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BOSTON – A new survey from Akeneo, a Product Information Management (PIM) solutions provider, reveals that improving product accuracy could significantly reduce holiday returns, enhancing sustainability and brand profitability.
According to the survey, 62% of consumers believe that having more accurate product information upfront would make them less likely to return items, while 59% reported returning a product because the online description was misleading or inaccurate.
With 65% of consumers making a holiday return or exchange last year, the findings highlight the importance of clear product details. The data also shows a preference for sustainable return options: 65% of consumers opted for in-store returns, reducing additional shipping emissions, while 68% expressed awareness of the environmental impact of returns.
“Sustainability continues to be top of mind for customers, and as brands continue to focus their efforts on improving their sustainability efforts, reducing the number of returns is essential,” said Romain Fouache, Chief Executive Officer at Akeneo.
- Sizing issues were the top reason for returns (58%), followed by conflicting customer reviews (35%), misleading product images (34%), and inaccurate online product descriptions (29%).
- Millennials and Gen-Z are more likely to order multiple sizes with the intention of returning them, whereas Boomers (38%) and Gen-X (35%) are less aware of the environmental impact of returns.
- Forty-four percent of consumers consider ethical and sustainable return policies when deciding where to shop.
“Consumers expect detailed and accurate product information online, no matter where they are shopping. Brands that prioritize product experience can reduce returns, boost customer loyalty, and improve sustainability efforts—ultimately enhancing their bottom line,” said Fouache, emphasizing the need for brands to invest in product experience strategies.
As e-commerce continues to grow, Akeneo’s findings suggest that businesses can reduce returns and increase consumer trust by ensuring their product information is complete, consistent, and reliable across all platforms.
