The holiday season is the busiest, and most competitive, time of year for ecommerce brands. While attracting first-time shoppers is essential, retaining them is where long-term growth happens. Yet many retailers overlook the critical role of the post-purchase experience in building loyalty. A poor returns process or unclear policies can turn a festive first impression into a one-time transaction, driving high customer churn.
The Risk of Poor Returns Experiences
Returns are inevitable during the holiday season, especially since most shoppers are buying gifts for others. When the process is slow, confusing, or costly, customers feel frustrated and are unlikely to return. This is particularly harmful for first-time customers, as they have not yet developed trust in your brand.
According to ESW’s Shipping and Returns Guide:
- 67% of shoppers say they check return policies before making a purchase.
- 84% of consumers are less likely to buy again after a poor returns experience.
- Fast refunds matter: Nearly 70% expect refunds within 5 days, and delays beyond that significantly reduce repeat purchase intent.
Best Practices for Building Loyalty Through Seamless Post-Purchase Experiences
- Clear and Accessible Policies
- Display return and refund policies prominently on product and checkout pages.
- Use plain language and avoid hidden conditions.
- Fast Refunds and Easy Processes
- Automate refund approvals where possible.
- Offer prepaid return labels and multiple drop-off options.
- ESW’s guide emphasizes that speed is critical: customers expect refunds within days, not weeks.
- Localized Support for Global Shoppers
- Provide customer service in local languages and time zones.
- Offer local return hubs to reduce shipping costs and delays.
- Proactive Communication
- Send real-time updates on return status and refund timelines.
- Use SMS or email notifications to keep customers informed.
Why This Matters for Holiday Retention
A seamless post-purchase experience turns a seasonal buyer into a loyal customer. When shoppers feel confident that returns are hassle-free, they’re more likely to purchase again, even across borders. Brands that invest in clear policies, fast refunds, and localized support will stand out during the holiday rush and beyond.
Want to learn more about optimizing shipping and returns for global customers? Download ESW’s full Shipping and Returns Guide for actionable insights.
