Returning a newly purchased item is easier than ever thanks to the internet. In fact, merchants have a duty to guarantee that right, but what about customers who change almost all they buy as a rule?
The call "Wardrobe buyer" Evil and complete this complimentary. It is a customer profile that has grown in recent years and poses a series of problems for some businesses with difficulty.
Harriet Gordon knows that profile.
The 28-year-old job in London, United Kingdom, is a human resource consultant and recognizes that she only keeps half of the things she's angry online.
It usually spends around 500 US dollars It. Per month, But it returns articles in which it spent about $ 250.
Most of the time it does because the clothes do not fit as shown or because the color or fabric has nothing to do with the photography that convinced him to buy this product on the Internet.
"You see models wearing things that look fantastic," he explains, but maintains that They do not look the same when tested.
The fact that many of the stores where you buy a home delivery delivery card facilitates the process.
Try and disconnect
Despite working in a central and commercial area of London, Harriet Gordon says that it is much easier to buy Online And so avoid the queues and stress of physical stores.
It is similar to what happens to Hester Greenger, a 41-year-old woman who bought Seven dresses for a wedding On this website Asos, One of the most popular online fashion stores globally.
I knew that I would only end up with one, but I wanted to make sure it was the right one.
It is not a specific case. When you need new texts, Ask for five pairs and choose one.
In general, he calculates that he spends between US dollars. It. $ 480 and US $ It. $ 510 per month on clothes, but returns so much that in the end that he spends is usually no more than US $ 90 or $ 100.
"I spend hundreds of dollars on different items of different stores over a month, but probably return 80%," he told the BBC.
Hester, founder of Mumala Club, a platform Online For mothers, say your buying habits It has to do with its short way.
It measures 1.5 meters high and it is difficult to know if something will fit, so often it is required for three sizes of the same size.
Buyers like Harriet and Hester are not uncommon.
A recent study by the Multinational Credit Card provider Barclaycard, which analyzes close to debit and credit transactions in the United Kingdom, says that a quarter of retailers have seen the number of returns over the last two years.
In the case of clothing and footwear stores, consumers return almost half of what they buy, according to the report.
Social networksAre helping to achieve this trend: Around 10% of customers get to take a selfie For Instagram or Facebook posing with a new article, and then return the purchase.
Geoff Beattie, a Professor of Psychology at Edward Hill University in England, says he was surprised that the number of returns was not even higher.
His own research shows that Our pulsations are accelerated When we buy that emotion lasts until we take the home home and we show it, but then it quickly disappears and we regret having spent the money or the fact that we did not wear the number of clothes. So we give it back, he explains.
"What happens next is the least exciting part of the whole process," he told the BBC.
The increase in online shopping promotes this habit "There is no guilt or pity" Or the need to give too many explanations, the specialist says.
In addition, big discounts, such as Black Friday or Cyber Monday, encourage the so-called "Panic Shopping", Which tend to be more linked to subsequent payments by the buyer.
A problem for stores
Returns not only involve delivery costs, but also packaging and cleaning. Also, they are a waste of time.
If a number is not available, it may be because it is returned. And to avoid that some stores have to ask more than they wait to sell.
Another problem is The fast cycle of fashion. By this time a number is returned, it may be on sale which means that the store can no longer sell it at its original price.
Which makes some traders Increase prices. According to Barclaycard, in the United Kingdom, a third of them do.
The fact that stores try at all costs to ensure sales during sales have made it easier for customers to return items without paying additional service costs. Sometimes they even offer the option "Try Before Paying".
It is inevitable that many will use the system.
But some businesses are fighting against that. The Internet giant Amazon, For example, it started to Block customers who bring too many things.
"We want everyone to use Amazon, but sometimes people abuse our service for a prolonged period of time," a company spokesman told the Wall Street Journal.
Other companies are following his example.
However, Vicky Brock, director of data and innovation in ebarbour returns, a software system to handle returns, says it is wrong to assume that those who often return bad clients.
Brock argues that a small proportion of buyers generates the most reputable, but the group includes both the best and the worst customers.
"Putting a veto on buyers by return items repeatedly overlooks the value of each customer and reveals that the merchant He does not understand the nature of his clients"He told the BBC.
There is data that shows that the more orders the buyers make over time, the less they make per order.
Providing better clothing pictures on the Internet and more accurate sizes is one of the ways that stores can reduce the number of returns, experts say.
Some companies such as Uniclo and Asos have been Suggestions based on past purchases And information from the weight and height of the client.
Another option is to show personalized marketing. For example, if a customer tends to stay in trousers but always returns shoes, ads will only come from the first.
Vicky Brock says stores should activate urgently as the trend increases.
Buyers like Hester do not intend to change their behavior. "I do not feel sorry for the merchants, they are part of the problem because they offer free or very cheap returns. They should adjust these sizes better"He explained.
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