Consumers back ASOS returns policy change

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Three quarters of serial returners support ASOS’s new returns policy, according to a survey by Whistl.

The research found that those who are classified as serial returners were predominately in favour of the changes with 76 per welcoming the change. However, support for the idea was only 63 per cent among younger consumers and 66 per cent among less affluent shoppers.

Some eight per cent of shoppers disagree with the changes and this increased to 16 per cent when related to ASOS shoppers. Argos shoppers were the most negative with 19 per cent against the changes.

Consumers who support the policy changes think others are being dishonest and negatively impacting on everyone else by making items second-hand and pushing prices up. And those who were against the policy think it is against the principle of being able to buy and return and worry that genuine customers might be unfairly penalised.

“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,” said Whistl marketing and communications director Melanie Darvall. “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.”

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