{"id":7940,"date":"2021-10-26T15:16:12","date_gmt":"2021-10-26T20:16:12","guid":{"rendered":"https:\/\/blog.bindy.com\/?p=7940"},"modified":"2024-11-29T08:29:30","modified_gmt":"2024-11-29T13:29:30","slug":"hur-du-minskar-avkastningen-i-dina-butiker","status":"publish","type":"post","link":"https:\/\/blog.bindy.com\/sv\/how-to-reduce-returns-in-your-stores\/","title":{"rendered":"Hur du minskar returer i dina butiker"},"content":{"rendered":"

Returer i detaljhandeln \u00e4r inte bara ett e-handelsproblem; alla \u00e5terf\u00f6rs\u00e4ljare b\u00f6r fundera p\u00e5 s\u00e4tt att minska avkastningen. Medan online modek\u00f6p returneras dubbelt s\u00e5 ofta<\/a> eftersom varor k\u00f6ps i butik tar \u00e4ven returer i fysiska butiker en stor del av \u00e5terf\u00f6rs\u00e4ljarnas marknadsandelar.<\/p>\n\n\n\n

Bara i \u00e5r kommer avkastningen att kosta f\u00f6retagen $550 miljarder<\/a>(det \u00e4r hela 75 procent mer \u00e4n f\u00f6r bara fyra \u00e5r sedan!) Konsumenterna \u00e5terv\u00e4nder 5 till 10 procent<\/a> av produkterna k\u00f6per de i tegel- och murbruksbutiker.<\/p>\n\n\n\n

S\u00e5 vad ska en \u00e5terf\u00f6rs\u00e4ljare g\u00f6ra f\u00f6r att beh\u00e5lla marginalerna? L\u00e5t oss diskutera det aktuella l\u00e4get f\u00f6r \u00e5terf\u00f6rs\u00e4ljning och se \u00f6ver n\u00e5gra strategier f\u00f6r att minska avkastningen i din fysiska butik.<\/p>\n\n\n\n

Det k\u00e4nsliga \u00e4mnet f\u00f6r returpolicyer <\/strong><\/h2>\n\n\n\n

Det har funnits en trend med slappa returpolicyer i detaljhandeln p\u00e5 sistone, men \u00e5terf\u00f6rs\u00e4ljare minskar f\u00f6r att ta itu med effekterna av seriereturer. Varum\u00e4rken som LL Bean ger fortfarande kunder upp till ett \u00e5r<\/a> att returnera sina ink\u00f6p. Det \u00e4r dock lite mindre imponerande n\u00e4r man ser p\u00e5 det faktum att LL Bean brukade erbjuda livstidsgaranti.<\/p>\n\n\n\n

Vissa detaljhandelskategorier \u00e4r s\u00e4rskilt s\u00e5rbara f\u00f6r seriereturanter. Till exempel, Det rapporterar Forbes<\/a> att inom kl\u00e4der \u00e4r returpriserna dubbelt s\u00e5 h\u00f6ga som andra semesterpresenter, och 85% av konsumenterna planerar att returnera kl\u00e4dg\u00e5vor.<\/p>\n\n\n\n

V\u00e4xande avkastningsgrader p\u00e5 grund av att e-handelsserie\u00e5terv\u00e4ndare sk\u00e4r ner i vinstmarginalerna har f\u00e5tt m\u00e5nga \u00e5terf\u00f6rs\u00e4ljare att minska eller l\u00e4gga ytterligare regler f\u00f6r sina returpolicyer. Bed, Bath & Beyond minskade nyligen sin returperiod till 180 dagar, enligt Konsumentv\u00e4rlden<\/a>. Detta h\u00e4nde efter att ha ersatt sin no-limit returpolicy med en ett\u00e5rig deadline bara f\u00f6rra \u00e5ret. Macys \u00e5terkomsttid f\u00f6rkortades ocks\u00e5. Nu \u00e4r det nere p\u00e5 i genomsnitt 90 dagar fr\u00e5n dess tidigare 180-dagarsgr\u00e4ns.<\/p>\n\n\n\n

Men alltf\u00f6r strikta \u00e5terv\u00e4ndandepolicyer kan alienera blivande upprepningar och <\/em>f\u00f6rstag\u00e5ngskunder. S\u00e5 f\u00f6r att minska avkastningen utan att minska f\u00f6rs\u00e4ljningen m\u00e5ste du vara strategisk. H\u00e4r \u00e4r 3 strategier du kan anv\u00e4nda f\u00f6r att minska avkastningen i dina butiker.<\/p>\n\n\n\n

