With the holidays now behind us, 'tis the season for consumers to spend more time returning their ill-fitting purchases than making new ones.

The numbers tell the story: The average return rate for 2024 was 16.9%, with online purchases seeing even higher return rates at around 20%. When you factor in all the costs, returns can feel like watching your holiday revenue walk back out the door.

But while returns may feel like a "necessary evil" in the world of retail, it's not all negative.

In fact, part of the beauty of gifting season is that your current customers can introduce your brand to potential new customers! And with the right clienteling strategy, you can turn many of those returns into exchanges, build stronger relationships, and set yourself up for success in the new year.

Here are five ways to make the most of returns season with clienteling.

The best return is the one that never happens. And this is where clienteling shines before a customer even hits "purchase."

Consider this: 65% of online shoppers return items because they didn't fit. That's not a product problem, it's a guidance problem. When customers shop online, they're missing the in-person experience of trying things on, asking questions, and getting expert advice.

Ways to help customers buy with confidence:

• Sales-focused live chat: Turn live chat into a sales channel! Team members can see what customers are browsing and offer real-time sizing advice based on purchase history.
• Direct text access to store associates: Let customers text questions to knowledgeable staff who can provide personalized recommendations.
• User-generated content and reviews: Authentic photos and fit feedback from real customers help shoppers make better decisions.
• Detailed product information: Include comprehensive size guides, fabric details, and styling suggestions.

Here's a clienteling strategy that most retailers miss entirely: the proactive check-in.

One to two weeks after a purchase, have your team reach out with a simple check-in message, asking them how they're enjoying their product so far.

This does two powerful things. First, it catches potential issues early. If something doesn't fit quite right or they're on the fence, you can jump in and offer an exchange before they've mentally committed to a return. Second, it shows you care about more than just the sale. You're building a relationship.

And here's the magic: many customers who were planning to return will choose to exchange instead when someone personally helps them find the right alternative. You're not losing the sale, you're just redirecting it.

Example message:

"Hey Maria! How's that leather jacket working out? I've been styling mine with oversized scarves lately and getting so many compliments. If the fit isn't quite right or you need a different size, just let me know. I'm happy to help you find the perfect piece!"

Dive Deeper: The 2-2-2 Follow Up Strategy: Turn BFCM Shoppers into Year-Round Customers

The reality is this: when a customer returns something, you lose that revenue. But when they exchange it? You keep the sale, and often they spend even more.

Since 65% of returns are due to fit issues, most returns should actually be exchanges. The problem is that many retailers make exchanges feel like just as much hassle as a return. Don't do that.

Most customers are buying online, but that doesn't mean they want to ship returns back. That's where BORIS (Buy Online, Return In-Store) becomes your secret weapon.

Encouraging customers to return items in-store isn't just free for both of you, it's also a massive sales opportunity. In fact, 49% of customers who visit a store to pick up or return an item end up purchasing additional unplanned items.

How to market BORIS effectively:

Emphasize convenience (no packing, no shipping labels, no waiting), highlight sustainability for eco-conscious customers, and provide reassurance that in-store returns give immediate confirmation.

Make the in-store experience great:

Keep it efficient. If your checkout line gets long, designate a separate area for returns. Make it enjoyable. If your POS system takes a while to process returns, take the item, encourage customers to browse, and let them know you'll find them when it's ready.

And here's where clienteling takes it to the next level: When you see a return initiated online, have a store associate reach out personally. "Hey! I saw you're planning to return that jacket. I'd love to help you when you come in. I have a few other styles I think you'd really like. When are you thinking of stopping by?"

That personal touch turns a return into a relationship-building moment.

Returns don't have to be the end of the story. In fact, they can be the beginning of a much stronger customer relationship if you handle them right.

Here's what most retailers miss: 67% of consumers say a negative return experience would discourage them from shopping with a retailer again. Flip that around, and it means a positive return experience can actually increase loyalty.

Returns season is never going to be without challenges. The logistics are real, the costs add up, and it requires careful planning and execution. But with the right approach and the right tools, you can turn what feels like lost revenue into an opportunity to build loyalty, drive exchanges, and grow your customer base.

The secret? Clienteling. Personal outreach, proactive check-ins, helpful guidance, and relationship-building at every step. When you treat returns as relationship moments instead of just operational headaches, you'll come out of January stronger than you went in.