British consumers welcome a tougher approach by online fashion leader ASOS on so-called ‘serial returners’ who repeatedly return large quantities of goods ordered, according to a nationwide survey by delivery firm Whistl.
In April, 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.
Two months later, UK-wide research by Whistl has found that the majority of consumers (76%) welcome the changes, although they are 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. Interestingly, Argos shoppers are the most negative with 19% against the changes.
The survey found that those in favour of the policy changes think others are being dishonest and negatively impacting on everyone else by making items second-hand and pushing prices up.
On the other hand, the respondents against the policy think it is against the principle of being able to buy and return, and they worry that genuine customers might be unfairly penalised, Whistl explained.
Perhaps surprisingly, the research established that people who are classified as serial returners were predominately in favour of the changes. A high 79% of those who bought an item with the intention to return it backed the crackdown.
There was also strong support for the ASOS approach from other kinds of shoppers. This included 77% of those who kept an unwanted item as it was too much trouble to return, and 71% of those who used a ‘try before you buy’ service.
In addition, two thirds (67%) of shoppers who bought several colours and sizes with the intention to return, and 66% of those who bought more items than required to avoid a delivery charge, were also in favour of the ASOS approach.
Melanie Darvall, Marketing and Communications Director at Whistl, 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,” she predicted.
