Asos has sparked outrage among its customers after introducing a new policy that charges a return fee.
The online retailer has begun charging customers £3.95 if they return items worth less than £40. This change has angered many customers, who have taken to social media to express their disappointment.
Asos has declined to specify what qualifies as a high return rate.
However, the company insists that the new policy will not affect the vast majority of its customers.
Faki Saadi, director UKI at SOTI said, “Asos isn’t the first retailer this year to announce changes to its return policy due to the rise of ‘returns culture’, which can make it costly for brands to offer this service free of charge. It highlights a key issue many of our favourite shops are facing in keeping up with customer expectations for a fast and transparent online experience while also staying competitive,”
The retailer added that the fee would only apply to a small group of UK customers with a history of returning many items. These customers can still enjoy free returns if they keep at least £40 worth of their order.
As customers complain about inconsistent sizing and poor quality, the fee could damage the retailers reputation as a customer-friendly brand, decreasing loyalty and potentially attracting negative publicity.
“Retailers must strike the right balance to avoid running the risk of losing customer loyalty. […] Often, there is a lot of room for optimisation within organisations’ warehouse and operational processes as a first priority to ensure every effort is being made to avoid passing on costs to the end-customer.” says Saadi.
Some customers have shared that this change will significantly impact their satisfaction and loyalty, especially during challenging economic times. Customers who feel that their shopping experience is less convenient or more expensive are more likely to seek alternatives.