Online fashion retailer Asos has revealed it's changed its refunds policy to block serial returners.
In a list of sweeping changes, the clothing behemoth said it's now extended its returns period - up from 28 days to 45 to allow customers to try on clothes and decide if they wish to keep them.
In an email sent out to customers, the brand explained: "We know easy returns are one of the (many) reasons you shop with us, so we've increased the time you can return stuff from 28 days to 45 days.
"If you return anything within 28 days, we’ll refund you as normal… and after that (up to 45 days), you’ll now get an Asos gift voucher for the amount you spent."
However, Asos is also cracking down on the possibility of fraud - which means if you frequently buy items then return them - you might be considered suspicious, and potentially refused a refund.
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The brand continued: "We also need to make sure our returns remain sustainable for us and for the environment, so if we notice an unusual pattern, we might investigate and take action. It’s unlikely to affect you, but we wanted to give you a heads up.
"If we notice an unusual pattern of returns activity that doesn't sit right: e.g. we suspect someone is actually wearing their purchases and then returning them or ordering and returning loads – way, waaay more than even the most loyal Asos customer would order – then we might have to deactivate the account and any associated accounts."
The refused refunds will only be applied to serial return and wear offenders - those who buy items for outfits-of-the-day and then simply return them - or worse, wear them and then return them afterwards as 'unworn'.
And if you're caught, you could have your access or account blocked.
Asos says the new rules are in place to protect its items and avoid customers who abuse the system, however, critics say it's linked to falling profits.
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Steve Gershik, chief executive at retail analysts InRiver explains: "Free delivery and returns have been a major driving force behind the consumer allure of Asos, but its new policy highlights even industry leaders are not immune to the crippling cost of returns.
"Although initially put in place to protect online shoppers’ from items that didn't meet expectations, the returns process could instead become a lose-lose scenario for retailers and consumers alike. As the trend of serial returners continues to escalate, Asos is monitoring purchase patterns more closely and shoppers could risk missing out on the benefit of free returns if operating profit margin doesn't improve.
"That said, the retailer's newly extended returns period will enhance its already much lauded customer experience and stimulate sales. The introduction of gift vouchers for returns made between 28-45 days after purchase offers flexibility to customers, however is also a clear indicator that it has cost front of mind.
"Reducing the volume of returns needs to be a top priority for all online retailers and understanding the reasons consumers send products back in the first place is key to enabling this. Shoppers want to know exactly what they are purchasing and it's up to retailers to deliver a product that meets their expectations. Ultimately, if customers feel let down by a retailer when they receive an item, they’ll go elsewhere in the future."
