Sports Direct drops print-at-home labels for online order returns

UK sportswear and fashion retailer Sports Direct is dropping print-at-home labels in a new returns system created in partnership with automated parcel machine (APM) service provider InPost.

The new service enables Sports Direct consumers to return online purchases without the need to print a label. It comes at a time when the retailer is adopting more technology initiatives, such as AI product design.

With InPost Lockers, shoppers scan a QR code sent to their phone and then return their items in one of the company’s compartments for collection.

InPost said that this moves away from the need for print-at-home labels, which are typically seen as a pain point for consumers, with 30% lacking access to printers within their homes.


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“Consumer expectations have changed dramatically over the last few years. Today, they expect convenience at every touchpoint. As such, for retailers, returns are becoming a huge part of the customer experience. Indeed, today they’re core to driving customer lifetime value,” InPost International CEO Michael Rouse said.

Sports Direct, which recently opened a new flagship store in Manchester, added that it is “constantly looking for ways to improve our consumer journey” and said that its partnership with InPost would create a smoother process for returning online purchases.

InPost has over 5,000 parcel lockers across the UK, located in shopping centres, train stations, supermarkets, petrol forecourts and on high streets, with the majority available to access at all times.

Across its European network it has 24,000 APMs in the UK, Poland, France, Italy, Benelux, Spain and Portugal.

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