Customers who are deemed “serial returners” are expected to account for £6.6bn of online returns in the UK this year, according to new research by Retail Economics and ZigZag.
The returns research report for 2024 found while “serial returners” only account for 11% of shoppers making returns, they generate 24% of all online non-food returns.
Projected to cause £6.6bn of online returns by the end of this year, the total value of returns in the UK is expected to hit £27.3bn.
Serial returns are deemed to be typically younger shoppers who buy and return frequently, as well as pre-planning returns before a purchase is completed and frequently over-ordering.
ZigZag and Retail Economics said these customers generate a “disproportionately high share” of returns, causing increased cost and stock management complications for retailers.
The research also shows that “slow returners” are causing problems for retailers and that “slow” and “serial returners” combined generate almost half of the returns in the industry (45.5%).
Customers who are deemed to be “slow returners” are said to share similarities with “serial returners” but are more impulsive when shopping.
With an eye to return policies, the data shows that almost half (49%) of online shoppers have abandoned a purchase this year as a result of “unfavourable return policies” as the demand for low costs and increased convenience ramp up.
ZigZag chief executive Al Gerrie said: “There have always been good and bad returners but the rise of serial returners, in particular, is likely to cause alarm for retailers. Led by younger shoppers, this cohort is exploiting retailers and forcing them to make more controversial and divisive actions.
“Retailers will continue to clamp down on spiralling costs and returns fraud by introducing paid returns and policies that hone in on abusive returns behaviours like wardrobing, staging or bracketing.
“Education also plays a pivotal role. Retailers must ensure customers have accurate product information – consistent sizing, clear descriptions and transparent return policies – so that confidence, not abuse, drives buying decisions.”
Retail Economics chief executive Richard Lim added: “Serial returners are quietly eroding retail profitability in ways many retailers are only just beginning to understand.
“The rise of opportunistic shopping behaviours, where many people intentionally buy large quantities of goods with the intention of returning most of them, is placing an unprecedented strain on retailers. This not only impacts the bottom line through increased operational costs but also creates significant challenges in inventory management and sustainability efforts.
“Retailers are facing thinner margins and must urgently rethink their approach to returns management by integrating advanced returns solutions and educating consumers about the implications of their returns, balancing customer satisfaction with profitability.”
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