Free and fast returns are vital for UK fashion e-tailers - report

By

Barbara Santamaria

Published
May 27, 2019

Free delivery, simple and easy returns and quick refunds is what British consumers have come to expect from online stores, according to a UK-wide study from Whistl, the leading delivery management company.

The survey found that 60% of customers do not pay for delivery and do not want to pay for returns, and clothing and shoes are amongst the items most likely to be returned.

It might be hard for e-commerce brands to meet expectations in all areas, but the report found that every age group has their own particular needs and concerns. For example, those aged 18-24 are more likely to check the returns policy prior to purchasing items for the garden or outdoors, car accessories and DIY, suggesting they are more reluctant to spend their money on these products.

Meanwhile, a ‘good returns policy’ is becoming an increasingly influential factor when consumers are buying online.

For women in the 55-75 age bracket and those living in the South-East of the UK, a ‘good returns policy’ offers free returns with prepaid postage. Meanwhile, those on lower incomes (under £10K) consider quick refunds the most crucial factor in a returns policy, followed by pre-printed labels and reusable packaging. And those earning over £60k placed more value on a simple and easy returns process rather than quick refunds.  

Finally, more than half of those sampled (53%) said they would be less likely to shop with a retailer whose returns policy did not meet expectations. Within this, female shoppers were more likely to be deterred than men, and older shoppers’ more than younger ones.

“The key lesson for retailers when considering their online returns policy is to know your audience; provide a service that meets the needs of your target customer. whatever the age or income profile,” said Melanie Darvall, director of marketing and communications at Whistl.

“If your target audience is diverse and complex then consider working with a partner that can provide a multi-option returns policy that can satisfy the needs of all your potential customers.”