A quarter of the UK’s leading brands are now charging shoppers to return purchases they have made online, a year-on-year increase of 14%, according to a new report by returns platform parcelLab.
The research reveals that, of those consumers being charged for making a online return, the average cost is £3.53 and it takes an average of nine days for refunds to be processed.
In addition, 30% of brands only give consumers two options when it comes to how they make a return. Of the return options being given to shoppers, 63% of brands offer drop off at a parcel shop and 51% enable in-store returns, down 3% from 2021.
Moreover, 49% of brands offer Royal Mail returns, 20% ask consumers to arrange the return themselves, while 38% offer pick up or collection services.
Despite the increasing focus being placed on sustainability, the findings also highlight that 87% of leading retailers do not offer paperless returns, while 28% use a returns portal or platform.
In terms of communication, while 84% of brands are sending consumers at least one message during the returns process – often to confirm they have received the return – just 7% of retailers are sending three or more.
A further 46% of the carriers aren’t sending any messages to shoppers, while 16% of brands are failing to send any communication at all.
“For consumers and retailers alike, returns continue to be one of the biggest pain points when it comes to online shopping,” parcelLab founder and chief executive Tobias Buxhoidt said.
“Failure to have the right processes and policies in place can mean the difference between a customer buying from a brand or competitor which retailers must take note of in the current economic environment.
“With the upcoming peak shopping season sitting against a backdrop of rising costs and reduced spending, it is more important than ever to give shoppers a seamless and positive returns experience.
“Keeping customers informed at each stage of the return and refund process is vital to make them feel taken care of, help to reinforce the relationship, and ultimately encourage them to shop with the brand again in the future.
“With the right returns technology and policies in place, retail brands have a huge opportunity to directly engage with customers, improve satisfaction, upsell purchases and build long-term loyalty.”
