Portland SEO's Augusto Beato encouraged online retailers to follow Amazon's lead in planning to ban shoppers who returned too many items to eliminate bad consumer habits.
Beato was reacting to a report that revealed that over 60 percent of U.S. retailers and 45 percent of U.K. retailers said they would ban serial returners from shopping on their websites permanently. The percentage went up to at least 80 percent among U.S. retailers selling toys and gifts or baby and toddler gear.
The report was based on a survey of 200 retail executives from both countries by retail software firm Brightpearl, conducted in September and released Thursday.
The study, which also surveyed 4,000 online shoppers from both countries, found that over a third of those ages 18 to 34 — more than other age groups — confessed to having bought extra items with the intention to return some.
"Consumers are becoming bolder in ordering more items than they need and sending back the rest, especially with many retailers offering free returns," said Beato, who is the CEO of Portland SEO.
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In the case of apparel, many customers buy a few different shirts in different sizes to ensure they get the perfect fit and return the shirts that don't fit well enough.
Apparel is not the only industry seeing an increase in returns due to multiple purchases. People are buying multiple variations of accessories, shoes, designer bags, jewelry and even large products like furniture and televisions to make in-home purchase decisions that were once made in-store.
And with free shipping policies in place, this resulted in exponential online returns.
“We want everyone to be able to use Amazon, but there are rare occasions where someone abuses our service over an extended period of time,” Amazon told The Journal at the time. “We never take these decisions lightly, but with over 300 million customers around the world, we take action when appropriate to protect the experience for all our customers.”
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