What is the story about?
What's Happening?
A report reveals that while most UK consumers support return limits to protect free returns, only half are aware of fair use policies. ASOS faced backlash for closing accounts of serial returners under its fair use policy. The study found that consumers expect free returns, with younger shoppers more likely to return items frequently. Practices like wardrobing and bracketing are common, with consumers buying multiple sizes or outfits for choice.
Why It's Important?
The findings highlight the need for retailers to effectively communicate fair use policies to maintain customer trust and protect free returns. As return rates increase, retailers face financial pressures, prompting the implementation of limits. Clear communication can help mitigate negative perceptions and ensure policies are seen as fair. The study suggests strategies for retailers to frame limits as protective measures, emphasizing transparency and brand alignment.
What's Next?
Retailers may need to enhance their communication strategies to increase consumer awareness of fair use policies. This could involve proactive messaging and ensuring policies align with brand values. As return practices evolve, retailers may explore new technologies or incentives to manage returns sustainably.
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