Building a PR Plan for Your Returns Policy
Building a PR Plan for Your Returns Policy
Paid Returns (Part 3)
In the first two parts of our Paid Returns series, we explored the nuts and bolts of building a paid returns strategy that not only aligns with your business goals but also keeps customers happy. If you missed those, you can catch up on Part 1 here and Part 2 here before diving into today’s topic.
Now that you’ve got a solid strategy and an optimised returns process, it’s time to turn our attention to something just as crucial—how to communicate these changes to your customers effectively.
Introducing a paid returns policy can be a tricky business. Even the most well-thought-out strategy can face backlash if it isn’t communicated properly. That’s why a strategic communications plan is your next essential step. This plan will not only help you proactively address potential concerns but also ensure that your brand is prepared to handle any negative PR that may arise.
The Importance of a Strategic Communications Plan
Giant retailers like PLT, H&M and ASOS have struggled delivering a communication plan with their paid returns strategy. This has led to an outpour of unhappy customers and in H&M’s case a U-Turn on their strategy.
Setting the Stage
When it comes to implementing a paid returns policy, the last thing you want is to be caught off guard by a wave of customer complaints or negative media attention. Yet, this is a reality many brands face when they don’t put enough thought into their communication strategies. While you might have all the logistical and operational aspects locked down, failing to manage the narrative around your new returns policy can lead to misunderstandings, frustration, and ultimately, damage to your brand’s reputation.
Let’s face it—no one likes paying for something they used to get for free. This natural resistance means that how you present your new policy to customers is just as important as the policy itself. A well-crafted communications plan doesn’t just mitigate risk; it can also turn a potentially negative situation into an opportunity to strengthen customer trust and loyalty.
Proactive vs. Reactive Communication
A strategic communications plan should have two key components: proactive and reactive communication.
Proactive Communication: This is all about setting the stage before the policy goes live. It involves educating your customers on why the change is happening, what they can expect, and how it will benefit them in the long run. Being transparent and upfront can help manage expectations and reduce the likelihood of negative reactions.
Reactive Communication: Even with the best proactive efforts, some customers may still be unhappy or confused. This is where your reactive communication comes into play. Having a plan for how to respond to negative feedback—whether it’s through customer service, social media, or PR channels—can help you manage the situation swiftly and effectively, keeping any potential damage to your brand to a minimum.
By combining these two approaches, you can ensure that your communications plan is both comprehensive and flexible, ready to handle whatever comes your way.
Building a Proactive Communication Strategy
Identify Key Messages
The foundation of any successful communication strategy is clarity—what exactly do you want your customers to know, and how do you want them to feel about it? Before you start crafting emails or social media posts, take a step back and identify the key messages you need to convey about your new paid returns policy.
Consider the following:
Why the Change is Necessary: Be upfront about why you’re implementing a paid returns policy. Whether it’s about sustainability, improving service quality, or ensuring that resources are allocated more efficiently, clearly explain the reasons behind the decision. Customers are more likely to be understanding if they see the bigger picture.
What’s in it for the Customer: Highlight any benefits that the change might bring to your customers. Perhaps the funds saved from reducing free returns will be reinvested into better products, faster shipping, or enhanced customer service. If the policy includes options like free returns for store credit or loyalty members, make sure these perks are front and centre.
Options Available to Customers: Clearly outline the options customers have when it comes to returns. This might include choices like refunds, exchanges, or store credit. The more transparent you are, the less likely customers will feel blindsided by the changes.
Craft these messages in straightforward, customer-friendly language. Avoid jargon and focus on being clear, concise, and honest. Your goal is to inform, not confuse or frustrate.
Choose the Right Channels
Once you’ve nailed down your key messages, the next step is deciding how to deliver them. The channels you choose can significantly impact how well your message is received.
Email: Direct communication through email is a powerful tool. A well-crafted email can ensure that your message reaches your customers in a personal, direct way. Consider segmenting your email list to tailor messages based on customer loyalty, purchase history, or other relevant factors.
Website: Your website should be a primary source of information about your new returns policy. This might include an updated FAQ section, a dedicated landing page explaining the changes, or even a banner on your homepage.
Social Media: Social platforms offer a way to communicate more informally and engage with your audience in real-time. Use these channels to share updates, respond to customer queries, and address any concerns that may arise.
In-Package Inserts: Don’t underestimate the power of physical communication. Including a note about your new returns policy in the package with the customer’s order can be a nice touch, ensuring they are aware of the changes in a personal and direct manner.
Consistency across all channels is crucial. Whether a customer reads about your policy change in an email, on your website, or on social media, the message should be the same. This helps build trust and ensures that no one is left in the dark.
Timing is Everything
The timing of your communications is just as important as the content. Rolling out information in a phased approach can help prepare your customers for the change without overwhelming them.
