Preventing Returns: How Retailers Can Tackle Bracketing and Fit Issues

Bracketing occurs when consumers order multiple sizes or versions of a product for trial purposes, then return unwanted items. This behavior is most prevalent in apparel and footwear, particularly among first-time customers -- and it's costing retailers billions.

What Is Bracketing and How Does It Affect Retailers?

Research indicates that 75% of consumers say that sizes are inconsistent between brands. Additionally, a Bold Metrics survey found that 94% of customers consider figuring out their size online to be frustrating. Rather than measuring themselves, most shoppers prefer ordering various sizes and returning poor fits.

Proactive Sizing Guidance to Prevent Returns

AI-powered solutions address the root cause -- size uncertainty. Bold Metrics' approach involves collecting measurements (age, height, weight) to create a digital profile that recommends optimal sizing and fit predictions. This methodology achieves an 88% completion rate for the digital twin information.

How You Can Recover Revenue When Bracketing Happens

Despite prevention efforts, some bracketing returns are inevitable. Retailers should implement personalized returns experiences to recover as much revenue as possible:

• Exchange encouragement -- guide customers toward alternative sizes or products
• Store credit incentives -- e.g., $5 vouchers for credit selection over refunds
• Alternative product suggestions -- recommend items that may better suit the customer
• Targeted campaigns -- encourage additional purchases during the returns flow

Balancing Charging for Returns and the Customer Experience

Returns policies significantly influence purchasing decisions, especially for first-time buyers. Survey data revealed that only 28% of retailers currently charge for returns, while 20% are considering implementation.

Charging can deter bracketing behavior but risks customer satisfaction. A balanced approach involves nuanced rules: offering free returns to first-time customers and loyalty members while charging serial returners. This strategy reduces problematic returns while maintaining positive brand relationships.

From Purchase to Return: Building Lasting Relationships

Sustainable customer relationships require attention at every stage:

Even advanced sizing technology cannot eliminate all returns, making excellent returns management essential for minimizing revenue loss and building loyalty. The key is combining prevention with recovery strategies.