Benefits of Collecting Customer Feedback

Want to drive customer loyalty? Ask for feedback from your customers after every purchase they made.

67% of customers mention bad experience as a reason to churn but only 1 out of 26 unhappy customers complain, the rest remain silent. If you don’t ask for feedback your customers will just leave without telling you what went wrong.

Feedback from your customers is valuable in many ways.

Firstly, you are going to get to know your customers better. After getting feedback from your customers you will be able to identify their needs and create business based on your customers needs. Which also means you will be able to create powerful marketing strategies.

Secondly, feedback will reveal where you can improve.  Maybe you consider your customer care service flawless and perfect. However, without an outside view you can’t be 100% sure.

Customer feedback is also an opportunity to motivate your team. Positive feedback gives them confidence that business is on the right track and also when employees feel valued, they just want to work more.

Online reviews

You can ask for feedback directly by email but online reviews are also powerful tools. Online reviews are becoming more and more important for buyers while making a buying decision. 77% of buyers read reviews before making a purchase.  People trust them more than ever, some studies show that people trust them almost as much as recommendations from people they know.

  • 83% of buyers trust recommendations from people they know, while 70% trust consumer opinions posted online.

And what’s more, every customer online review means free advertising. Your name or products are exposed to buyers and this helps boost brand awareness.

If you haven’t started collecting your customer feedback yet, you should start right away! It is the easiest way how to make your customers loyal and to identify their needs.

Karolína Alvaradová – creates a perfect return process at Retino

Online Stores That Provide Great Return Policies

What is the secret of successful online stores? They never forget about post-purchase experience.

With 70% of customers reading your return policy, it is a great chance to turn your return policy into your competitive advantage. A today’s customer is looking for an excellent shopping and also post-shopping experience.

Look how these stores handle the return process.


Zappos’s entire business is based on hassle-free shipping and returning. Customers don’t need to worry about anything while buying items online. Zappos provides free shipping. And what’s more, buyers have 365 days to make the return and Zappos will pay for the return process.


Athleta also provide a unique return policy. They provide Give-It-A-Workout-Guarantee policy. This means: go and exercise in it and if you don’t like it you are allowed to get a full refund. Athleta also put a prepaid label in a package in case customers want to return. In Athleta customers have up to 45 days to return items.


Nordstrom handle returns on a case-by-case basis and there is no time limit for returning items. Nordstrom want every customer to be happy and satisfied with an order so if a customer wants to return, he just returns.


L.L.Bean is another store with a customer-friendly return policy. “If you are not 100% satisfied with one of our products, you may return it within one year of purchase for a refund.” They will take back any item in any condition at any time after purchase.

store return policy


In Asos customers are able to return items within 28 days from receiving them to get a refund. They are also allowed to return underwear, swimwear or items on sale. “Do you want to return something? No problem! Returns are FREE customers.” They include a pre-paid shipping label so the return process is faster and easier.

Karolína Alvaradová – creates a perfect return process at Retino

BEFORE AND AFTER: Interview with Miroslav Štufka

Mission of Retino is to help e-shops with their returns and claims. But how does the cooperation with us look like in reality?

Meet Miroslav Štufka, founder and director of Ventishop, an online store selling professional HVAC equipment. We couldn’t be more proud of Ventishop. They have been with us from the very beginning and they really are striving to provide the best service to their customers.

Can you tell us a bit about your store –

We started our services under the Ventishop brand in 2016. Ventishop sells professional air conditioning products like fans, recuperation units and accessories for a wide range of customers. We cooperate with large construction companies as well as freelancing handymen. I have tried my best to create a customer-oriented culture in our company, which I believe is the key to market success today. Every customer has different needs and every order is unique. We want communicate clearly, be helpful and take care of our customers the best way possible. In our segment, professional after-sales service is a must.

How did you manage returns before integrating Retino?

I hate to admit this, but our returns and claims were a big pile of mess. There was no strict process to adhere to and we managed everything through emails, phone calls and post-it notes. We faced issues with legal deadlines, frequent customer questions about the progress, dealing with suppliers… We had always tried to do our best, but it was pretty tough sometimes.

