Feb 13, 2012

When Multi-Channel Retailers shirk their responsibility

Posted by Wendy Weber

What does it mean to be a multi-channel retailer?

It means one company sells its products utilizing multiple sales channels.  The customer can purchase those products through a website, catalog, or – in some cases – a brick & mortar store.

Why is this beneficial?

For the retailer, it provides a way to reach “all” customers…and a synergy that can result in incremental sales.

For the customer, it makes the shopping experience convenient.  Some people prefer to order online; some prefer to flip through the pages of a catalog, and some prefer to go to the mall and touch the products before making a purchase.

So why do some multichannel retailers (you know who you are, Brookstone!) allow you to buy through any channel, but only return through certain channels? I recently encountered this issue when I was trying to return some items. This holiday season I spent close to $1,000 at this particular retailer, purchasing items through both the website and at the retail store. But when I wanted to return an item purchased online at the store, I was told they would “have to check” to see if that particular item was sold in the store. Otherwise, I’d have to pack it up and ship it back.

This is nonsense! I, the customer, do not care about your internal accounting – or channel conflict. If you accept the synergy of having the multichannel name recognition then you have to accept the inconvenience of customers purchasing through one channel and returning through another. If, while I happen to be in the store making a return of an item originally purchased online, I happen to notice an item that I decide to purchase on impulse…I very much doubt that you would tell me that I really ought to purchase that product online. So let’s not be silly.

As it turns out, I was lucky. Since the items I wanted to return were also sold in the store, they “permitted” the return. Thank you, but I do not consider that a favor.

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