Customers in broad support of ASOS new returns policy

Research at Whistl suggests three quarters of serial returners support online fashion retailers ASOS new returns policy.

Among those classified as serial returners, some 76% supported the change. However this fell to 66% among less affluent shoppers and 63% among younger shoppers.

At the other end of the scale, 8% of shoppers disagreed with the new policy, and among ASOS shoppers this was 16%. Argos shoppers were the most oppositional with 19% against it.

Those supporting the policy believe that this tackles dishonesty and the widely held belief that such dishonesty impacts all shoppers. They also believe it pushes prices up. Those against the policy believe innocent people are being 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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