[IN PROGRESS] Returns - Dynamic Discount to Keep (DTK)
Offering dynamic discounts to customers feeling remorse
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Core Problem
Customers aren’t choosing discount to keep as a resolution for buyer’s remorse issues as often as we’d like, resulting in a higher cost for Wayfair and suppliers to resolve customer issues.
When diving into the potential driving factors from a customer standpoint, this may be caused by lack of insight into the meaning of a discount to keep (DTK), and the potential value it can provide over a paid return.
Objective
Increase customer awareness that accepting a discount to keep an item is a viable alternative to returning it. By offering a DTK solution, we may be able to decrease financial impact to the business and the customer.
A/B Test Options
Design created prototypes for user testing that serves up new content options.
Soft Nudge
Current State
In the Self-Service returns flow, we show DTK as an option within the Return Method step. It appears first in the list of return method options.
Hypothesis
This UI confuses customers, as they may believe this is a discount being applied in addition to whatever return method they select, resulting in more live contacts.
Educational Step
Content Principles
Avoid coercive tone
Customers should feel like the company is helping them fix the issue in a way that’s best for them, not what’s best for business. If a customer has their mind set on a return, repeatedly offering the DTK option will likely cause frustration and resistance.
Offer alternatives
Customers should feel like they have control over their solutions when we give them the power of choice. Even if they aren’t completely satisfied with keeping the item for a discount or paying for return shipping, they aren’t being limited to a single option.
