A Beginner’s Guide to Try Before You Buy

Key benefits of try before you buy for customers include:

• Added convenience
• Increased flexibility
• No wait for refund
• More immediate gratification
• Streamlined experience
• Low pressure
• Low risk

Some brands even use augmented reality (AR) or virtual reality (VR) on their sites or apps, so customers can see how certain products will look on them or in their homes. AR and VR allow virtual images to be overlaid on real-life images.

For example, one well-known direct-to-consumer eyewear brand has an app that allows customers to virtually try on glasses using their smartphone cameras. This brand also offers customers the option to order several pairs of glasses with free delivery, use a free return label to send back whichever pairs they don’t like, and pay only for the pairs they want to keep.

A popular interior design app also offers TBYB, so customers can see how certain pieces—from sofas to nightstands to works of art—will look inside their homes.

How Can Try Before You Buy Benefit My Brand?

Establishing a try-before-you-buy program is clearly a boon for customers. But it can also bring big benefits to shippers themselves:

• Reduced return rates

  Although it may seem illogical, adopting a try-before-you-buy program can decrease your number of returns. Allowing customers to try various products with ease and decide what works best for them—without the pressure of committing to a purchase—means they’re more likely to find something they like.

• Opportunity to test new products

  Offering TBYB can also help you test the success of certain products. By analyzing try-before-you-buy order and return history, you can see which items were kept most often, and which were returned. Asking customers to fill out a simple form that indicates their reason for a return can also help identify areas for improvement.

• Better brand perception

  Offering customers increased flexibility can help establish your business as a forward-thinking, customer-first brand. This can drive positive reviews and encourage organic word-of-mouth recommendations.

• Ability to attract and retain customers

  Providing TBYB can also help in acquiring new customers—people who may not have noticed your brand before but are drawn in by the ability to try items before committing. And when these customers realize the unique convenience and flexibility afforded by TBYB, they may very well become repeat customers.

• Competitive advantage

  TBYB is becoming more popular, but it’s certainly not the norm. Providing customers with options that work for their lifestyle can help your brand stand out, swaying customers to choose you over your competitors. For younger consumers in particular, the immediate gratification and added reassurance provided by TBYB can make a big difference.

How Can I Implement Try Before You Buy?

If you’re considering implementing a try-before-you-buy program, it’s important to understand how it may affect inventory management. Focus on creating a well-connected, streamlined inventory system that takes all sales channels into account. Disorganization can lead to lost sales, so careful planning is paramount.

Due to the unique challenges involved in managing TBYB inventory, many brands use third-party services to keep track of what’s actually in stock and available for try-on. If you choose to go this route, start by researching potential partners, and take the time to work through all potential risks and challenges—such as higher shipping costs, fraud concerns and more complex logistics.

Finally, ensure your entire team is on board with a TBYB program. Finance, logistics, merchandising, marketing, customer service and IT should all be aligned and well-versed in what this change will mean for their department and the company as a whole.