Edgy apparel retailer Dolls Kill is on a mission to turn every outfit into a fully formed experience. The brand’s “your style, your rules” ethos resonates with shoppers who want complete control over the story told by their clothing.
Yet, even the trendiest of brands has to deal with the logistical realities of issuing refunds and processing returns. In developing its refund and return policies, Dolls Kill has identified and implemented innovative options that allow the retailer to control costs while still providing an exceptional customer experience.
Dolls Kill incentivizes desired behavior by offering free return shipping, but only for U.S. customers who opt to receive store credit for their returns. Dolls Kill may not have the deep pockets of retail giants like DSW and Lululemon, but by encouraging shoppers to accept refunds as store credit, the brand is able to reduce the financial burden associated with returns processing, minimize credit card chargeback fees, and increase customer retention.
Buyers can still request a refund to their original form of payment, but incur a return shipping fee for doing so. International customers are not eligible to take advantage of this offer and receive all refunds in the form of store credit, minus applicable shipping fees.
Dolls Kill further manages costs by placing limits on the items that can be returned. Like many apparel retailers, Dolls Kill does not allow for the return of:
Dolls Kill also actively flags accounts suspected of violating its returns policy and does not allow returns from them, minimizing the costs associated with fraudulent returns.
Dolls Kill allows customers to process returns online, using Narvar’s return solution.
Customers who are local to the brand’s brick and mortar stores can return items that were purchased online or in-store to its physical location.
Dolls Kill’s 30-day return window is standard among omnichannel retailers, and is also perceived by many consumers as an acceptable length of time to make a return.
When it comes to refund timing, Dolls Kill scores ‘above standard’ in our return policy rubric (found in our 2021 Returns Benchmarks Report) for issuing refunds within 7 days of receiving returned items.
Dolls Kill clearly links to its return policy page from its footer, as is a ‘standard’ practice according to our rubric.
And although the retailer does not link to its return policy from its individual product description pages (PDPs)—a practice that would earn it an ‘Above Standard’ rating—it does include helpful sizing information on these pages. Displaying this information above the fold on its PDPs likely helps Dolls Kill minimize unnecessary returns.
Since Dolls Kill gives customers the ability to define themselves on their own terms, it’s only natural that the company’s return and refund policies would extend this same sense of control to its reverse logistics process.
As a senior content manager at Narvar, Michelle has a finger on the pulse of the ecommerce industry. She's spent close to a decade helping online retailers make sense of their post-purchase processes.