Green marketing: Consider the righteous return
By Holly Hagerman, Green Rising Marketing
Holly Hagerman is a brand alchemist with Green Rising Marketing.
The store will remain unnamed, but I will mention that the item was non-perishable, expensive, organic and surrounded by fantastic customer service that included a free head massage and tea.
As we often say, your brand is in the details. So what does it mean when you offer two weeks for returns? I won’t proffer a guess, but I will say what a great return policy says about you: It says you stand behind your products. No matter what. It means you trust your customers to be ethical. You understand that it might take a while, or a few uses, to make up your mind. Or, that sometimes, life comes up in the mean time and exchanging shampoo is not a top priority.
I'm sure many a company has said, "We can't provide free return shipping! That would cost a boat load!" Or airlines may have said, "We can't let them change their flight any time they want to! Preposterous! What would happen to the schedule?"
Let’s take a look at a few forward-thinkers who have not only made it work, but far out-paced the competition because of it.
Zappos: Pioneered the "free shipping both ways" policy, a revolutionary act that few have dared to follow. Add a 74 percent customer retention rate and you see why they are leading the market with extraordinary customer service. Here is a heart warming example.
Southwest: Southwest Airlines consistently receives the lowest ratio of complaints per passenger (.25 complaints per 100,000 passengers) of all major U.S. carriers since tracking began in 1987. As a regular top performer with 85 percent on America's Customer Satisfaction Index, they are the only consistently profitable airline in the U.S. for every one of the past 27 years.
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