Bracketing is a growing trend in e-commerce, particularly in the fashion industry. It involves customers ordering multiple sizes or variations of an item with the intention of returning those that do not fit. While this practice helps customers find the perfect fit, it poses challenges for e-commerce businesses, such as increased return rates and logistical complexities. However, it also offers an opportunity for fashion brands to enhance customer satisfaction and loyalty by addressing these challenges effectively with Try with Mirra’s home try-on service.
The Rationale Behind Bracketing
Customers engage in bracketing to avoid the inconvenience of receiving an ill-fitting product and having to return it for a replacement. By ordering multiple sizes in one go, they can try on different options at home and return what doesn’t work. This simplifies the shopping experience, reduces dissatisfaction, and ensures they find the best fit without multiple orders and returns. However, this process can be challenging due to large upfront payments and inflexible return and exchange policies. Try with Mirra eliminates these challenges, streamlining the process for both brands and customers.
The Role of Try with Mirra in Streamlining Bracketing
Try with Mirra offers an innovative solution that optimizes the bracketing process for both consumers and e-commerce fashion brands.
Seamless Try-Before-You-Buy Experience
Try with Mirra allows customers to select multiple sizes or variations of an item and try them on at home before committing to a purchase. This service ensures that customers can find the perfect fit and style without the upfront financial commitment of purchasing multiple items.
The Impact on E-Commerce Businesses
While bracketing can improve customer satisfaction, it also presents several challenges for e-commerce businesses:
Increased Return and Exchange Rates
Bracketing inevitably leads to higher return rates, straining a company’s return and logistics processes. Efficiently managing returns becomes crucial to maintaining a seamless customer experience.
Solution: Try with Mirra streamlines the return process by offering a home try-on trial with no upfront payments. This frictionless checkout experience, featuring a $0 total at checkout, makes customers feel they are receiving exceptional service. The total amount for the items is authorized and held to ensure a seamless charge if they decide to keep any or all of the items. Items are typically returned within an average of four days, ensuring they are quickly processed and restocked. A restocking fee, usually $10, is charged if all items are returned to cover any cost for the brand. Brands can also use analytics from Try with Mirra to gain valuable data on returned styles and reasons, aiding future planning.
Operational Costs
Handling and processing returns involve additional operational costs, including shipping, restocking, and potential losses if returned items are no longer in sellable condition.
Solution: By authorizing and holding the total amount of the items in the cart, Try with Mirra mitigates the financial risk for both customers and brands. Customers only get charged for the items they decide to keep, which encourages more to use the service. This authorization also allows brands to charge for items not returned or damaged, avoiding any risk of loss.
Improved Customer Satisfaction
With Try with Mirra, customers enjoy a hassle-free shopping experience that aligns with their desire for convenience and confidence in their purchases. This approach enhances customer satisfaction and loyalty, as they feel valued and catered to. When customers try more, they are more likely to buy more, leading to substantial increases in the average order value for brands. Additionally, new customers are more likely to try items risk-free, boosting new customer acquisition.
Inventory Management
Bracketing can complicate inventory management, as businesses need to account for the likelihood of returns and ensure sufficient stock to fulfill new orders without overstocking.
Solution: Try with Mirra’s system helps brands employ key automation to ensure each step of the customer’s journey—from order placement to completion—integrates smoothly with existing workflows. Brands can also use analytics from Try with Mirra to gain valuable data on returned styles and reasons, aiding future planning. This leads to better inventory control and reduces the risk of overstocking or stockouts.
Conclusion
Bracketing is a significant trend in e-commerce fashion that presents both challenges and opportunities for brands. By understanding the rationale behind this practice and adopting innovative solutions like Try with Mirra, fashion brands can enhance customer satisfaction, streamline their operations, and optimize inventory management. Embracing bracketing as part of a customer-first approach not only supports retention but also positions brands to thrive in the competitive e-commerce landscape.
