ASOS has decided to take a stand against serial returners and as both a consumer and a retailer, I applaud them for it. While returns are an inherent and unavoidable part of the online business model, retailers have every right to protect themselves from people who abuse the right by regularly ordering clothes, wearing them for the day (or night) and returning them. For ASOS, it will (like most things) be all about the execution - how the policy is defined and upheld, how they will counter customer complaints, but I respect them for drawing a line under the practice of serial returns.
Read Aruba’s Press Release here.
Aruba’s new report, the Road to Digitalization in Retailing features the results of a study carried out with over 900 managers and non-managers in global retailers, and interviews with Daniel Bobroff, the founder of ASOS Ventures, and me. It explains why, after years of reticence, it’s now or never for the retail industry to embrace technology. That means making long-term investments within the workplace to achieve the vital goals of a better customer experience and a stronger bottom line.