\"Bindy<\/a><\/figure>\n\n\n\n

Aktivera produktforskning i butik<\/strong><\/h2>\n\n\n\n

Kommer du ih\u00e5g showrooming och webrooming? Tja, de h\u00e4nder fortfarande, men 69% <\/a>av kunder unders\u00f6ker produktrecensioner p\u00e5 sina telefoner innan de g\u00f6r ett k\u00f6p i butik.<\/p>\n\n\n\n

\"Anv\u00e4ndning<\/a>
Bildkredit: emarketer.com<\/a><\/figcaption><\/figure>\n\n\n\n

Vikten av WiFi<\/h3>\n\n\n\n

Detta inneb\u00e4r att om din fysiska butik inte erbjuder en konsekvent, snabb WiFi-anslutning, g\u00f6r du inte det m\u00f6jligt f\u00f6r kunderna att g\u00f6ra den produktunders\u00f6kning de beh\u00f6ver innan de fattar ett k\u00f6pbeslut. Vilket resulterar i... du gissade r\u00e4tt... \u00e5terv\u00e4nder n\u00e4r de l\u00e4mnar din butik och \u00e4ntligen f\u00e5r produktfeedback fr\u00e5n sina onlinecommunities, familj och v\u00e4nner.<\/p>\n\n\n\n

Internethastighet kontra latens \u00e4r en annan faktor som kan p\u00e5verka din f\u00f6rm\u00e5ga att m\u00f6jligg\u00f6ra produktforskning i butik. L\u00e5ngsamma sidladdningstider kan hindra kunder fr\u00e5n att g\u00f6ra den produktunders\u00f6kning de beh\u00f6ver f\u00f6r att informera sitt k\u00f6pbeslut.<\/p>\n\n\n\n

5G ers\u00e4tter snabbt 4G som den nya guldstandarden inom internetuppkoppling. Raconteur beskriver<\/a> skillnaden, "4G kan st\u00f6dja cirka 4 000 enheter per kvadratkilometer, medan 5G kommer att st\u00f6dja cirka en miljon."<\/p>\n\n\n\n

Uppdaterad produktinformation<\/h3>\n\n\n\n

Det \u00e4r lika viktigt att se till att all din produktdata \u00e4r tillg\u00e4nglig online. Se till att h\u00e5lla produktinformationen uppdaterad. Kom ih\u00e5g att kunder inte alltid k\u00f6per till sig sj\u00e4lva.<\/p>\n\n\n\n

Information som: om en produkt \u00e4r gjord av vegetariska material, hur en kl\u00e4desplagg r\u00f6r sig n\u00e4r den b\u00e4rs utomhus, h\u00e5llbarheten i din produktionsprocess och om en produkt \u00e4r liten eller stor. Allt detta ger kunderna n\u00f6dv\u00e4ndig produktdata innan <\/em>de g\u00f6r ett k\u00f6p.<\/p>\n\n\n\n

Teknik i butik<\/h3>\n\n\n\n

T\u00e4nk till sist p\u00e5 att utrusta butiksmedarbetare med teknik s\u00e5 att de kan ge kunderna produktinformation och information om tillg\u00e4nglighet. Dessutom hj\u00e4lper butiksteknik dig att h\u00f6ja din kundservice. Associates kan behandla onlinebest\u00e4llningar f\u00f6r kunder f\u00f6r varor som inte finns i lager i butik. Detta hj\u00e4lper dig att s\u00e4kra k\u00f6pet samtidigt som det \u00e4r bekv\u00e4mt att handla f\u00f6r din kund.<\/p>\n\n\n\n

Nordstrom gjorde detta f\u00f6r \u00f6ver 10 \u00e5r sedan tillbaka 2012. I en artikel f\u00f6r NPR<\/a>, s\u00e4ger Nordstroms PR-chef, Colin Johnson, "Du m\u00e5ste vara snabb, du m\u00e5ste vara p\u00e5 plats. Du m\u00e5ste ha den informationen till hands.\u201d<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Intressant, 66%<\/a> av butiksmedarbetare s\u00e4ger att de skulle kunna ge b\u00e4ttre kundservice om de \u00e4r utrustade med surfplattor. Minska avkastningen i butiken genom att ge kunderna vad de beh\u00f6ver och \u00f6ka din vinst genom att utrusta medarbetarna med kunskap och verktyg f\u00f6r att genomf\u00f6ra f\u00f6rs\u00e4ljningen.<\/p>\n\n\n\n

