Returns: Deal With It! Robert Casto 1 Introduction • • • • Software developer for 18 years Worked for Amazon from 2004 to 2006 Member of the Product Advertising API team Used to be called E-Commerce Services (ECS) • First external web service Amazon made • Developer for Frontgate.com & GrandinRoad.com • In 2009 wife started selling for extra money • Wrote software in evening to help business • In 2011 started working on SellersToolbox fulltime © 2012 SellersToolbox 2 Why discuss returns? • • • • A problem that affects everyone Typically disliked by retailers Frequently ignored or put off to later It affects your bottom line (profitability) • Why do businesses ignore their returns? © 2012 SellersToolbox 3 Returns are a pain! • • • • • Not a pleasant part of retailing Time consuming. Got better things to do. Processing them is complicated More fun to look for products to sell Easier to write off as a cost of doing business • Too many items to deal with • Low ROI for the work involved • Too busy researching or scouting © 2012 SellersToolbox 4 Is it a “big” problem? • NRF says 8% is average for the retail industry sales • Some markets are much higher than this • Zappos sees 35% returns, 50% for best customers • Are EBay and Amazon accepting too many? – – – – – – Return any item, anytime, for any reason. Don’t like it, doesn’t fit, 365 days & free shipping 180 days and to any retail store “Guaranteed to last”. Anything, anytime, any condition. No receipt and any length of time © 2012 SellersToolbox improving sales overall Industry sees lenient policies 5 Are returns lower online? • I see about 2.5% of sales get returned * • That’s much better than regular stores • Possible reasons for the lower percentage – Difficult to return items from a other sellers – Not possible to fake receipts for a purchase – Usually have to pay shipping to return item – Different type of customer / clientele • Size of you problem depends on # of returns © 2012 SellersToolbox 6 How many returns? • Using an average return rate of 2.5% • 25 out of every 1000 sales or 3 out of 100 • Quick way to calculate your return count – Divide # sales by 10 and then divide by 4 • Examples … – 500 sales per month: 500 / 10 = 50, 50 / 4 = 12.5 – 10 sales / day? 70 / 10 = 7, and 7/4 ≈ 2 / week – 100 sales / day? 700 / 10 = 70, and 70/4 ≈ 18 / week – 1k sales / day? 7k / 10 = 700, and 700/4 = 175 / week © 2012 SellersToolbox 7 Should you care? • If you are a larger seller, most definitely • For small sellers, could be a large hit on profitability • These items are worth something – Average sale is $32.62 (looking over multiple years) – If cost is 1/3rd, then that is almost $11 per item • Doing nothing ensures that money is lost • Prices will continue to fall • Get money out of them to put towards new inventory • Just need to know where to start! © 2012 SellersToolbox 8 Discussion Outline How Returns are Processed Handling Returns Reimbursement Minimize Number Recouping Costs Outsourcing © 2012 SellersToolbox 9 The Return Process • Returns are the opposite of sales • Items follow a different path from the customer back to the seller • This is known in the retail industry as Reverse Logistics • It is a $100 Billion industry © 2012 SellersToolbox 10 Sale: Merchant Fulfilled List Item Receive Order O R D E R S H I P Deliver © 2012 SellersToolbox 11 Return: Merchant Fulfilled Receive Notice Approve Delivery PERMISSION PRINT LABEL REQUEST RETURN Ships Item © 2012 SellersToolbox 12 Sale: Amazon FBA List Item S H I P Deliver © 2012 SellersToolbox 13 FBA handles the return processs © 2012 SellersToolbox 14 Return: Amazon FBA Request Return Approves Collects & Ships Ships Pickup © 2012 SellersToolbox 15 Collection Process • • • • • • Return label has a special zip code Post office sorts these items to a special bin Couriers pick up items while doing deliveries Returns are consolidated to sorting facilities Items are shipped motor freight to retailer Amazon has them sent to Lexington KY and Las Vegas NV, their main return processing centers © 2012 SellersToolbox 16 Disposition: Amazon FBA Delivers Collected Customer Returns Reimbursemen t PERCEN T FBA CENTER 41.6% LEX2 21.0% LAS2 17.1% CVG2 Determine Condition Y Amazon Responsible? Unsellable Sellable N Back into inventory Unfulfillable Resell Removal Order © 2012 SellersToolbox 17 Amazon will refund me? • Amazon will reimburse when it is their fault – – – – Damaged while at a fulfillment center Lost in a fulfillment center Missing for 30 consecutive days Carrier lost or damaged the item • When shipping to the customer or as a return • What is not their fault – Condition of product not as described – Product damaged by the customer • Items may end up being sold by © 2012 SellersToolbox 18 Amount Reimbursed • Based on their determination of unit value minus FBA and Amazon fees • Factors in value – Sales history – Your price – Other seller prices • Will use table at the right if there is not enough info • Limit of $2000 • Get insurance on items above $2000 © 2012 SellersToolbox 19 Calculating Reimbursement © 2012 SellersToolbox 20 It pays to ask! • Amazon does not reimburse for customer damaged items • Amazon makes mistakes too so you need to watch them • Example – $180 Norelco Arcitec 1050 shaver got returned – – – – Used removal order to ask for the shaver back Got all the parts in a zip-lock bag Customer said the item was defective I asked Amazon to reimburse because the item had been used • Make sure you cite the rule and where it can be found in the case – They asked for pictures of the item and shipping labels – They granted my request and reimbursed the sale 2012 SellersToolbox – I paid $90 and would©have been out that and fees 21 $200 Norelco Shaver Front Back Product Label Shipping Label Packing Slip © 2012 SellersToolbox 22 Improving the Odds • Take pictures to document condition – of item returned from a removal order – of shipping box to show any carrier damage • Monitor the status of each return in Seller Central – You need to ensure Amazon doesn’t miss things – Set aside a specific time each week to review them – For lots of returns, use 3rd party software to help * – When creating a case, include details about © 2012 SellersToolbox 23 return Removal Orders • To create a removal order – Log into Seller Central and click on Manage FBA Inventory – Sort table by Unfulfillable – Select items you want to remove – Change dropdown and click Go • The next screen lets you choose the address where items will be sent. It also lets you see what items you have that are unfulfillable so it is easy to select them. © 2012 SellersToolbox 24 Removal Orders • Takes 10-14 business days to pick, pack, & process • 30 days during peak times: Feb, March, Aug, & Sept • Large quantities may be packed on pallets • Email is sent when all items have shipped • Any address can be used for where returns are sent • Items will come from different fulfillment centers and may arrive spread out over many days © 2012 SellersToolbox 25 • Cost is $0.50 per item and $0.60 for oversized Removal Settings © 2012 SellersToolbox 26 Avoiding Returns • Only sell high quality products • Be conservative when assigning condition • Make sure the product description matches what you are selling – On Amazon, these pages can change so you will need to monitor them • Decrease time between order and delivery • Package product carefully for shipping © 2012 SellersToolbox 27 Example Shipping Problem © 2012 SellersToolbox 28 Collision Damage © 2012 SellersToolbox 29 Forklift Damage © 2012 SellersToolbox 30 Dropped Damage © 2012 SellersToolbox 31 Why are items returned? • Out of your control – – – – – Damaged during shipping Damaged by the warehouse Found a better price Accidental order Manageable No longer needed ―Different from website or wanted description – Defective / Does not work ―Defective / Does not work ―Missed delivery date – Buyers Remorse ―Different condition than – Unhappy with quality expected © 2012 SellersToolbox 32 Top Return Reasons PERCEN T REASON 23.7% UNWANTED_ITEM 17.5% DEFECTIVE * Only 15% of returns can be fixed! 10.6% NOT_AS_DESCRIBED 6.0% ORDERED_WRONG_ITEM 4.6% APPAREL_TOO_SMALL 4.0% SWITCHEROO 3.8% APPAREL_TOO_LARGE Only 5% are due to damage 3.0% UNDELIVERABLE_UNKNOWN 2.7% DAMAGED_BY_CARRIER 2.3% DAMAGED_BY_FC 2.0% CR-UNWANTED_ITEM © 2012 SellersToolbox 33 Product Returned Defective? * 6-8% of all returns are due to fraud Some customers will try to avoid paying return shipping. They will indicate product is defective, but you will get back a new item. Thare187: They don't price match anymore. Just say it's defective. I used to return games to Amazon that I would get free from yourfree360games.com. Never has a problem. Some unfulfillable items will be new. No way to know until you get them. © 2012 SellersToolbox 34 Disposition of Returns from Customer PERCEN T DISPOSITION 35.9% SELLABLE 28.4% DEFECTIVE 23.3% CUSTOMER_DAMAGED 9.1% DAMAGED 3.4% CARRIER_DAMAGED © 2012 SellersToolbox 35 Top Returns by Product Group PERCENT PRODUCT GROUP 13.5% Toy 12.0% Baby Product 11.1% Shoes 10.4% Kitchen 6.8% Health and Beauty 6.0% Apparel 5.0% Beauty 3.7% Home 3.1% Book 2.3% Personal Care Appliances 2.2% CE 2.1% Sports 2.0% Drugstore © 2012 SellersToolbox 36 Top Centers for Damage PERCENT FBA CENTER 23.4% PHX 22.5% IND 15.8% ABE 10.5% CHA 6.7% SDF 6.5% LEX 4.6% TUL 2.7% PHL 2.5% RNO 1.8% LAS 1.8% CVG © 2012 SellersToolbox 37 Return Condition: New • Around 40% of items returned are still new – Customers don’t want to pay return shipping so they say it was defective – Amazon’s policy is very lenient and favors buyers – Check that item is still factory sealed • Include with your next FBA shipment or put them back into the regular shipping process © 2012 SellersToolbox 38 Return Condition: Used • About 20% of items will