ASOS clamps down on ‘serial returners’ with new customer policy

09/04/2019

Online retail giant Asos has changed its returns policy to tackle ‘serial returners’ threatening to investigate and “take action” if it notices any “unusual” return patterns.

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The fashion firm is lengthening the time allowed for returns of unwanted items, from 28 days to 45 days.

If customers return an item within 28 days, they will be refunded as normal and after that, up to 45 days, customers will receive an Asos gift voucher for the amount they have spent.

Asos is also threatening to investigate and “take action” if it notices any “unusual” return patterns.

In a statement, the company said: “We also need to make sure our returns remain sustainable for us and for the environment, so if we notice an unusual pattern, we might investigate and take action.”

Commenting on this, Michael Schirrmacher , Managing Director UK at BloomReach discussed how improving online experience can help customers better understand what they're buying and reduce the likelihood of the item being returned later.

“Ecommerce is a sophisticated industry, yet the persistent issue of returns shows there remains work to be done to ensure all aspects of operations are sustainable,” Schirrmacher said.

“Without a changing room to try on a range of sizes, fittings or colours many customers end up ordering items that are not ‘right’ for them. Perfecting the online shopping experience is a top priority for every brand and retailer, and it's worth considering whether content or improved search would help customers more easily make the right choices before they place an order. Improving the experience to help customers better understand what they're buying – whether it's the material, sizing, or something else – could reduce the likelihood of the item being returned later.

“On a similar note, maybe customers are ordering multiple items knowing most will be returned simply because they can't find exactly what they're looking for. Delivering intelligent, bespoke search results could really make a difference here. It's all about helping a customer know they're getting what they want at the point of purchase, instead of thinking they don't want what they've received at the point of delivery.

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