How Product Descriptions Can Help Prevent Disputes

Sydney VaccaroEcommerceLeave a Comment

How Product Descriptions can Help Prevent Disputes
Ecommerce merchants need to put energy into their product descriptions to prevent dispute and returns.

Ecommerce is amazing for many reasons. It connects customers and merchants from all over the world. It allows the customer to look at all the possible options for a product. Shoppers never have to leave the comfort of their home. The one thing ecommerce shopping does not have is the ability to touch and physically see the product. This is where some problems come in.

The ‘Goods or Services Not as Described’ Disputes

Reason codes are provided in a dispute notification as a means of explaining the cause for the dispute. Reason codes are created by the major card networks: American Express, Discover, MasterCard, and Visa. Each card network has a reason code for when a customer receives goods or services that were not as described:

Network

Reason Code and Description

Transaction Modifier

American Express

C31 - Good or Services Not as Described

Discover

RM - Customer Disputes the Quality of Goods or Services

Mastercard

4853 - Cardholder Dispute

Not as Described or Defective

Visa

13.3 - Not as Described or Defective Merchandise/Service  

It is important to prevent these disputes from happening and to make sure you have the correct compelling evidence available when they do. The way to do this is through really great product descriptions, pictures, and videos.

Why You Should Care About Product Descriptions?

Killer product descriptions help in multiple ways. It should be a top priority for ecommerce merchants. Not only for physical goods, but it is just as important for travel and digital goods merchants to fully describe their products.

Preventing Disputes

When a customer makes a purchase online they have never touched, held, tried on, or truly even seen the product until after they have made the purchase. If there was not proper product description and/or pictures the customer could be very disappointed when they receive the product.

Let’s put ourselves in the customer's shoes for a moment. You purchased a television stand online. You didn’t notice the product description lacked dimensions because from the pictures and everything else looked great. When you receive the stand and start to assemble it you see that it is way smaller than you thought. You realize the TV in the product pictures must have been half the size of your TV. You check the merchants return policy to send the product back, but you would have to pay for the shipping to return it, plus a restocking fee. So you decide to just dispute the charge instead of dealing with that hassle.

If the merchant selling the television stand had the dimensions of the product or photography that showed the scale better it could have prevented this confusion and the dispute from ever happening.

Selling Point

Creating a really great product description can be one of the reasons the customer decides to press the purchase button. For example, the NYC Marriott Hotel sets the scene for possible bookers. Their product description starts:

There is no city quite like New York City, and no hotel quite like New York Marriott Marquis. Set in the heart of Times Square on West 46th Street and Broadway, our iconic Manhattan hotel lets you experience all the magic of NYC from the moment you arrive. Feel the energy all around you, both within the hotel and as soon as you step outside.”

This product description makes you want to book. Where a bland and undetailed product description could have just started:

“Located in Times Square on West 46th Street and Broadway.”

That being said, it is important to not get carried away and to remain as truthful and accurate as possible when describing a product.

Preventing Returns

Returns can be a pain, especially for ecommerce merchants. Returns can cause increased supply chain cost and the loss of merchandise due to wear or obsoleteness. By creating accurate and thorough product descriptions it can help customers find their right size, know if they will actually like the product, and overall prevent returns.

Credibility

One way to win over the trust of a first-time purchaser is through great product descriptions and pictures. Make them feel like the are as close to seeing the product in person as possible. Then customer will know what to expect when the product arrives.

Ecommerce is amazing for many reasons. It connects customers and merchants from all over the world. It allows the customer to look at all the possible options for a product. Shoppers never have to leave the comfort of their home. The one thing ecommerce shopping does not have is the ability to touch and physically see the product. This is where some problems come in.

The ‘Goods or Services Not as Described’ Disputes

Reason codes are provided in a dispute notification as a means of explaining the cause for the dispute. Reason codes are created by the major card networks: American Express, Discover, MasterCard, and Visa. Each card network has a reason code for when a customer receives goods or services that were not as described:

Network

Reason Code and Description

Transaction Modifier

American Express

C31 - Good or Services Not as Described

 

Discover

RM - Customer Disputes the Quality of Goods or Services

 

Mastercard

4853 - Cardholder Dispute

Not as Described or Defective

Visa

13.3 - Not as Described or Defective Merchandise/Service  

 

 

It is important to prevent these disputes from happening and to make sure you have the correct compelling evidence available when they do. The way to do this is through really great product descriptions, pictures, and videos.

Why You Should Care About Product Descriptions?

Killer product descriptions help in multiple ways. It should be a top priority for ecommerce merchants. Not only for physical goods, but it is just as important for travel and digital goods merchants to fully describe their products.

Preventing Disputes

When a customer makes a purchase online they have never touched, held, tried on, or truly even seen the product until after they have made the purchase. If there was not proper product description and/or pictures the customer could be very disappointed when they receive the product.

 

Let’s put ourselves in the customer's shoes for a moment. You purchased a television stand online. You didn’t notice the product description lacked dimensions because from the pictures and everything else looked great. When you receive the stand and start to assemble it you see that it is way smaller than you thought. You realize the TV in the product pictures must have been half the size of your TV. You check the merchants return policy to send the product back, but you would have to pay for the shipping to return it, plus a restocking fee. So you decide to just dispute the charge instead of dealing with that hassle.

 

If the merchant selling the television stand had the dimensions of the product or photography that showed the scale better it could have prevented this confusion and the dispute from ever happening.

Selling Point

Creating a really great product description can be one of the reasons the customer decides to press the purchase button. For example, the NYC Marriott Hotel sets the scene for possible bookers. Their product description starts:

There is no city quite like New York City, and no hotel quite like New York Marriott Marquis. Set in the heart of Times Square on West 46th Street and Broadway, our iconic Manhattan hotel lets you experience all the magic of NYC from the moment you arrive. Feel the energy all around you, both within the hotel and as soon as you step outside.”

This product description makes you want to book. Where a bland and undetailed product description could have just started:

“Located in Times Square on West 46th Street and Broadway.”

That being said, it is important to not get carried away and to remain as truthful and accurate as possible when describing a product.

Preventing Returns

Returns can be a pain, especially for ecommerce merchants. Returns can cause increased supply chain cost and the loss of merchandise due to wear or obsoleteness. By creating accurate and thorough product descriptions it can help customers find their right size, know if they will actually like the product, and overall prevent returns.

Credibility

One way to win over the trust of a first-time purchaser is through great product descriptions and pictures. Make them feel like the are as close to seeing the product in person as possible. Then customer will know what to expect when the product arrives.



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