have been opened and then returned – Customer didn’t like the color, fabric, something? – Amazon marks all items unfulfillable that come back in a condition worse than how it was sold – Check that no parts are missing – Contact manufacturer to try and buy missing parts or see if they are for sale somewhere • If no parts are missing, sell on EBay or Craigslist © 2012 SellersToolbox 39 Light box damage: Like New © 2012 SellersToolbox 40 Light box damage: Like New © 2012 SellersToolbox 41 More damage: Very Good © 2012 SellersToolbox 42 Lots of box damage: Like New on EBay © 2012 SellersToolbox 43 Where to sell Like New? • Amazon allows Like New items for most categories except these: – Clothing – Baby – Toys • Some categories allow refurbished or collectible • EBay if in doubt but be conservative – Better to surprise than disappoint © 2012 SellersToolbox 44 Return Condition: Other • About 40% of returns will be worthless – – – – – Customer broke something Returned without packaging Missing parts Scratches and / or dents There is no way to tell how badly something is damaged before requesting it from Amazon. Just ask for everything. • Keep the item for its spare parts – Especially if you sell many of the same item or get multiple returns of the same item – Document what you have and where so it is fast to find the parts • Throw away anything that cannot be resold such as clothing, food, vitamins, and Health & Beauty items © 2012 SellersToolbox 45 Badly damaged item. Missing contents. © 2012 SellersToolbox 46 Missing packaging. Health care item so dispos © 2012 SellersToolbox 47 Recoup your costs • Get new items back to into sales process – Ship the item back to FBA with next shipment – Relist product on Ebay or other venue – Add back to inventory if running your own site • Will supplier reimburse you in some way? – Damage allowance (2% or return for credit) – Unsold item buy back – Guaranteed sale programs © 2012 SellersToolbox 48 Recoup your costs - Venues • In order of highest possible sale value – EBay is great for selling items with bad packaging – Local flea market dealers may buy some items – Craigslist is easier to list but not as effective nor are the prices paid as good. People want to dicker a lot. – Local public auctions. People usually overpay. – Consignment or 2nd hand stores © 2012 SellersToolbox 49 – Sell as salvage to other companies Recoup Cost - Liquidation Liquidations sites can help you sell large quantities, but they tend to have high fees © 2012 SellersToolbox 50 Recouping Cost - Liquidation More places to sell large quantities of goods © 2012 SellersToolbox 51 Outsourcing – Benefits • Focus on what you do best – Sourcing and selling • Cost and efficiency savings – Others do it better and cheaper • Reduced Overhead – Fewer employees, office space, etc • Operational Control – Change arrangement to fit needs • Hire Top Professionals – Hire those who are the best • Control Capital Costs – Converts fixed costs into a variable • Reduces Risk – Can adapt to changing business conditions SellersToolbox • Increased Capabilities©–2012Do far more than on your own 52 Outsourcing - Business Payroll Taxes Accounting Writing Research Billing Scouting Shipping Labeling Cleaning Listing Legal © 2012 SellersToolbox 53 Outsourcing - Technical • Product and pricing research • Data processing and gathering • Report generation – Sales – Inventory - Forecasting - Taxes • Custom Integration and tools • Whatever is taking up lots of your time © 2012 SellersToolbox 54 Outsourcing - Returns • Eliminate handling them all-together • Ship to another address using removal order • Nothing shows up at your door or warehouse • Can get paid for the returns • Cost associated with returns … © 2012 SellersToolbox 55 Returns Costs - Storage © 2012 SellersToolbox 56 Return Costs – Value Loss © 2012 SellersToolbox 57 Return Costs - Expenses © 2012 SellersToolbox 58 Robert Casto 513-442-2898 (leave message) robert@sellerstoolbox.com © 2012 SellersToolbox 59 Other Slides If there is time … © 2012 SellersToolbox 60 Shipping Statistics SERVICE PERCENT Expedited 51% Standard 49% CARRIER UPS SMARTPOST ONTRAC USPS FEDEX LASERSHIP BLUE_PKG * Based on 1 million sales ENSENDA PRESTIGE SMARTMAIL PARCELPOOL © 2012 SellersToolbox PERCE NT 44.54% 25.12% 7.30% 6.20% 4.79% 4.53% 3.06% 1.65% 1.24% 0.57% 0.49% 61 Top Ship-To States STATE PERCENT PERCEN STATE T CA 16.9% MD 2.4% NY 8.1% NC 2.3% FL 6.5% MI 2.1% TX 6.1% AZ 1.9% IL 4.0% CO 1.9% PA 3.7% CT 1.6% NJ 3.6% MN 1.5% VA 3.4% OR 1.5% WA 3.3% TN 1.4% MA 3.2% WI 1.4% OH 2.5% IN 1.3% GA 2.4% MO 1.3% MD 2.4% © 2012 SellersToolbox UT 1.0% 62 FBA Settings © 2012 SellersToolbox 63 Automated Long-Term Storage Removal Settings © 2012 SellersToolbox 64 Manage Returns © 2012 SellersToolbox 65 Refund Order - Full © 2012 SellersToolbox 66 Refund Order - Partial © 2012 SellersToolbox 67 Automated Return Settings © 2012 SellersToolbox 68