6 Reasons Why You Need to Gather Customer Feedback

77% of customers read online reviews before making their purchase decision, 92% read them regularly. 88% of customers trust online reviews as much as personal recommendations and they form an opinion by reading from 1 to 6 reviews.  Customers want an online store to respond to online reviews (78% think that an e-shop which responds to reviews have a better customer care service.) Buyers are not interested in online reviews which are older than three months.

  • 88% of customers trust online reviews as much as personal recommendations
  • 77% of customers read online reviews before making their purchase decision
  • 73% of customers form an opinion by reading 1-6 reviews
  • 69% of customers are not interested in online reviews which are older than three months

Still not convinced that online reviews are extremely important? Read more. We’ve prepared 6 reasons why you should ask your customers for their feedback.

Credibility. No reviews, no revenue. Customers want to know people who have experience with buying a product in a concrete online store.  Studies show that the number of online reviews that your online store has is important – more is better. However, the reviews must be real – Only 14% of customers are unable to recognize a fake review.

You will be able to identify what’s wrong. You will never see it the same way as your customers do. Problems can be hidden and you will never find out what’s wrong if you don’t ask your customers.

You will discover who your customers are. You may think you do everything perfectly. But your customers can be interested in something completely different. You should listen to your customers and engage them in building your company’s image.

Loyal customers. Loyalty is connected to the previous point. If you engage your customers in building your image they will feel as their part and become more loyal.

More traffic to your site. More reviews, more information about your online store – easier to find you. Are you afraid of negative reviews? If you know how to respond to them and how to make it up to your customers you shouldn’t. Not every bad review will drive your customers away. Here are four important steps you should include in your respond: apologize, make it right, promise a better future and give thanks. NEVER reply with a hot had.

More reviews. It is proven that if customers see other reviews they are more likely to leave one as well.

Karolína Alvaradová – creates a perfect return process at Retino

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Trends in Online Returns

Today’s customers have high expectations for their online buying experience. They are getting choosier and every step of the shopping journey matters. Returns have become a critical factor in building customer loyalty.

  • According to Narvar’s study: 95% of shoppers say a positive return experience makes them more loyal.

Why do you need loyal customers? New customers tend to cost more to acquire and they don’t spend as much money as loyal customers. Loyal customers spread information about your store and help you with word-of-mouth. And they are also more likely to stick with you no matter what.

Retailers make returns often a hassle and drive their customers away. Here are some trends that all retailers should be aware of.

What are the key ecommerce trends in the returning process?

Possibility of returning in-store. 62% of shoppers are more likely to shop online if they see the possibility of returning in-store. Shoppers like to return items in store – Reasons? They get an immediate refund and they can buy something else while they are returning. Also, it is a second chance for a retailer – a buyer might buy something else as a refund in the same store.

Transparency. Customers want to know what is happening with returned items and their money. If you communicate with them they won’t have to worry and they will buy something soon again.

Buy, try, return. 40% of buyers bought multiple versions of an item to keep only things they liked the most. It started to be normal to order more sizes, colors with an intention to keep only favorite pieces and the rest just return. Studies however show that this is not the end of a relationship between a store and a customer and if the store turns online returns into a competitive advantage it can drive both customer loyalty and revenue.

Easy returns are the new normal and bedroom is the new fitting room. The behavior of customers has changed a lot and if you want to remain competitive, it is time to reconsider your ecommerce strategies.

Are you sure your return process is 100% effective? Let us check it out for you. For free.  ►► support@retino.io

Karolína Alvaradová – creates a perfect return process at Retino

Don’t Make These Return Policy Mistakes

Our mission is to help online stores to provide perfect return process. We checked return policies at several Czech online stores and one thing is clear – online stores are making the same mistakes.

Imagine this. A customer comes to your online store – for the first time. He wants to know everything about the purchase. What should he do, if ordered items won’t meet his expectations? Is return shipping for free? Is it possible to return items in-store? He searches the whole online store and he is already frustrated because he can’t find anything. – If he wants to find out more he must read the whole terms and conditions document. At this time he is almost sure there must be something wrong with the return process – if not, why would the online store hide the information in terms and conditions – and he leaves your webpage without buying a thing. Bad return policy belongs to the top reasons why buyers abandon their shopping carts.