How do you manage the return process now?

Once we heard about the solution offered by Retino and saw the benefits, we were excited and decided to give it a try. Tests went well and we prepaid Retino for 12 months.

One thing that our customers love is that they can create return cases themselves. Retino integrates this little form on our page and customers get cleared in a couple of seconds. They can then track the progress of their return or claim online. As for us, we now have a clear and optimized process that tells us what to do. Many things like deadlines, documents, messages are automated.

Using Retino is straightforward and easy. It saves us time we can use to grow our business.

How does the cooperation with Retino work?

It works great! They give us full support. They helped us implement the solution, but also when they ship a new feature, they reach out to us and explain how this can benefit our business. Whenever we had an issue, they were here for us, willing to understand and help us quickly.

What are the most significant benefits of using Retino?

We have more time for our business and our customers and that means a lot for us. The main benefits I would mention are total control of our return chain in real time, less phone calls from our customers because they are informed instantly, and an survey of our customer satisfaction.

Would you recommend Retino to other e-shops?

Definitely! Customer satisfaction is a key nowadays. In order to be competitive, you also need streamlined operations. We have found a strong partner in Retino that helps us to deliver those two goals. I’m sure many other shops would benefit too.

That’s very flattering, Miroslav, thanks so much for your time!


Budget-Friendly Ways to Thank Your Customers

Telling your customers how much you appreciate them is an important part of their emotional shopping journey. It is also a great way to create a relationship between you and your customers.

Why is it so important to strengthen your relationship? 60% of businesses have lost their customers because they felt the business was indifferent to them. When a customer falls in love with your online store he is going to spend more money at your store and he is also more likely to recommend your store to someone else.

There are plenty of ways how to thank your customers. With automated emails it is easier than ever to send a thank you email to all loyal customers. So why not start thanking your customers right now?

We’ve prepared some tips how to thank your customers effectively and cheaply.

  • Show your customers that you’re utilizing their feedback. A customer feedback is an important way how to make your customer loyal but only if you do not ignore it. Show your customers that you’ve implemented their ideas.
  • Happy Birthday! When a buyer registers at your store he is usually asked to fill in his date of birth – a perfect opportunity to show your customer that you appreciate him. It’s up to you if you provide a 10% discount to him as a present or you just write him: “Happy Birthday from our team, Mark”. One thing is clear, this is the way how to create a stronger relationship.
  • Loosen up your return policy. At least you should consider adding special return policy to members of your loyalty program. Successful online stores provide excellent return policy to all buyers. Why? They don’t want to lose any opportunity and want please all customers, who are now looking for best shopping experience, including great after care service.
  • Unexpected gifts. Even a small discount or a gift with purchase can make your customers happy – more likely when it comes unexpectedly.
  • Do something extra to stick in your customer hearth. Does your customer need something to be delivered faster than usual? Do it! This is the way how to thank a buyer for being your customer. Show him that you will do anything to make him happy.

Karolína Alvaradová – creates a perfect return process at Retino

Building Customer Loyalty Through Your Return Policy

  • You have a 60-70% chance of selling to an existing customer, while you only have a 5-20% chance of selling to a new customer. Loyal customers also spend more per order.
  • The cost of acquiring a new customer can be from five to 25 times higher than keeping an existing customer.
  • 78% of loyal customers tend to recommend the brand that they love to others.

A loyal customer who returns to your store is much more valuable than a new one.  The key is to create a relationship between your e-shop and buyers. How? By creating great shopping experience, including great return policy. The most successful online stores like Amazon or Zappos built their entire business on fast shipping and easy returns. They wanted to create a strong relationship with their customers.

Online retailers hate returns and their customers hate them, too. However, the truth is that almost 30% of all products ordered online are returned. High return rate isn’t always a threat to your company. You just have to know how to deal with returns effectively and how to turn them into your advantage. A today’s customer is looking for an easy, fast and cheap return process. Price won’t be soon the key to differentiate your online store from others. And if you provide an excellent customer service, including perfect return process, don’t be afraid to charge more. 86% of buyers are willing to pay more for a better customer experience.

