SAP Emarsys Customer Engagement research: almost half of UK shoppers want more sustainable returns

48% of UK consumers want returns to be more sustainable, according to research by SAP Emarsys Customer Engagement involving 2,000 people.

The research, which launches at Shoptalk in Las Vegas, reveals that for a fifth of Brits sustainability is now the most important consideration when making online purchases. 

In fact, 47% are more loyal to a brand that has a sustainable returns process, for example by using less packaging, or recycling returned items.  

53% agree that retailers should re-sell such items at a lower price to improve sustainability. Alternatively, 52% would like to see retailers accept returns at local depots to improve sustainability.

However, 66% of respondents prefer not to send items back, and 56% want retailers to “get it right the first time”.

"Sustainability is no longer a nice to have for consumers, it’s now a key consideration when deciding which brand to purchase from and it’s something brands need to prioritise.” says Thomas Harris, Chief Revenue Officer at SAP Emarsys.

“For me, the key is tackling the cause of the problem - why customers are having to return items in the first place. And that’s where AI powered personalisation comes in.”  

“AI powered personalisation can transform customer experiences with deep customer insights, offering recommendations that are highly tailored to meet the needs of the consumer.”

“It is imperative retailers embrace personalisation using sizing and previous purchase insights data, so shoppers can buy the right item the first time around.”