When you bring back unwanted gift you received to Dick’s, you’ll get a refund, plus a 15% Off Coupon to be used within 3 hours of the return.
Retailers love the days leading into the busy Christmas holiday and the sales that go along with all those people buying gifts.
The days after Christmas are the ones that many retailers dread. Just how much do businesses give back in returns? Last year, Americans returned about $284 billion in merchandise, according to the National Retail Federation.
As a retailer, it’s difficult to give back some of those dollars you worked hard for and all those hours to plan, prepare and work on the selling floor. After getting the first few returns the day after Christmas, many retailers ruin all the good will they built to get the customer, who may have never been in their store, by having a restrictive No Return “policy”. Short term you may think you are saving those dollars you would have given away, but what you’e actually doing is frustrating your customer and leaving a bad impression.
Think in the customers point of view. They received something they didn’t want. Instead of putting it in a closet and forgetting about it, they bring back the unwanted item. When the person behind the register gives them a hard time, a bad attitude and states the “Company Policy” the customer isn’t getting what they want - to bring back the unwanted gift.
Dick’s Sporting Goods gets it right. When you bring back unwanted gift you received to Dick’s, you’ll get a refund, plus a 15% Off Coupon to be used within 3 hours of the return. Brilliant.
The customer didn’t want a stressful time. Dicks’ gave the customer what they wanted, a refund, without hassle. Then the brilliant thing is they made it easy for the customer to buy something right there. Within three hours is a fair way to offer the customer something extra. Many times the customer will use the 15% Off coupon to purchase something, plus they’ll buy more than the initial item cost, making the refund become a profit and additional sale for the businesses.
Reciprocation is very powerful. When you give to someone first, the other person is compelled to return the favor.
The result is Dick’s is able to recapture some of the dollars they would have lost and even more importantly turned a dreaded return into a positive sale. And get others, like me, to share this positive story about doing business at Dick’s Sporting Goods.
If you’re a retailer, do you have customer Un-friendy “No Returns Policy” signs at your register or in the fine print on the back of your receipt? You may be loosing a lot more than you think you’re gaining.
I encourage you to be generous to your customers and watch your business and reputation grow.