Minska returer med F\u00f6ljer upp online<\/strong><\/h2>\n\n\n\n

Hur ofta har du haft en otrolig k\u00f6pupplevelse och sedan aldrig h\u00f6rt fr\u00e5n \u00e5terf\u00f6rs\u00e4ljaren igen? Moderna konsumenter f\u00f6rv\u00e4ntar sig att \u00e5terf\u00f6rs\u00e4ljare ska utveckla p\u00e5g\u00e5ende relationer med dem. Och att g\u00f6ra det \u00f6ver flera kontaktpunkter \u2013 fysiska butiker, e-post, sociala medier och till och med tryckt marknadsf\u00f6ring (i vissa fall).<\/p>\n\n\n\n

Konsumenter \u00e4r mer lojala n\u00e4r \u00e5terf\u00f6rs\u00e4ljare l\u00e4gger ner sitt arbete. T\u00e4nk p\u00e5 det 77%<\/a> av konsumenter (och 60% av millennials) har "hat relationer" med vissa varum\u00e4rken i \u00f6ver 10 \u00e5r!<\/p>\n\n\n\n

Om du \u00e4r en traditionell fysisk \u00e5terf\u00f6rs\u00e4ljare kan relationsbyggande \u00f6ver kanaler k\u00e4nnas som ett relativt nytt koncept. Men t\u00e4nk bara p\u00e5 det som traditionell kundtj\u00e4nst (det gamla samtalet fr\u00e5n kort i en l\u00e5da-metoden), precis gjort p\u00e5 den globala webben.<\/p>\n\n\n\n

Det brukade vara uppf\u00f6ljningssamtal; nu \u00e4r det uppf\u00f6ljningsmejl och k\u00e4rlek till sociala medier. B\u00f6rja med att f\u00e5 en kunds e-postadress i kassan f\u00f6r att gratulera dem till varje k\u00f6p.<\/p>\n\n\n\n

D\u00e4refter, om du inte redan har gjort det, \u00e4r det dags att skapa varum\u00e4rkesspecifika hashtags. Du kan \u00f6vervaka kundernas anv\u00e4ndning av ditt varum\u00e4rkes hashtags p\u00e5 sociala medier f\u00f6r att tacka kunder personligen (eller programmera om dem) varje g\u00e5ng de delar bilder p\u00e5 dina produkter.<\/p>\n\n\n\n

\"Att<\/a><\/figure>\n\n\n\n

Varum\u00e4rkesspecifika hashtags hj\u00e4lper till att starta en p\u00e5g\u00e5ende dialog som kan driva p\u00e5 upprepade k\u00f6p och g\u00f6ra kunderna mer entusiastiska \u00f6ver produkterna fr\u00e5n din butik som de redan har. L\u00e5t oss inte gl\u00f6mma, en helt engagerad kund representerar 23%<\/a> mer int\u00e4kter \u00e4n en genomsnittlig kund.<\/p>\n\n\n\n

Till exempel, KitKat<\/a> anv\u00e4nder slagordet #HaveABreak p\u00e5 sina sociala medieplattformar. Deras kunder k\u00e4nner till och anv\u00e4nder det f\u00f6r att engagera sig med KitKat och deras sociala community.<\/p>\n\n\n\n

Dessutom l\u00e5ter KitKats varum\u00e4rkesspecifika hashtag dem ocks\u00e5 skanna sociala medier efter kundklagom\u00e5l, n\u00e5 ut och erbjuda l\u00f6sningar f\u00f6r att ge bra service och mildra negativ p\u00e5verkan.<\/p>\n\n\n\n

Om du inte kan sl\u00e5 dem, minska retureffekten<\/strong><\/h2>\n\n\n\n

Det finns ocks\u00e5 en m\u00f6jlighet att vara mer strategisk kring avkastningen som do <\/em>ske i butik f\u00f6r att minska deras negativa inverkan p\u00e5 ditt resultat. Den kalla, h\u00e5rda sanningen \u00e4r den mindre \u00e4n h\u00e4lften<\/a> av returvaror s\u00e4ljs vidare till fullt pris.<\/p>\n\n\n\n

F\u00f6r att minska den negativa effekten av returer, b\u00f6rja med att f\u00f6rfina din omv\u00e4nda logistik (alias omv\u00e4nd f\u00f6rs\u00f6rjningskedja). G\u00f6r detta s\u00e5 att du kan renovera, likvidera eller l\u00e4gga tillbaka de returnerade varorna p\u00e5 ditt f\u00f6rs\u00e4ljningsgolv p\u00e5 kortare tid. Det betyder att du beh\u00f6ver m\u00e4rka ner f\u00e4rre produkter och ta mindre av en ekonomisk tr\u00e4ff.<\/p>\n\n\n\n

