An e-commerce study released today shows the wisdom of the Amazon-Kohl's store returns partnership rolled out this week. Online shoppers, the survey by Dotcom Distribution found, love to return their unwanted deliveries in stores.
Hassle-free returns are beginning to equal free shipping as a make or break feature for online purchases.
Having the option to buy online, pick up in store and make in-store returns does more to prompt a consumer to make repeat purchases than free returns and exchanges, according to the survey. Amazon on Monday began offering its online customers its version of hassle-free returns. Customers now can return Amazon orders to any Kohl’s store, and Kohl’s will pack the item, label it, and ship it for them.
Kohl’s has been testing the Amazon returns partnership for the past 18 months in Chicago, Los Angeles, and Milwaukee.Almost half of the shoppers, 49%, said they did most of their shopping online. Those who shopped mostly in stores made up 29%, and 21% said they divided their shopping equally between stores and online.
Eighty percent said they were “bothered” by excess and wasteful packaging, while 38% said they were “extremely bothered” by it.The Dotcom Distribution 2019 survey found easy return and pickup options are crucial to winning online customers.The ability to offer pick-ups and returns in their stores has been a key part of the online strategy of mass merchants like Walmart and Target and it is the one area where they have an edge of Amazon, because they often can handle exchanges at the same time.
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