The Objective
Minnetonka Moccasin, experts in hand-crafted footwear made of deerskin and moosehide, recognized that their current returns and exchange process was not an enjoyable experience for their customers. Their current process often resulted in their customers having to call Minnetonka’s call center for assistance for returns and exchanges. It was great working with Minnetonka’s eCommerce Manager, Chris McKeever, to understand their business objectives and architect a solution that would deliver the desired results.
The old exchange and return process required a customer to request a refund, wait for it to be issued, and then remember to place a new order and then pay again. The new process creates a streamlined experience for Minnetonka’s customers, letting them purchase a pair of shoes with confidence knowing the return/exchange process won’t be painful.
Goals & Strategies
- Reduce customer confusion around Refunds and Exchanges, specifically replacement product selection
- Improve customer service effectiveness and efficiency
- Collect all of the necessary information to process a Refund or Exchange during the RMA application process
- Minimize the need for a call center representative to reach back out to the customer
The Solution
Minnetonka’s “Create Return” form was overhauled into a more attractive and intuitive guided experience, allowing the customer to make specific choices about how their return was processed. Creating a live exchange flow allowed customers to seamlessly place their exchange order as part of the return process. Customers can now tell Minnetonka during the return process which products they would like to return as well as what they would like to exchange.
Understanding existing customizations on Minnetonka’s site, our team designed workflow improvements that integrated with or improved current custom features. The new return process included the issuance of free shipping codes for exchanges, the export of credit memos to Xperia via eOrd, and UPS return label printing, as well as the issuance of remaining credit after an exchange.
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Conclusion
With the improved process, significant man-hours have been shaved off the fulfillment process by leveraging Magento Commerce’s ability to track links between the original order and exchange order.