In April 2019, retail giant ASOS announced that it is to crack down on serial returners with a change to its returns policy. The main changes are to close accounts of those consumers who are suspected of wear and return activity or ordering and returning an excessive volume of items.
UK wide research by the Whistl Group has found that the majority of consumers (76%) welcome the changes, but the policy is less popular with younger (63%) and less affluent shoppers (66%).
Overall, only 8% of consumers disagree with the changes but this increases to 16% when related to ASOS shoppers. Argos shoppers habour the most negative sentiment with 19% against the changes.
The respondents against the policy think it is against the principle of being able to buy and return and worry genuine customers might be unfairly penalised.
Interestingly, the research established that people who are classified as serial returners were predominately in favour of the changes:
| % in favour | |
|---|---|
| 79% | Bought an item with the intention to return it |
| 77% | Kept an unwanted item as it was too much trouble to return |
| 71% | Used a ‘try before you buy’ service |
| 67% | Bought several colours and sizes with intention to return |
| 66% | Bought more items than required to avoid a delivery charge |
Melanie Darvall, Marketing and Communications Director at the Whistl Group, said:
“Although the changes brought in by ASOS created a lot of debate at the time, our research indicates that the changes are widely welcomed, even by those who are considered to be serial returners.
“It’s a good lesson for retailers when looking at developing their return policies for online purchases. If explained well and seen as reasonable, the general public will welcome them, no matter how controversial they may first appear.”
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