way, a positive experience and huge dollop of goodwill ensues. You feel safe with that vendor and are far more likely to make a purchase in the future.
Read the rest of this column on Printing Impressions, a publication of PRINTING United Alliance, ASI’s strategic paratner.