Pre-Launch Teasers: Start by teasing the upcoming changes well before they take effect. This could be as simple as a “Something’s Changing” message that gets customers curious and prepares them for more detailed communications to come.
Official Announcement: Make your official announcement a few weeks before the policy goes live. This gives customers time to digest the information and ask questions. It also shows that you respect their time and want them to be fully informed before the change happens.
Follow-Up Reminders: As the launch date approaches, send out reminders to ensure that the information is top-of-mind for your customers. This might include countdown emails or social media posts that reiterate the key points.
Also, be mindful of your business calendar. Avoid announcing significant changes during peak sales periods or holidays when customers are less likely to pay attention or may react more negatively due to the stress of the season. Align your timing with quieter periods where possible, allowing you to manage the transition smoothly.
Preparing for Reactive PR Management
Anticipate Common Complaints
No matter how well you prepare your customers for the change, there will always be some who are unhappy about having to pay for returns. The key to managing this is anticipation. Think ahead about the types of complaints or issues that might arise and be ready with thoughtful, empathetic responses.
Start by considering the most likely points of contention:
"Why are you charging for returns now?": Customers might feel blindsided by the shift, especially if they’re accustomed to free returns. Reference your proactive communications, where you clearly outlined the reasons for the change. Reiterate the benefits mentioned earlier—whether it's about sustainability or improving overall service quality.
"I’ve been a loyal customer—why should I have to pay?": Loyalty-based concerns can be particularly tricky. For these, emphasise any loyalty rewards or incentives you’ve put in place, such as free returns for members or store credit options. As discussed in Part 1, loyalty incentives can play a big role in softening the blow for your most valued customers.
"The return process is now more complicated!": Some customers may feel that the new policy adds unnecessary steps to their shopping experience. Here, it’s important to highlight any improvements you’ve made to the return process itself, possibly referencing the streamlined procedures detailed in Part 2 of our series.
For each anticipated complaint, draft clear, consistent responses that your customer service team can use. These should align with the key messages you’ve already established in your proactive communications.
Crisis Management Protocols
Even with the best preparation, things can go wrong. When they do, how quickly and effectively you respond can make all the difference in controlling the narrative. This is where a solid crisis management protocol comes in.
Monitoring and Response: Designate a team responsible for monitoring social media, review sites, and customer service channels for any spikes in negative feedback. Tools like social listening platforms can help you track mentions of your brand and identify potential issues before they escalate.
Swift and Transparent Responses: If negative feedback starts to gain traction, respond quickly and transparently. Acknowledge the concerns, restate the reasons behind the policy change, and offer solutions. The quicker you can address these issues, the less likely they are to snowball into a full-blown PR crisis.
Escalation Procedures: Not all complaints can be resolved with a simple reply. Have an escalation process in place for more serious issues, including designating spokespeople who are prepared to speak on behalf of the company if necessary.
Remember the importance of staying calm and collected. As we discussed in Part 1, managing customer expectations from the start is crucial, and now it’s about following through with consistent, respectful communication.
Leverage Positive Feedback
While much of your focus might be on handling negative feedback, don’t overlook the power of positive customer experiences. Encourage satisfied customers to share their experiences, and make sure to amplify these voices.
Collect and Share Testimonials: After the new returns policy is in place, actively seek out and share positive testimonials. These could come from customers who appreciate the improved efficiency (as we explored in Part 2) or those who value the sustainability efforts behind the change.
Feature Success Stories: Highlight stories where the new policy has worked well—perhaps a customer who benefitted from a more efficient return process or one who took advantage of the loyalty incentives. Share these stories across your communication channels to create a more balanced narrative.
Engage with Your Audience: Keep the conversation going by engaging with customers on social media, responding to their comments, and encouraging them to share their thoughts. This not only helps in maintaining a positive image but also fosters a sense of community and transparency.
By leveraging positive feedback, you can help counterbalance any negativity and show that your new policy is being well-received by a significant portion of your customer base.
Conclusion: Aligning Strategy with Communication
Introducing a paid returns policy is more than just a business decision—it's a move that requires careful consideration of how it will be communicated to your customers. As we've discussed throughout this series, success lies not only in the strategy you build but in how you present and manage that strategy with your audience. From the initial rollout to handling any potential backlash, clear and empathetic communication is key.
Your communications plan should be seen as an extension of your business strategy. By ensuring that every message you send is aligned with your brand values and addresses customer concerns head-on, you can turn what could be a negative experience into an opportunity to reinforce trust and loyalty. This approach will help you navigate the complexities of change, ensuring that your brand remains resilient and customer-focused.
As you prepare to implement or refine your paid returns policy, if you want to riff over options and approach email us at hello@commercethinking.com.