Many UK shoppers point finger of blame at retailers for making returns abuse easy, Forter research

Seven in ten UK consumers believe retailers make it easy to abuse flexible return policies, according to a report released by Forter. 

A survey of 4,000 consumers was conducted in the UK and US by The Harris Poll, and uncovered a widespread pattern of abuse, with 52% of Brits admitting they have deliberately abused online retail policies in the last 12 months. 29% of people who have taken advantage of companies’ policies when shopping online in the last 12 months admitted to doing so to avoid paying full price. 

Common abuse tactics in the UK include:

• Abusing flexible return policies to try or use expensive items (31%).

• Deliberately over-purchasing to qualify for free shipping, intending to return extra items (22%).

• Creating their own unauthorised "try before you buy" service through bulk purchasing and free returns (21%).

• Creating multiple online accounts with the same retailer to receive promotions and perks (12%). 

The research reveals that overly restrictive policies can have serious unintended consequences for retailers as more consumers seek convenience and affordability. 

49% of UK consumers buy more from retailers with lenient return policies due to financial concerns. What’s more, 63% rely on retailers’ promotions and free perks more now than in the past. However, 18% have stopped shopping with a retailer altogether because they implemented stricter return policies. 

“Policy abuse is costing retailers billions of dollars. Our report found that a one size fits all approach to any policy - whether its returns, promotions or loyalty programmes - will leave today’s retailers exposed,” says Ozge Ozcan, Chief Customer Officer at Forter. “Instead, by knowing who they’re doing business with, retailers can strike the crucial balance between customer friendly policies and protection against serial abuse."

2025 RTIH INNOVATION AWARDS

Returns management will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.