Kommunikation \u00e4r en av de viktigaste faktorerna i den omv\u00e4nda logistikprocessen. Du m\u00e5ste se till att butiker \u00e4r medvetna om det mest effektiva s\u00e4ttet att hantera returer. Du kan anv\u00e4nda en samarbetsplattform som Bindy<\/a> f\u00f6r att h\u00e5lla dina butiker informerade.<\/p>\n\n\n\n

Till exempel, om du \u00e4r en liten till medelstor SMB kanske du inte alltid har personal p\u00e5 ledningen f\u00f6r att svara p\u00e5 komplexa returfr\u00e5gor eller se till att anst\u00e4llda utf\u00f6r uppdaterade policyer. Med Bindys chatt i appen kan dina anst\u00e4llda omedelbart och s\u00e4kert skicka meddelanden f\u00f6r hj\u00e4lp.<\/p>\n\n\n

\n
\"\"<\/a><\/figure>\n<\/div>\n\n\n

Anv\u00e4nda sig av uppgifter<\/a> att skapa en direkt linje av kommunikation<\/a> mellan ledningen och dina \u00e5terf\u00f6rs\u00e4ljare f\u00f6r att skicka st\u00f6dmaterial till din personal (och se till att de har l\u00e4st dem).<\/p>\n\n\n\n

Din personal kan kommunicera med dig genom att ladda upp och dela produktbilder och be om feedback. Du kan ocks\u00e5 skapa l\u00e4nkade uppgifter s\u00e5 att personalen har en serie som \u00e4r l\u00e4tt att f\u00f6lja f\u00f6r att \u00e5teranv\u00e4nda dina returer i realtid.<\/p>\n\n\n\n

Slutgiltiga tankar\u2026<\/strong><\/h3>\n\n\n\n

Att inte till\u00e5ta kunder att returnera produkter \u00e4r ett alltf\u00f6r riskabelt f\u00f6rslag f\u00f6r moderna \u00e5terf\u00f6rs\u00e4ljare. \u00c4ven om returer i butik \u00e4r kostsamma kan de minskas avsev\u00e4rt genom att vidta f\u00f6rebyggande \u00e5tg\u00e4rder.<\/p>\n\n\n\n

Genom att anv\u00e4nda de verktyg vi diskuterade h\u00e4r och ha en l\u00f6pande dialog med dina kunder, kommer du att kunna minska avkastningen i butik genom utm\u00e4rkt kund-\/\u00e5terf\u00f6rs\u00e4ljarkommunikation. Lycka till med f\u00f6rs\u00e4ljningen!<\/p>\n\n\n\n

Om f\u00f6rfattaren:<\/strong><\/p>\n\n\n

\n
\"JasmineGlasheen-173\"<\/figure>\n<\/div>\n\n\n

Jasmine Glasheen<\/a> \u00e4r en detaljf\u00f6rfattare, inneh\u00e5llsmarknadsf\u00f6rare och varum\u00e4rkesrepresentant. Hon ger tankeledarskap inom detaljhandeln f\u00f6r The Robin Report, IBM, Retail Minded, Sourcing Journal och m\u00e5nga fler. Hon \u00e4r en Vend Top 100 Retail Influencer i tv\u00e5 \u00e5r i rad och hennes Instagram \u00e4r listad som ett av Vends 15 Retail Instagram-konton att f\u00f6lja.<\/p>","protected":false},"excerpt":{"rendered":"

Returer i detaljhandeln \u00e4r inte bara ett e-handelsproblem; alla \u00e5terf\u00f6rs\u00e4ljare b\u00f6r fundera p\u00e5 s\u00e4tt att minska avkastningen. Medan modek\u00f6p online returneras dubbelt s\u00e5 ofta som varor k\u00f6pta i butik, tar returer i fysiska butiker ocks\u00e5 en stor del av \u00e5terf\u00f6rs\u00e4ljarnas marknadsandelar. Bara i \u00e5r kommer avkastningen att kosta f\u00f6retag $550 miljarder (det \u00e4r en \u2026 Forts\u00e4tt l\u00e4sa Hur du minskar returer i dina butiker<\/span> \u2192<\/span><\/a><\/p>","protected":false},"author":6370623,"featured_media":10856,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[677174005,431564],"tags":[677173969,677173974,677174113,677174062,677174114,677173973],"class_list":["post-7940","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-how-to","category-retail-sales","tag-consumer-behavior","tag-reduce-returns","tag-reduce-returns-in-store","tag-reduce-shrink","tag-reduce-wardrobing","tag-retail-returns"],"yoast_head":"\nHow to Reduce Returns in Your Stores<\/title>\n<meta name=\"description\" content=\"Retail returns aren\u2019t just an eCommerce problem; all retailers should be thinking about ways to reduce returns in-store. 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