How does Bonpoint reduce its product return rate?

How does Bonpoint reduce its product return rate?

In France, 45% of consumers returned a product purchased online in 2018 (source: statista). That's one out of two buyers! This proportion is certainly a reflection of a free return policy that has become widely democratised, but it should not make us forget what it hides: many disappointments.

Quality content to maximise customer experience 

Returning a purchased product has become free and an integral part of the customer service provided by companies. In the customer journey, disappointment following a purchase is exactly what the merchant should be trying to avoid - their reputation and customer loyalty are at stake.

Although returning a product is now a perfectly democratised practice, it nonetheless entails considerable costs.

Extending the conditions of return to facilitate exchange is a commendable step, but the merchant must above all ensure that the product received corresponds in every respect to the customer's expectations. This means providing visitors to your sites with accurate and exhaustive product information . By providing as much information as possible, you can anticipate the questions asked to the support service and maximise the chances of satisfaction when the order is received. 

Reduce your product return rate with quality information like Bonpoint

Since its creation in Paris in 1975, Bonpoint has been the only French fashion house dedicated to children. Particular attention is paid to the details that give Bonpoint clothing its unique signature. The brand is present in 29 countries and through 115 points of sale.

Bonpoint has implemented Product Information Management (PIM) to optimise the digital management of its product information in over 44 languages and :

  • Manage the workload related to e-commerce activity peaks (seasonal and capsule collections, catalogues, etc.).
  • Organise collaboration on the product repository using a business workflow.
  • Boost online and in-store sales.
  • Reduce return rates.

Streamline team interaction and the sharing of a single repository within a PIM has reduced redundant day-to-day tasks, allowing more time to be spent on the relevance and real-time updating of product content and descriptions.

Bonpoint customers find all the information they need to make a quick purchase , and return rates are greatly reduced. The quality is there!

The PIM: the key tool in the quality approach

The PIM is at the forefront of the game because it makes it much easier to provide complete and reliable information. It allows :

  • to have the teams collaborate with each other to enrich the product sheets,
  • of structure the sheets add illustrations of all types (photos, videos, 3D, etc.),
  • duplicate or differentiate delivery and return information by product.
  • If information is missing, it can be added to the PIM and then distributed in real time to all communication and sales channels.

The various stakeholders can thus participate in the elaboration of comprehensive and reliable records in a spirit of continuous improvement.

Not only does this reduce returns and maximise satisfaction, but it also reduces the number of (often repetitive) questions to the customer service department. The PIM is therefore an operational tool that is useful on a daily basis, but also a strategic tool to support the company's quality approach.


Companies can no longer do without accurate product information for customers. Product returns lead to significant costs and have an impact on customer satisfaction. The PIM is the tool that accompanies this quality approach while greatly limiting the costs of product returns, which every company would gladly do without. If having quality product information is central, articulating it within an effective omnichannel strategy is the best way to maximise your sales. 

Find out how to boost your omnichannel strategy with PIM in our white paper. 


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Content & Community Manager

After working for 8 years in the customer services department of international groups, Hawa turned to Copywriting and Content Management. She has written for companies in the tech, digital training and fashion sectors.