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Friday, January 1, 2010

Many Happy Returns!

Happy New Year! I hope you had a great holiday and got exactly what you wanted for Christmas. I also hope it was the right size, the right color and the right whatever it needed to be.

I suspect however, there are those among you who have already made, or are planning to make a visit back to the shops for some minor or major adjustments.

And for those of you, my further hope is for 'Many Happy Returns!'

Even as I write these words I realize this to be wishful thinking. After all, last year was very challenging for most retailers and by all accounts, the sales figures leading up to Christmas didn't exactly turn the tide.

What are the chances that shop owners, sale clerks and customer service folk are going to greet you and your returns with the same enthusiasm they displayed (or should have displayed) when the purchases were made?

The truth is - I've already heard a number of somewhat disturbing stories.

The first relates to the electronics store who has implemented a 15% restocking fee on all returns, a hefty price if the item in question is a computer or big screen TV. Apparently one disgruntled customer asking why this policy was not brought to their attention at the time of sale, was not so politely told "It's printed on the back of the sales receipt!" which it was.

Fair enough I suppose, but consider the fact the customer doesn't get the receipt until after the purchase; and just out of curiosity, when was the last time anyone actually read the back of a sales receipt?

Then there's the major department store that back in October and November, was so actively encouraging everyone to shop early, but now, when presented with a return, is so quick to point out their 30 day refund policy.

On the one hand, I can understand, even sympathize with these retailers. After all you can't really expect them to freely accept returns for an indefinite period; or can you?

What constitutes a fair and reasonable return policy? To be fair (and ethical) it most certainly has to be clearly understood by all parties at the time of purchase, not hidden away in small print on the back of a receipt. But what is a reasonable return period and what specific return terms and conditions actually make sense?

Not easy questions to be sure.

Perhaps the root of the answer lies in just how much the seller values the future business of their customers and how much they care about what those customers have to say about them.

Rather than explain, I'll share with you one more little story which, while not so current, may help make the point:

Some time back a pregnant woman walked into a linen store to return an unopened set of sheets purchased precisely 31 days earlier. The sales clerk, obviously annoyed by this intrusion, cleared a pile of other returns off the counter and pointed to a rather dog eared copy of their version of the 30 day refund policy.

After expressing her disappointment, the customer in question was told that if she didn't like the policy, she was welcome to shop elsewhere.

That woman just happened to be my wife and the child she was carrying is now 20. While she has since made her fair share of towel, bedding and related purchases, my wife has never forgotten the words of that clerk, and more to the point, has never once stepped foot back in that store. Furthermore, to this day, whenever someone as much as mentions the establishment in question, she recounts her experience with same level of emotion and disdain that she expressed to me on returning home that fateful day.

The lesson:

When it comes to customers expressing and acting on their dissatisfaction, there is no 30 day policy.


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5 comments:

  1. I think each of us had such an experience. What people forget is that there is a law which protects consumers' rights. In making their return policies store owners may be either ignorant themselves or rely on consumer's ignorance. So, don't be an ignorant consumer! Here is a useful link: www.canadianlawsite.ca/consumer-protection.htm

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  2. JF - The shop referred to is Best Buy. Apparently, this is their return policy in the US, but interestingly, not in Canada. Go figure? Even more interesting is the fact that, according to information found on the site Igor kindly refers to above, retailers in Canada are by law, no more obligated to take back returns than those in the States. I guess the powers that be at Best Buy Canada are just that much smarter than their US counterparts.

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  3. A really good read and very much to the point about dissatisfied customers who will tell their stories forever.

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  4. Jim
    Thanks for the great read!
    All the best!

    Al

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