Shoppers Rank 'Returns Rage' Low in Post-Holiday Season.

Getting the Returns Process Wrong Will Cost a Business Its Customers, Opinion Research Study Suggests

PRINCETON, N.J. -- The returns counter may not be a counter-productive place after all, findings of a new study by Opinion Research Corporation suggest. Contrary to popular opinion, few Americans suffered "returns rage" when taking back unwanted gifts this year.

A survey of 1,024 respondents revealed that the majority of retailers "got it right" when dealing with customers at the returns counter. While only 1 in 10 Americans encountered a problem when making a return this holiday season, the busiest returns period of the year, 1 in 7 said that the return experience fell short of their expectations. In addition, respondents with a higher household income ($75,000 or more) are much more likely to return unwanted gifts than those with an annual income of under $25,000 (27% vs. 16%).

"Ensuring a smooth and hassle-free returns process is vital for retailers, particularly if it's the customer's first visit to a store," said Linda Shea, Senior Vice President and Global Managing Director of the Customer Loyalty Practice at Opinion Research Corporation. "Getting the process right could mean potentially gaining a new customer; getting it wrong might alienate both the customer who initiated the return as well as the one who made the initial purchase."

The study also found that the average American spent between $500 and $750 on holiday gifts in December, and of those who made returns, two gifts per consumer on average were taken back to the store, each worth approximately $30. Women in particular were much more prone to returning unwanted gifts than men (24% vs. 16%).

"Returning a product is a critical moment of truth that shapes a consumers' overall perception of the store," said Shea. "If expectations are not managed effectively, it can lead to lower customer satisfaction and in turn increase the likelihood that they will shop elsewhere in the future."

The report also indicated that two in ten consumers reported having a better impression of the store as a result of the returns experience. Where expectations for the returns experience were not fully met, there was a substantial decrease in the likelihood of recommending the store to friends and family.

Consumer's concerns on holiday spending were also addressed in the survey. Results showed one-fifth of US adults (21%) are very or somewhat concerned about paying for holiday purchases they made using credit. Interestingly, concern is equally high among those who went over budget and spent more than expected (31%) as among those who reported they spent less than expected (28%).

About Opinion Research Corporation

Opinion Research Corporation, an infoUSA company, has offered innovative solutions to the toughest market research challenges of clients worldwide since 1938. The firm has been conducting national, speech reaction, state and flash/overnight polls for CNN since April 2006. To learn more, visit www.opinionresearch.com.

About infoUSA

Founded in 1972, infoUSA is the leading provider of business and consumer databases for sales leads & mailing lists, database marketing services, data processing services and sales and marketing solutions. Nearly 4 million customers use infoUSA's products and services to find new customers, grow their sales, and more. infoUSA is headquartered in Omaha, Nebraska. To learn more, visit www.infoUSA.com.