  • Be fast. 80% of buyers want easy and fast return process.
  • Make your great return policy visible. 60% of customers are satisfied when return policy is easy to find.
  • Offer free return shipping. 68% say free return shipping is a key to a positive return experience.

With more than 60 % of buyers who consider e-shop’s return policy before making a purchase is a good return policy crucial to all online stores.

Karolína Alvaradová – creates a perfect return process at Retino

How Social Media Influences Shopping Behavior of Millennials

The generation of millennials is different – more than 70% of those born between 1980 and early 2000s are active on social networks.

Millennials grew up in a technological boom and use social networks not only to read news and chat but also to be updated with the last fashion trends and to search for products that they want to buy.

50% of millennials say that their purchase decisions are influenced by social media. We live in a digital world. Buyers enjoy reading online reviews which now seem to have the same power as personal recommendations. 85% of buyers trust online reviews as much as personal recommendations.

Millennials are active in writing about their own experience – they are not passive readers. Which is good because people are more likely to buy a product which was recommended by someone else. They don’t stick with Facebook, they use Instagram and Tumblr. Buyers who use social media to help to shop during or before going to a store are 29% more likely to make a purchase the same day.

Customers pay attention to social media. So if you want to meet a today’s customer expectations you should start building a relationship through social media.

How to build a relationship through social media?
  • Allow your customers to buy things right through your social media page with a buy button to make the buying process simple.
  • Encourage them to write reviews about your e-shop.

Are you afraid of bad reviews?  Turn them into your advantage. Check all reviews and answer them to show that you care. Even a bad review can help you to increase awareness about your store.

To sum up, social media definitely influence buyer’s shopping behavior. If you haven’t started communicating through social media yet you should start right now. With 46% of buyers looking towards social media when making a purchase, social media is a powerful tool to increase your sales.

Karolína Alvaradová – creates a perfect return process at Retino

How to Create a Successful Online Store

Today, it’s easier than ever to launch an online store. However, the whole process of creating a successful e-shop is a challenge. Today’s customer has access to a global e-marketplace, which is full of options.

You need to stand out in a crowd of competitors during every stage of a customer journey. Customers don’t buy  because of price alone. There are more effective ways to attract your customers and make them loyal to your e-shop.

Design of your online store

About one half of online shoppers won’t return to an e-shop if they find it unesthetic. The web page design belongs to the top factors while deciding a purchase. While creating a web page you should think of a good navigation – to provide your customers an easy travel throughout the entire website. You should also keep in mind that a brand consistency is important – make your brand easily recognizable.

Product reviews

People want to know everything about a product that they are willing to buy. They are reading reviews more than ever. 63% of buyers are more likely to make a purchase from online store which provides online reviews. So they don’t have to search for the products reviews somewhere else.

Related products

Do you want to increase sales? Show your customers related products – products that other people have bought together or things that just look great together.

Easy mobile buying process

Mobile traffic accounted for 50 % of visits in the last holiday season. Smartphones are becoming the most powerful tool when searching for a product. On the other hand the number of shopping cart abandonments is much higher while using a phone. How is that possible? Maybe there are more buyers who are searching on their mobile phones. Or maybe the whole buying process is not as highly optimized to smartphones as it should be.

Great customer experience

By 2020 customer experience will overtake price and product as the key brand differentiator. 86% of buyers are willing to pay more for a better customer experience.  Customer experience is important. It improves customer satisfaction, reduce customer churn and increase loyalty and sales.

6 Tips to Reduce Shopping Cart Abandonment

Almost 70 % of online shoppers don’t complete their purchase. The number of cart abandonments is increasing and becoming one of the most serious problems for online retailers. There are many reasons why people don’t complete their purchasing journey. We will discuss the reasons and give you tips how to encourage your customers to buy before leaving your online store.

The top 3 reasons why customers don’t complete their purchase are “extra costs”, “the site wanted me to create an account” or “too complicated checkout process”. There are many other reasons why customers are not satisfied with the buying process and leave your website before buying. Here are some tips how to reduce the shopping cart abandonment.

Keep the shopping cart visible

20 % of buyers who don’t complete the buying process want to save their items in a shopping cart for future consideration.  The best option is to place a shopping cart icon in the corner of your website.


