Many women (and men) will tell you that buying clothes and shoes online is difficult, primarily because of sizing. Zappos does well with its “free shipping both ways” policy, but the wait time to exchange an item can be frustrating.
Big etailers often fail when it comes to providing accurate sizes due to using across-the-board size charts, regardless of brand. Couple that with the fact that many brands are not consistent with sizing and you have a recipe for returns.
J.C. Penney uses generic size charts for many of the brands it carries. This can lead to dissatisfaction and increase returns.
A flexible return policy is nice, but what shoppers really want is accuracy. So when presenting products where exact sizing is important, be sure to include the following.
How the item was measured. An illustration is useful here.
Kohl’s provides illustrative instructions on how to measure for a proper fit.