The majority of UK shoppers support return limits if it means helping to protect free returns for everyone, according to a new report. It found that 86% say such policies are reasonable when explained. It comes after recent backlash against ASOS’s fair use limits when it closed the accounts of customers it deemed to be serial returners for abusing its fair use policy.
The research, from The Harris Poll UK, found that three-quarters (75%) believe that such fair use policies protect the majority from being charged for returns. Only 4% consider them unreasonable.
However, awareness of fair use policies could be higher, with only just over half (53%) already aware of such limits. Awareness is higher amongst younger consumers, rising to 63% of under 35s.
In the case of ASOS, it says its Fair Use Policy exists to ensure it can continue offering free returns to the vast majority of its customers. “For the small group of customers who consistently take actions that make providing them with free returns unsustainable, we deduct and retain £3.95 per returned parcel from their refund to help cover the cost of getting the goods back to us,” the company says on its website.
To calculate whether such a deduction will be made from future refunds, ASOS applies an “objective formula” based on shopping behaviour, taking into account whether shoppers have made particularly excessive returns well beyond the average ASOS customer’s returns, as well as the number and value of orders made by the individual. However, customers are still eligible for free returns if they fall into the group and keep £40 or more of any order and are a non-premier customer; or if they are a premier customer they must keep £15 or more of any order.
If the £3.95 deduction will apply to future orders and refunds for returns, ASOS sends customers an initial e-mail notification as well as a message at the checkout and on returns pages, reminding customers how much of the order they need to keep to avoid having £3.95 deducted from their refund.
A third of consumers regularly return clothing
Three-quarters (75%) of consumers expect free returns, rising to 83% of under-35s. One-third of consumers “fairly” or “very often” return some or all of their clothing purchases. Once again this is higher for younger consumers, with nearly half (49%) of under-35s regularly returning.
Nearly one in five (18%) of all adults, and more than a third (37%) of under-35s, admit to wardrobing, where they fraudulent return goods by wearing clothing with the tags still attached and returning it afterwards.
Bracketing is also common as consumers shop for style and best fit. 60% have bought two sizes of the same item to ensure they can find the best fit for their body shape while 54% purchase multiple outfits for choice for an occasion.
The study found that consumers believe a fair limit is around 15–17 returns per year, or about 1.5 a month. Only 7% expect to be able to return 50 times or more a year without restrictions being put in place.
Steve Brockway, chief research officer, The Harris Poll UK, said: “This isn’t about taking something away – it’s about protecting what customers value most. Our research shows that shoppers are reasonable when they understand the ‘why’.”
“The real risk to retailers isn’t the policy itself, it’s failing to communicate it in a way that feels fair, transparent and how it benefits or protects customers. It’s imperative that retailers don’t rely on operations teams to solely own the communication of fair use policies as your reputation is at stake.”
He suggests four key ways to keep consumers onside when implementing returns limits. These include framing limits as protection, not restriction by making them about safeguarding free returns for the majority; avoiding publishing rigid caps but instead communicating limits as being far above typical return rates.
Being proactive and explaining the policy before customers encounter it in enforcement is also important. Finally, Brockway said it was important to keep it on-brand, ensuring messaging is human, empathetic and consistent with brand values.
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