Scarcity will encourage your customers to buy now. A great example how to show your customers that they have a last chance to buy a product is to show how many products are remaining. If they see there is a last unit of a product, they won’t waste time and will buy it faster.

Offer free shipping

44 % of buyers who abandon their shopping carts do it because of extra costs like shipping costs or return shipping costs. Offering free shipping is a way how to stand out from your competitors and encourage your customer to buy from your online store.

Easy guest checkout

Don’t ask your customers for creating an account before the checkout. It will slow down the process. It is better to ask them in the end when they already have completed their purchase.

Use exit-intent popups

Exit-Intent Popups appear when a customer is about to leave your page or shopping cart. You can stop him from abandoning his cart by providing more information about his purchase or offering a deal so they won’t leave your page. For example: “Don’t go, get 10 % off if…


Buyers have many questions when buying a product. They usually aren’t 100% sure about a purchase. Use a live chat to help them with their purchase completion.

Karolína Alvaradová – creates a perfect return process at Retino

Top eCommerce Trends that are dominating in 2017

Staying updated with trends in eCommerce is the only way to stay ahead of your competitors. The most dominating trends in 2017 are discussed below.

Mobile optimization

There are 2.3 billion smartphone users in the world. As phones become more powerful and frequent people are buying on their phones more than ever. By the end of 2017 smartphones will cause the most traffic for eCommerce websites. Every successful e-shop should allow their customers to browse on their webpage on mobile phone with ease.

Same day delivery

The expectations of buyers have dramatically changed within the last years. 86% of buyers are willing to pay more for a better customer experience and by 2020 customer experience will overtake price and product as the key brand differentiator. Customers love the idea of receiving their purchase immediately and hate waiting. Offering your customers same day delivery will fulfill your customers needs.

Free return shipping

Customer service have become very important to buyers and they look for e-shops that provide perfect return policy. 92% of buyers said that they will buy something again if product return process is easy and 79% of consumers want free return shipping. Consumers who paid for return shipping decreased their purchases by 75 to 100 % within a two-year period.

Social selling

People rely on social media. Nearly 50 % of buyers said that reading comments and feedback on social media influences their shopping decision. If you want to be visible in the upcoming years you should definitely be active on your social network page.


As people are overloaded with information, they become frustrated when website content doesn’t meet their expectations. They want a web journey that is tailored to their tastes so they would save time and find everything easily. Personalized content can directly target your customers and helps them to find what they really want.

Karolína Alvaradová – creates a perfect return process at Retino

The Importance of Online Reviews

Every company needs an outside view. You can communicate customer satisfaction with a purchase through an email. But more often you are going to identify the purchase experience through online reviews. And you should be prepared that other buyers will read them as well. Online reviews have become very popular among buyers.

According to recent studies:

  • 91% of customers occasionally read online reviews
  • 84% of customers believe them as personal recommendations
  • 68% of customers form an opinion about your e-shop after reading 1-6 reviews

Receiving public reviews can make you feel uncomfortable but you need them. Here’s why online reviews are crucial to your business:

Positive reviews increase sales. A well-written online review from a satisfied customer is priceless. It can eliminate any doubts that a new customer may have about an e-shop or product. New customers rather buy a product somewhere where it’s well-rated.

You will understand your customers better. With a feedback from your customer you will be able to identify what’s really important.

Raise awareness of your e-shop. Online reviews can be a great part of your marketing strategy.

They give your customers chance to speak, they build a stronger relationship and increase their loyalty. Only few customers will give you a feedback. Other customers just leave your e-shop. You should go through all reviews and try to make innovations based on them.

Online reviews – an incentive for other customers to write a review. New researches done by psychologists show that so-called crowd behavior is also reflected in the online world. Customers are more likely to write an online review if there are more reviews about your e-shop.

Nowadays, tracking online reviews is not enough. You should respond to every review that occurs to show your customers that you care. The positive thing about online reviews is, that not every negative online review is a bad thing and is going to harm your company. You should turn it into your advantage – respond to every online review and try to do the best to improve your services.

Karolína Alvaradová – creates a perfect return process at Retino