Shoppers who return clothes they’ve bought online are BETTER customers than those who don’t because they get to learn their ‘size and fit’ over time, expert reveals
- Online shoppers who return clothes can be more profitable than those who don’t
- Graham Best, CEO of ReBOUND, explained they get to know size and fit
- Also insisted very few online customers buy and wear clothing before returning
Online shoppers who frequently buy and return clothing are better customers than those who don’t, an expert has revealed.
Graham Best, CEO of ReBOUND, which manages returns for retailers including ASOS, PrettyLittleThing and Missguided, explained so-called ‘serial returners’ can be extremely valuable in the long-term, despite the negative publicity they receive.
Speaking on BBC Radio 4’s Today, Mr Best said it can ultimately lead to a customer better understanding a brand or product, making it more likely that they can order with confidence in the future.
Online shoppers who frequently buy and return clothing are better customers than those who don’t, an expert has revealed. Stock image
‘Serial returners can actually turn out to be your most profitable customers because they’re returning so much over time that they actually get to understand their size, fit and shape,’ he explained.
It is estimated that as many as 50million items bought online will be returned in 2020 alone.
The industry most affected is fashion where upwards of 25 per cent of purchases are sent back to the retailer.
Earlier this year it was announced that one in five online stores have tightened up their returns and refund policy amid the rise of ‘serial returners’.
ASOS is said to have started blacklisting repeat returners and an estimated one in five retailers have followed suit, according to a survey by Barclaycard.
Graham Best, CEO of ReBOUND, which manages returns for retailers including ASOS (pictured), explained so-called ‘serial returners’ can be extremely valuable in the long-term
However Mr Best insisted serial returners could end up being a benefit to retailers.
He also revealed the issue of ‘fraudulent returns’ – where a product is bought, worn once and then returned – is overstated in the media.
‘It gets a lot of airplay but if you look at the data, fraudulent returns in fashion probably account for 2 per cent,’ he said.
Mr Best’s comments come ahead of shopping extravaganza Black Friday this week, when Britons will spend millions on discounted goods.
Last year, around £1.49bn was spent on UK online retail sites on Black Friday, according to IMRG, up from £1.39bn a year earlier.