Your return policy is not easy to find

If a new customer comes to your webpage, the first thing he will do after finding something interesting will be checking out your return policy. If you don’t want to make your customers mad right in the beginning don’t hide your return policy. 60% of all shoppers want to know HOW to return items back to a shop before making a purchase.

Your customers have to pay for return shipping

You are losing your customers. 80% of buyers want free and easy return process. Consumers who paid for return shipping decreased their purchases by 75 to 100% within a two-year period. Online stores usually don’t want to pay for return shipping because they think it is expensive. But is it? You should keep in mind that customer retention is practically always cheaper than customer acquisition.

Not offering a return label

“Print and fill in the return form and explain the reason for your return.” Bad. The return process should be easy. 1/3 of shoppers expect a return label in a package. Successful online stores offer return label in every package in case their customers want to return something.

Communication problems

Communication is one of the most important factors for the next purchase. One lost email = one negative review? You should know that 1-6 reviews are enough for 68% of customers to form opinion about your store.  Don’t make your customers wait too long for a response.

Are you sure your return policy is 100% effective? Let us check it out for you. For free.  ►► support@retino.io

Karolína Alvaradová – creates a perfect return process at Retino

Reasons for Shopping Cart Abandonment

What is shopping cart abandonment? It is a situation when a consumer puts something into an online shopping cart and after a while leaves a webpage without completing his purchase.

Is it a big problem for online retailers? If we look at several statistics concerning the shopping cart abandonment we see that the average abandonment rate is nearly 70 %. So yes, it is a huge problem and retailers should take actions to lower the rate.

What are the main reasons shoppers abandon their shopping carts?

Baymard Institute

Extra costs

Surprises are fine but being surprised by extra costs in the end of your shopping journey just makes you pretty mad. Unexpected costs cause the primary reason shoppers abandon their shopping carts. Customers want to know the whole price before putting an item into a shopping cart.

Solution? Show your customers how much they are going to pay right in the beginning. Transparency is valued by all customers.

Do you offer free shipping? Tell your customers. Do you offer free returns? Tell your customers. Tell your customers that they don’t have to worry about any extra costs.

“The site wanted me to create an account” and a too long checkout process 

Forcing buyers to create accounts before making a purchase is risky. They don’t want to spend years on buying an item. If the checkout process takes too long your customers are more likely to change their minds.

Solution? Make the checkout process as easy as pie. Don’t ask your buyers billion  questions and don’t force them to create an account before completing a purchase.

Returns policy wasn’t satisfactory

Again. Again. And again. It might seem that there are other reasons that make your customers change their minds about buying items online. But the truth is that bad return policy belongs to the top reasons for a shopping cart abandonment.

Solution?  Check out: Perfect Return Policy.

An important finding: Customers really do check  return policies (more than 60 % of them) and they seek for return policies which are simple and clear.

Karolína Alvaradová – creates a perfect return process at Retino


eCommerce Trends That Can Cost You Conversions

The internet is full of trends you should follow to give your online store a competitive edge. However, not all of them are as effective as they seem to be.

We’ve listed 4 eCommerce trends that can be a burden to your business if you don’t consider the pluses and minuses before implementing them.

Social sharing buttons on product pages

Your customers are able to share or like products on your webpage. Great. But are you sure that they are really going to be active? The main problem is that low social shares on product pages can create a negative social proof.

  • One study shows that removing social sharing buttons can increase by 20% in click-throughs to the “add to cart”.
Reviews sweet as cupcakes  

We wrote many articles about the importance of online reviews. Online reviews are super important – but both positive and NEGATIVE.

Customers aren’t stupid, they will get to the idea that you removed negative reviews. Or worse – that you wrote fake reviews of yourself.

  • 95% of buyers are skeptical when an online store doesn’t have negative reviews and suspect censorship or fake reviews.
Forced account creation at checkout

You want to collect as much information as possible about your customers to create a better shopping experience. Ok. But be aware that forced registrations belong to major causes of cart abandonment.

Live chat that does not answer

Live chat is a great tool. An emarketer.com survey shows that 63% of buyers are more likely to return to a website that offers live chat. But if you do it badly, it’s worse than not offering it. Customers expect to be able to talk to you right away. If you don’t respond to your customer immediately, it will ruin the whole shopping experience.

Not all trends are bad. You should track new trends. But always consider the impact that can have on your business.

Karolína Alvaradová – creates a perfect return process at Retino

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 – Ventishop.cz?

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