Over one-third, 34%, of U.S. consumers have switched off a brand they had been loyal to in order to avoid paid returns.
That’s a prime finding of a SAP Emarsys research study that also revealed 22% describe the introduction of returns charges as unfair and 18% have thrown away an item after failing to return it, according to a press release on the findings.
Almost half (40%) of shoppers have abandoned a brand they were once loyal to due to the returns window being shortened.
Such consumer reaction to returns charges is prompting some retailers to rethink the policy and about a third, 32%, of retailers are investing in improving the delivery process.
“From discovery, to purchase, to shipping, to receipt both in-store and online, brands risk diminished reputations placing hurdles in front of their customers,” Megan Hostetler, global senior product marketing manager, SAP Emarsys, said in the release.
“Returns are a powerful opportunity for brands to build loyalty, both in terms of collecting data and gaining trust,” said 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.”