What Should I Include in My Refund Policy?

Businesses in England and Wales must respect the rights of consumers who receive goods and services from them. One key right that consumers have is the power to seek a refund for an order that was delivered incorrectly. For that reason, it is important for business owners to implement an effective refund policy. By doing so, you will avoid the legal pitfalls that can occur if you do not respect your customers’ consumer rights. Additionally, a good refund policy can also act as a marketing tool and can help you improve customer satisfaction. This article will explain what you need to include in your refund policy and why your business needs one. 

What is a Refund Policy and Why Should I Have One?

Refund policies are the rules retailers put in place to manage their refund and return operations. You do not need a refund policy under the law. Nevertheless, it is a good idea to have one in place to help your organisation stay in line with consumer protection regulations. 

Refund policies will generally set out the terms for when customers can and cannot get their original payment back from the goods you have sold them.

Importance of a Consumer-oriented Refunds Policy

According to Invesp, 67% of consumers check a businesses refunds policy before purchasing an item. For that reason, if you have a customer-orientated refunds policy in place, it is likely you will be able to make a sale. 

Additionally, a consumer-oriented refunds policy can act as a good marketing tool. This is because many customers will not want to do business with you if you do not have a good refund policy. 

The art of writing a good refund policy is to ensure your business clearly states the occasions when a customer can seek a refund and how they can go about obtaining a refund. Moreover, as much as having a good refund policy can help you comply with consumer protection regulations, it can also improve your customers’ satisfaction and help you get more business. 

Do I Need a Refund Policy? 

Not having a refund policy in place can mean that your business can seriously struggle to get more sales. Indeed, having a refund policy is now becoming a staple for most online businesses. 

Many businesses that offer services or goods to customers can implement a refunds policy. For example, you may want to think about implementing a refund policy if you are: 

• an e-commerce business;
• a food or restaurant owner; 
• a media streaming provider; 
• a parcel logistics operator;
• a clothing shop; or
• a travel and tourism business.

What Should I Include in My Refund Policy?

The most important thing to remember when drafting your refund policy is to ensure it is clear and easy to understand. Misleading refund policies and those that do not direct customers on how to quickly submit a refund request can turn customers away from wanting to buy goods from your shop. 

Invesp also reports that 58% of customers would prefer a no-hassle, easy to use refunds process that allows customers to be efficiently refunded for their purchases. Therefore, when drafting your returns policy, there are several things you ought to include to help you improve the satisfaction of your customers and make their shopping experience more enjoyable. 

Identify Refundable Items

Your returns policy should clearly identify what items you are willing to refund. Providing examples of what your customers can return and receive refunds for helps give them greater clarity on your policy. Additionally, providing examples can help them decide on whether to shop with you or not. 

You may also want to add provisions on exchanging items to your refund policy, for example, if you deal in the clothing business. Exchange policies help customers who buy the wrong size or colour of an item rectify that mistake and swap that wrong item for the correct one. They can also help you retain the full cost of the item without offering a refund. 

Identify Non-refundable Items

Identifying non-refundable items is especially important if you are dealing in what is known as ‘final sale’ products. These goods cannot be refunded or used again after a customer has bought them. 

By plainly establishing what products are non-refundable on both your refund policy and perhaps on each product description, you will be able to manage your customer’s expectations better. 

When Can a Customer Qualify for a Refund?

Perhaps the most essential part of your refund policy is identifying the circumstances where someone can claim a refund from you. For example, consumers will usually qualify for a refund if an item they have bought: 

• is faulty or damaged;
• differs from the original description presented to them;
• is not fit for purpose; 
• is delivered late; or 
• is unsafe.

Length of Refund Time 

It is also important to disclose reasonable time limits after which a customer can no longer reasonably make a refund request. These limits should not stop the customer from fairly claiming a refund after making a purchase. For example, you could extend your refund period to either 30, 60, 90 or 120 days after the purchase date.  

How to Apply for a Refund 

Your refund policy must set out your refund process and how a customer can initiate that procedure. That means if your refund process happens online, it is advisable to include links to direct customers to this site, with a step-by-step guide on how to initiate a refund claim or provide them with phone numbers or email addresses on where they can claim a refund. 

Your policy should also detail how a customer can deliver those goods back to you, whether that means dropping the items off in-store or sending them back to you via post. You should also outline how they should expect to receive their refund. 

Other Consumer Benefits

As a return policy can sometimes act as a marketing tool, businesses sometimes add a few customer benefits to their policies to help them draw more customers into buying new products on their site. 

Two common benefits are money-back guarantees and free shipping on any return order. Money-back consumer guarantees provide great benefits to customers who simply want to return an item if they are unsatisfied. Likewise, free shipping policies further give consumers the comfort that they can make free returns without being excessively charged. 

Key Takeaways 

Having a customer-focused returns policy is not just a way for businesses to abide by consumer protection laws. They also can improve business’ marketing strategies too. In your refund policy, you should: 

• state what items your business will refund and exchange;
• state what items are non-refundable;
• outline the circumstances when a customer can claim a refund;
• detail how long they have to make that refund; and
• outline how to claim a refund.

It is advisable to get a lawyer’s advice when drafting a product returns policy. If you need advice on how your business can stay compliant with consumer protection regulations, our experienced e-commerce lawyers can assist as part of our LegalVision membership. For a low monthly fee, you will have unlimited access to lawyers to answer your questions and draft and review your documents. Call us today on 0808 196 8584 or visit our membership page.

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