Online businesses have to contend with returns for a variety of reasons, whether legitimate or questionable. Let’s look at this issue with respect to one type of online business—eyewear—because the challenges that face this type of business when it comes to returns can be applied to other online businesses.
Overview
The online eyewear sector is quickly becoming one of the fastest-growing sectors in retail. Over the past few years, reports have shown that more and more people are choosing to purchase their ocular needs through online platforms. In fact, analysts estimate that up to one-third of all eyewear sales globally will be conducted online by 2027. As such, it’s an extremely promising time for SMEs to join the fray with their own online eyewear businesses.
One pain point that the promising online eyewear industry is not immune to is customer returns. According to the National Retail Foundation, returns cost retailers up to $890 billion in 2024 alone. The cost for processing returns can be up to 30% of an item’s original price, which significantly hurting a retailer’s bottom line. For SMEs who may be working with more modest teams, the time and effort required to work on returns can further dampen a team’s daily output.
Here are some actions that can reduce the risk of returns for online eyewear SMEs:
1. Utilize helpful try-on technologies
Polls by nShift reveal that up to 2 in 5 online shoppers care about being able to “try before they buy” due to fears that their remote purchases don’t live up to their expectations. One clever way to address this in online eyewear stores is through virtual try-on tech. This is a tool used by major retailer Sunglass Hut, which is known for carrying some of the most popular brands of sunglasses, such as Oakley and Ray-Ban. Using augmented reality (AR), the tool scans the shoppers’ faces with the camera on their preferred device before allowing them to see what a specific style will look like on them in real-time and on an accurate scale. This ensures that consumers can make better-informed choices, which is especially important for products like eyewear, which are both fashionable and functional. By using AR, purchases are more likely to ensure customer satisfaction rather than disappointment, which leads to fewer returns.
2. Clearly indicate shipping options
Given that online consumers value the convenience that this mode of shopping offers, it’s no surprise that they expect shipping times to be just as efficient. Fluent Commerce reports that up to 35% will cancel orders if delivery takes too long. From the viewpoint of an eyewear shopper, the demand for faster deliveries is even more pronounced because they may need these products for ocular correction and protection. In many cases, eyewear that takes too long from online sources will end up getting returned as shoppers have already turned to quicker means, like brick-and-mortar stores. To prevent this from happening to your business, take your cue from e-commerce giants such as Amazon and add allowances to your shipping times. This means factoring in things like peak shopping seasons and carrier price hikes so you can regularly update your site and better manage customer expectations.
3. Provide customer service channels
As much as customer service is important in physical establishments, it’s even more so in online platforms, where distance can cause more confusion and miscommunication. For online eyewear shops that sell specialty care products, like prescription medical devices, the need to establish clear communications is not only helpful but also more responsible. Having channels for customer service ensures that all queries are answered and clarified, which lessens the chances of shoppers returning their purchases due to feeling unsatisfied or misled until they have the product in hand. This is an effort that’s become the norm in many leading ecommerce eyewear companies. For instance, there’s the brand Clearly, which is known for its prescription specs. Part of what helped it grow to the point that it was bought for $430 million is its streamlined operations. This includes their online customer service initiatives that are led by a 24/7 customer service chat line.
Final thought
By implementing try-on technologies, clearly indicating shipping options, and delivering strong customer support, eyewear businesses can reduce return rates while creating a more positive online shopping experience. Investing in these areas will ultimately drive customer loyalty and contribute to the long-term success of your company.
