The customer is king is a common saying in commerce. Is this real in Nigeria? In this report, Tonia Diyan captures the dilemma of shoppers who found it difficult getting compensation for poor services.
Most people usually look forward to a wonderful ex- perience anytime they go shopping. But the irony, however, is that this is not often the case.
For many, the harrowing experience they face at shopping malls literally remians with them for life.
But why would a seller treat an old or potential customer with disdain knowing that the survival of the business rests with the customer? Simple as this question may be, the answer is not easy.
Miss Kunmbi Anifowose, a retail consultant, had discovered that, over the years, what shoppers brood about is the violation of trust.
According to her, a bad return experience can ruin the retailer-customer relationship with their preferred store.
In Nigeria, most stores do not practise good customer service, forgetting that it enhances sales.
For Anifowose, customer service shouldn’t end once a purchase is made. It should start the moment a shopper walks into a store whether he purchases an item or not, she said.
Retailers avoid customers telling them that the transaction between them and the shopper was a failure. Retailers do not like to hear things like ‘I found something better, or a better price elsewhere.’ This is a test for retailers, which, according to findings, they often fail and their businesses suffer.
Horrible experiences
A shopper, Miss Rita Okodili, bought a laptop in Ikeja, Lagos. It turned out that the item didn’t charge very well. She returned to the store where she bought it, having read their return policy of ‘return within seven days and get a product exchange or refund’ which according to her is the attraction for buying. Rita, in her late 20s, lamented that she was offered a four-day repair instead. This made her to abandon the store.
Many stores have tough return policies . The big problem is, in some instance, a retailer’s reputation as a worthly brand with outstanding customer service sometimes does not match the customer’s experience. Big retailers sometimes fall short of what the customer expects, and the customer feels disappointed.
Like Rita, when Tolani Awonuga, another shopper, goes to the mall these days, she walks by a once-favourite store. Why? She wasn’t able to return a gift she once bought without its receipt. Tolani says she shops at stores that will take returns without receipts, but the shop is the only one that gave her a cold shoulder. That’s because, Tolani said, she had patronised the store since its inception and she’d expected that due to her loyalty, as well as the amount of money charged by the store for its items, the retailer would have a more flexible return policy.
Rita and Tolani’s experience isn’t mere annoyance. It suggests betrayal. Tolani’s long-standing relationship with the store was severed by what she perceived to be a breach of promise, and a sales clerk with bad manners delivering the blow made it all seem very personal.
“If her sense of fairness hadn’t been violated, she would have happily continued to shop at the store,” Kunmbi said.
Noting that retailers are losing customers over restrictive return policies, Kunmbi raised some posers: “Why are they not putting these policies into practice? The answer is that returns are costly, and stores try to control costs by restricting returns.”
Retail experts have said a simple and easy return policy boosts sales, as shoppers are more willing to make purchases with the knowledge that returning them won’t be a hassle.
On the other hand, if too many returns are made, it causes havoc to the retailer.
Authenticity, transparency and “living up to promises” are important values to consumers.
Retailers use imagery, emotion, and symbolism to craft an enticing image—which becomes the personality of the store. That image is an unspoken promise of a particular shopping experience. It’s the retailer’s job to ensure that every consumer touchpoint lives up to the promise of a store’s image, including returns.
Several online retailers have found that it’s wise to be especially accommodating with returns. Some of these stores offer free shipping on deliveries and returns, as well as a return policy that’s as hassle-free as they come. ‘Return in 14 days with labels’ they’ve built a popular business, on the philosophy that frequent returners are also frequent buyers.
However, experts have suggested few simple tips shoppers can take to minimise the agony of store returns.
Among other things, shoppers are advised to check the retailer’s return policy before buying an item, particularly when shopping online. It is important to know that discount retailers often do not take returns but will offer a merchandise credit, but not a refund.
Besides, shoppers are asked to keep receipts, attach to items purchased and not remove tags until he is sure the item is in good condition. It is also important, according to experts, to store all receipts in the same place in case the product is defective. This is because retailers have found that over 14 percent of returns without receipts are fraudulent and are, therefore, requiring receipts for returns.
Experts said be prepared before bringing in a return. Preparation lessens the likelihood of conflict and speeds up the return process. Item receipt and identity card are important as well as treating the merchandise one is returning to with respect.
Though shoppers are sure to encounter disrespectful salespeople, especially at commission-based stores, it won’t help to get angry or be emotional, particularly when the item is not worn or damaged.
