Bracket buying - the practice of buying multiple sizes, styles or versions of a product with the intention of returning all but one - has been a common side effect of free returns many brands and retailers offer for online purchases
Free returns are critical
of consumers say that free returns are a critical consideration when shopping online (second only to free shipping)
of consumers with household income of over $100,000 say that free returns are a critical consideration when shopping online
of shoppers say they never return online purchases
Overwhelmingly, shoppers say that having access to user-generated content — including reviews, Q&A, and images and video — would have made them less likely to return a product.
UGC: A retailer’s answer to lower return rates
Say reading ratings and reviews make them less likely to return online purchases
Say reading user-generated questions and answers make them less likely to return online purchases
Say viewing user-generated imagery and videos make them less likely to return online purchases
Better, more detailed reviews lead to more informed buyer decisions, meaning fewer returns
How often do consumers read entire reviews?
A given review might include many details, including a title, written commentary, demographic information of the reviewer, and visual content – among other things. Which of these details do shoppers value most?
What information consumers value when reading reviews
A picture/image of the product from someone who has used it
Longer, more descriptive reviews
Stories and accounts that relate to and are consistent with how you intend to use the product
Aggregated pros and cons pulled from all the reviews submitted
“Most positive review” vs “most negative review” pulled from all reviews submitted
The tag/badge signifying how the reviewer obtained the product
A video of the product from someone who has used it
Demographic profile information
Longer, more descriptive title