Brits turn tables on underperforming online retailers

64% of UK online shoppers would stop using a retailer after a maximum of three bad experiences, according to research by PFS. 54% of those who bought items online in the last 12 months, meanwhile, have had a negative experience.

The company surveyed 2,000 people. It found that shoppers are particularly concerned with retailers’ returns policies. Three quarters of Millennial online shoppers wouldn’t use an online store that has a strict or a ‘no returns’ policy, while nearly seven in ten of all those who made an online purchase in the last 12 months would join them..

51% wouldn’t use a brand which ‘blacklisted’ customers. This is despite only 5% of online consumers having returned more than five items they purchased online in one year. In fact, consumers feel online brands should aim higher with their returns policies to meet customer needs. Three quarters believe they should expect higher levels of returns than stores because you can’t physically see the product when buying. 62% expect to be able to quickly and easily return products that are ill-fitting or unsuitable.

56% of internet consumers who have had a negative experience with online shopping brands shared this with friends and family. Younger shoppers are even tougher, with 69% of Millennials stating that they have done this.

Joe Farrell, VP of international operations at PFS, comments: “Our research shows that UK consumers are now turning the tables on brands that are failing to deliver. They are expecting more and are prepared to tolerate less. Brands that take drastic measures such as ‘blacklisting’ serial returners to protect revenue in tough trading conditions, now face being blacklisted themselves".”

He adds: “Brands need to consider how their distribution, delivery, returns and customer service processes all impact customer perception and satisfaction. Getting it right will help them to protect brand loyalty and help them grow. Getting it wrong will result in customers leaving them for a better relationship. This research is too important to ignore.”