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Retailers risk future sales as UK shoppers complain of returns confusion

Online retailers are failing to communicate effectively with many UK shoppers about their returns policy, risking future business, according to new research.

The survey of 1000 online shoppers by ReBOUND found that 35% of online shoppers in the UK believed it was not made easy for them to return items.

This figure came despite the importance assigned to returns policies by shoppers, with 46% saying they had stopped shopping with a retailer altogether because the process was hard or unclear.

Many shoppers who did return items complained of a lack of communication, with 49% of consumers reporting that they only heard about a return after their refund had been processed. In addition, 11% claimed to have received no communication whatsoever.

Graham Best, CEO of ReBOUND, said: “Online retailers would never dream of ignoring their customers in the lead up to a purchase, yet many are happy to leave shoppers in the dark when it comes to returns, creating confusion and chaos.

“Retailers need to stop looking returns as a cost of doing business and instead as a lever to build their brand.”

According to previous ReBOUND research, 90% of shoppers said returns are important in their shopping decisions and 68% said they check an online retailer’s returns policy before completing a purchase.

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