Narvar survey: returns policy encourages online purchases in India

By

Isabelle Crossley

Published
Feb 13, 2019

Online shoppers are most likely to buy from e-commerce shops that offer easy returns policies and value transparency, according to a new study by the software platform business Narvar.

The latest Narvar survey quizzed 500 Indian online shoppers and 52 percent responded that they look for a reliable returns policy before purchasing from a site. Older shoppers valued a good returns policy more than their younger counterparts as 56 percent of shoppers who look at a site’s returns policy were aged between 30 and 44 years and 65 percent were aged between 45 and 60 years. 

The survey highlighted a disconnect between retailers and consumers. Where retailers are constantly looking to update their sites and add new technology, customers are actually looking for more transparency around the ordering process. Ninety-one percent of the surveyed shoppers stated that they prefer to be updated with their order status and 94 percent stated that they will not repeat purchase from a site that was not transparent. 

"We spoke to India’s digital shoppers to decode their current experience when they buy online and highlight the gaps that exist in the customer purchase journey,” a company spokesperson told ET Retail. “The study reveals that though customers are looking for better promotions, what drives brand loyalty is a superior post-purchase experience. Customers want to be kept informed on what is happening with their purchases throughout the buying process."

"Retailers that provide customers with a self-serve platform with on-demand delivery information, proactive communication, one step returns will enjoy higher retention and drive happier customers,” elaborated the spokesperson. “Reacting to the customer sentiments, we are witnessing a massive thrust by brands and e-commerce players to strengthen their post-purchase experience in the industry today."