Brightpearl highlights serial returners timebomb
The North East is the worst UK region for ‘serial returners’, a trend that is costing retailers £7 billion a year, according to Brightpearl research.
The company recently surveyed 2,000 Brits and found that 36% of all shoppers in the North East admit to buying multiple items with the intention of returning some. They were closely followed by Wales and then the South East (35% and 33% respectively).
While offering free returns is resulting in a loss of revenue for retailers, Brightpearls’ research found that 85% of consumers aren’t up for paying for this service. Brightpearl’s CEO, Derek O’Carroll, says: “The logistical and financial implications of handling rising volumes of returns and the impact on return rates could cause significant margin erosion for online retailers, unless they have the right systems in place to optimise the returns process and meet the challenge of serial returners."
For example, he adds, using technology to centralise your returns data is one way to quickly identify serial returners and puts retailers in the informed position to make decisions on how they can weed out these problematic shoppers.
"While the North East tops the list with the most serial returners, it’s an emerging issue that all merchants, across the country, must look to address. Our findings show that more than half of all 18-24 year olds intentionally return items they’ve bought, and with that generation’s buying power increasing year-on-year, it’s only a matter of time before serial returner behaviour becomes the norm," he concludes.