Page 0075

Page 74 AUGUST 2017 | RETAILERS FORUM MAGAZINE

forumworkshop

FORUM WORKSHOP

continued...

For the independent store owner, handling returns can

prove a perplexing problem, as consumer

expectations are often an outgrowth of

their experience with mass merchandisers.

Many of these merchants pursue a "no questions asked"

policy on refunds and exchanges.

They're able to do it because they know they

can send the merchandise back to the source for

full credit. They get that blanket support from

suppliers eager to stay in their good graces so

they can continue selling them large amounts

of products.

The harsh reality is that you probably won't be

able to provide that same service to your customers.

Usually you won't be able to get that

same cooperation from the supplier. Your return

policy should reflect the support available

to you from your suppliers - no more and no less. Anything more can end up costing you

money. That forces you to thoroughly evaluate

the warranty and service support a manufacturer

puts behind its products, before setting

your own policy.

WHEN THE SHOPPER IS STANDING IN

YOUR STORE WITH A DEFECTIVE

PRODUCT, IT'S YOUR PROBLEM.

If you aren't entitled to a liberal instant

exchange policy,

you need to develop an

arrangement that's fair to the

store and its customers. If

you sell any sort of equipment,

it's good to set up a "loaner" program

while a product is in for repair. That way the

customer never need be without a product, and

won't fault the store for the wait.

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