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People who return almost everything they buy online



More and more customers are returning again and again what they are buying, and this habit increases the value of companies. Why do they do it and what should shops do?

Returning a newly purchased item is easier than ever, thanks to the internet. In fact, merchants are required to guarantee this right, but what about customers who change almost everything they buy, as a rule?

The so-called "wardrobe buyer" buys and returns things intrusively. This is a customer profile that has grown in recent years, and this creates a number of problems for some enterprises with difficulties.

Harriet Gordon meets this profile.

The 28-year-old works in London, the United Kingdom, as a human resources consultant and admits that she only stores half of the things she buys online.

He usually spends about $ 500 each month, but returns goods in which he spent about $ 250.

Most of the time it does, because the clothes are not suitable, as expected, or because the color or fabric has nothing to do with the photo, which urged him to buy the product on the Internet.

“You see that models wear things that look fantastic,” he explains, but says that they don't look the same when testing.

The fact that many of the stores where you buy, offers delivery of goods to your home, facilitates the process.

Check and throw away

Despite working in London’s central and commercial district, Harriet Gordon says it's much easier to buy online and thus avoid the queues and stresses of physical stores.

This is similar to what happens with 41-year-old woman Hester Granger, who bought seven wedding dresses on Asos, one of the most popular online fashion stores in the world.

Hester Granger

Hester Granger says he returns almost everything he buys.

I knew that I would stay with one, but I wanted to make sure that it was the right one.

This was not a specific case. When you need new Texans, ask for five pairs, and then pick one.

In general, he calculated that he spends between $ 480 and $ 510 a month on clothes, but he returns so much that, after all, he usually spends no more than $ 90 or $ 100.

“I spend hundreds of dollars on various items from different stores during the month, but I’ll probably be back about 80%,” he tells the BBC.

Hester, founder of Mumala Club, platform online for mothers, she says that her buying habit is related to her small stature.

He measures 1.5 meters in height, and it is difficult to understand that something will do, so he often asks for three sizes of the same object.

Woman with bags

Some studies show that our heart accelerates when we buy.

ripple

Buyers such as Harriet and Hester are not unusual.

A recent study by multinational credit provider Barclaycard, which analyzed almost half of debit and credit operations in the United Kingdom, says that a quarter of retailers have seen that the number of calls has increased over the past two years.

In the case of clothing and shoe stores, consumers return almost half of what they buy, the report says.

Social networks help manage the trend: about 10% of shoppers admit to selfie for Instagram or Facebook, creating a new article, and then returning the purchase.

Jeff Beatty, a professor of psychology at Edge Hill University in England, said he was surprised that the number of returns is not yet higher.

Your own research shows that our pulsations accelerate when we buy. This emotion lasts until we take the item home and we show it, but then it quickly disappears, and we regret that we spent the money or that we did not wear this item of clothing. Therefore, we give it back, he explains.

“What happens next is the least exciting part of the whole process,” he tells the BBC.

Hester Granger

Hester says being short makes it difficult to buy clothes online.

The growth of online shopping contributes to this habit, because “there is no guilt or shame” or the need to give too many explanations, says the specialist.

In addition, big discounts, such as Black Friday or Cyber ​​Monday, encourage so-called “panic purchases,” which are usually more associated with the subsequent remorse on the part of the buyer.

Problem for shops

Returns not only include shipping costs, but also packaging and cleaning. In addition, it is a waste of time.

If an item is unavailable, it may be caused by the fact that it is returned. And to avoid the fact that some stores must ask for more than they expect to sell.

Another problem is the fast fashion cycle. By the time the product is returned, it can be sold, which means that the store can no longer sell it at the original price.

This forces some traders to raise prices. According to Barclaycard, a third of them in the United Kingdom do this.

Amazon Store

Amazon has some problems with “wardrobe buyers”.

The fact that the stores, by all means, are trying to ensure sales at the time of sales, has made it easier for customers to return goods without additional maintenance costs. Sometimes they even offer the option "try before you pay."

It is inevitable that many will take advantage of the system.

But some companies are struggling with this. Internet giant Amazon, for example, has begun blocking customers who return too many things.

“We want everyone to use Amazon, but sometimes people abuse our service for a long period of time,” a company spokesman told The Wall Street Journal.

Understand customers

However, Vicky Brock, director of data and innovation at eBound Returns, a revenue management software system, says it’s wrong to assume that those who return often are bad customers.

Brock claims that a small portion of buyers generates the greatest profits, but this group includes both the best and the worst customers.

“The veto on customers to return goods repeatedly ignores the value of each customer and shows that the seller does not understand the behavior of his customers very well,” he tells BBC.

Vicky Brock

Vicki Brock says that those who often return their products are good customers.

There are data that show that the more orders customers make over time, the less profit they make per order.

Experts say that providing the best images of clothes on the Internet and more accurate sizes is one of the ways stores can reduce returns.

Some companies, such as Uniqlo and Asos, already have offers based on previous purchases and customer weight and height information.

Another option is to direct personalized marketing. For example, if a customer has a tendency to stay in pants, but always returns shoes, advertising will only come from the first.

Vicki Brock says that stores must act as a matter of urgency as the trend increases.

Buyers, such as Hester, do not intend to change their behavior. “I don’t regret the merchants, they are part of the problem, because they offer free or very cheap profits, they need to better adjust their size,” he explains.


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