The UK online fashion retailer Asos is done with customers who turn out to be serial returners. The company does not want customers who purchase clothing, wear it and then return them. Next to this, they are threatening to deactivate the accounts of customers who order and return many more items than ‘the most loyal Asos customer would’ as well.
Wearing and returning is a popular thing among fashion shoppers all across Europe. Asos is not the first company in the fashion industry that is changing its return policy. Zalando started a trial earlier this year where they attached very big labels to their products. They did this to make it hard for customers to wear the product and then return it. Zalando's new labels contain a text, informing the customer. It says: “Dear customer, feel free to fit this article and try it, but if this label is removed, it will not be accepted as a return by Zalando” on them.
Asos wants to do something similar. The company explained in an email sent to its customers that they want to keep their return process more sustainable, both for them and the environment. They mentioned that when noting any unusual return patterns, they will investigate and/or take actions based on this. One of the actions might include deactivation of the account.
The company says: “If we notice an unusual pattern of returns activity that doesn’t sit right we might take action. E.g.: we suspect someone is actually wearing their purchases and then returning them or ordering and returning loads – way, way more than even the most loyal ASOS customer would order – then we might have to deactivate the account and any associated accounts.”
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