It’s so unfair!: UK shoppers ditch retailers that charge for sending back goods

26% of Brits have switched from a brand they were once loyal to due to the introduction of paid returns, according to research from SAP Emarsys involving 2,000+ people.

18% of those surveyed describe the introduction of such charges as “unfair”; 13% have even thrown away an unwanted item after failing to return it.

49% of shoppers abandoned a brand they were once loyal to due to cost considerations, and 24% are keen to see retailers prioritise changes to return policies.

So far in 2023, 27% of retailers identify prioritising investment in their delivery processes. A third are also prioritising in more sustainable packaging.

“From discovery, to purchase, to shipping, to receipt both in-store and online, brands risk diminished reputations placing hurdles in front of their customers,” comments Megan Hostetler, Global Senior Product Marketing Manager, SAP Emarsys.

“It’s not enough to have the right product at the right price; complete transparency every step of the way, and solutions that reflect customer preference when problems do arise, are a must.”

“Returns are a powerful opportunity for brands to build loyalty, both in terms of collecting data and gaining trust,” adds Hostetler.

“Retail brands that get it right build higher customer lifetime value, receive fewer returns, and elevate that all-important customer experience; ultimately delivering on the promises made to customers is what drives true customer loyalty.”