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<\/figure>\n\n\n\nReturns not only cancel out hard-earned sales; they also present an expensive and complicated challenge for operations and logistics to manage. Between staffing, shipping, packaging and storing, a product return can cost 66% of the price of the product to process.<\/a><\/p>\n\n\n\n You can\u2019t avoid all holiday returns.<\/p>\n\n\n\n Inevitably, some gifts will miss the mark and get brought back from their recipients. Some shoppers will realize they over-bought and return extra presents, party supplies, and holiday decorations they don\u2019t need. Shipping delays or errors might result in a product arriving too late to be used, or delivery of the incorrect product, and prompt a return.<\/p>\n\n\n\n But as analysis from the report shows, a significant portion of returns are driven by an avoidable cause: product content (or rather, lack of it).<\/p>\n\n\n\n Product content<\/a> is all the information, and multimedia in the market that describes a product. That includes essential, fundamental data like weight, color, product name, materials, or nutrition facts as well as product images, user manuals, how-to videos, interactive PDP experiences, and more.<\/p>\n\n\n\n It\u2019s an essential part of the customer experience before and after purchase, and directly influences return rates.<\/p>\n\n\n\n At least 32% of consumers have recently returned one or more products because it did not \u2018meet expectations based on the information available about that product while shopping.\u2019 That figure could very well rise during a busy holiday season when consumers are browsing more products at a greater pace, and as varied holiday assortments are brought to shelves.<\/p>\n\n\n\n That\u2019s not surprising. When shopping online and in-store, consumers rely on product content to quickly explain what a product does, how it\u2019s different from alternatives, how it will make them feel when they have it, and what problems it will solve for them. If information, imagery, and data are incomplete, inaccurate or out of date, it sets false expectations that lead to confusion and disappointment once the product is purchased.<\/p>\n\n\n\n The good news is that returns due to poor product content are largely avoidable. Imagine what you could do for your numbers through and beyond the holidays if you could cut that number down even a little!<\/p>\n\n\n\n Making the content your customers are looking for<\/strong><\/p>\n\n\n\n Having accurate, up-to-date product information and multimedia is essential for delivering a satisfactory customer experience.<\/p>\n\n\n\n Essential \u2018Core Content\u2019 that describes the fundamental features and facts about your products is a good start. But today\u2019s consumers are increasingly expecting more engaging, informative experiences in the form of video, 360 degree product views, or product comparison charts\u2014information and assets commonly called Enhanced Content<\/a>. If you don\u2019t have the kind of content you need available, you can consider partnering with a content creation solution<\/a> to generate accurate, compelling information.<\/p>\n\n\n Want to discover what kind of content your customers want most? Find out in The State of Product Content 2023<\/p>\n\t<\/div>\n\t\t\tThe Overlooked (and Preventable) Cause of Many Returns<\/h2>\n\n\n\n
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<\/figure>\n\n\n\nHow to Act to Minimize Holiday Returns<\/h2>\n\n\n\n