Monday , April 19 2021

People who return almost everything they buy online – BBC News



Restoring new items is easier than ever thanks to the Internet. In fact, traders have an obligation to guarantee this right, but what about customers who buy almost everything they normally do?

Call "cupboard cabinet" He buys and returns things forcibly. This is a profile of users who have been increasing in recent years and present a number of problems for some troubled businesses.

Harriet Gordon meets that profile.

28-year work in London, UK, as a human resource adviser and recognizes that she only holds half of what she buys on the Internet.

Usually it runs around 500 USD per month, but returns articles that have spent about $ 250.

Most of the time, it works because the clothes do not fit in the expected or because the color or the fabric has nothing to do with the photo that convinced him to buy the product on the internet.

"You see that models carry things that look fantastic," he explains, but he still keeps They do not look the same as they are tested.

The fact that many of the shops in which you buy offer a home delivery offer facilitates the process.

Test and dismiss

Despite working in London's central and business area, Harriet Gordon says it's much easier to buy online and thus avoid the ranks and stress of physical trade.

It's similar to what happens to Hester Grainger, a 41-year-old woman who bought it seven wedding dresses on the website Asos, one of the most popular online fashion stores on a global scale.

Hester Grainger
Hester Grainger says he returns almost everything he buys.

I knew I would just end up with one, but I wanted to be sure it was real.

It was not a special case. When you need new Texans, ask for five pairs, then select one.

In total, he calculates spending between $ 480 and US $ 510 per month on clothes, but he returns so much that in the end he usually does not exceed $ 90 or $ 100.

"We spent hundreds of dollars on various items from different stores for a month, but probably get back around 80%," the BBC says.

Hester, founder of Mumal Club, platform online for mothers, says your purchase is a habit it has to do with its short term.

Measure 1.5 meters high and it is difficult to know if anything will fit in and often require three sizes of the same item.

Woman with shopping bags
Some studies show that our heart accelerates when we buy.

pulsation

Customers such as Harriet and Hester are not unusual.

The recent study provided by the multinational credit card Barclaycard, which has analyzed almost half of UK debit and credit transactions, states that a quarter of retail companies saw an increase in return over the past two years.

In the case of clothing and footwear merchants, consumers return almost half of what they buy, according to the report.

Social networkshelping to increase the trend: Approximately 10% of customers admit taking a selfie for Instagram or Facebook that represent a new article and then return the purchase.

Geoff Beattie, professor of psychology at Edge Hill University in England, says she is surprised that the number of returns is no bigger.

That shows his research our pulsation accelerates when we buy This emotion lasts until we take the item home and we show it, but then it quickly disappears and we are sorry we spent the money or the fact that we did not wear that clothes. So let's get it back, he explains.

"What is happening is the least exciting part of the whole process," the BBC says.

Hester Grainger
Hester argues that a short procedure makes it difficult to buy clothes online.

Increasing online shopping promotes this habit because "no fault or no shame" or you need to give too much explanation, says an expert.

In addition, big discounts, such as Black Friday or Cyber ​​Monday, encourage the so-called " "panic shopping", which are more associated with subsequent objections from the customer.

Trade problem

Returns not only include shipping costs, but also packaging and cleaning. Also, this is a waste of time.

If the item is unavailable, it may be due to its return. And to avoid that some stores have to look for more than they expect to sell them.

Another problem fast cycle modeBy the time the item is returned, it may be on sale, which means that the store can no longer be sold at its original price.

It does some traders increase pricesAccording to Barclaycard, in the UK, a third of them do.

Amazon trade
Amazon has some problems with "cabinet buyers".

The fact that stores are trying at any price to ensure sales during sales have made it easier for customers to return their items without paying additional service charges. Sometimes they even offer the option "try before paying".

Inevitably, many will take advantage of the system.

But some companies are fighting against it. Internet div Amazon, For example, it started blocking users who return too many things.

"We want everyone to use Amazon, but sometimes people abuse our service for a long time," said The Wall Street Journal spokeswoman.

Other companies follow his example.

Understand the buyers

However, Vicky Brock, Director of Data and Innovation at eBound Returns, a software management system for refunds, says it is wrong to assume that those who are often returned are bad users.

Brock argues that a small portion of the buyers generate returns the most, but that group includes both the best and the worst buyers.

"Bringing a veto on buyers by returning items constantly looks at the value of each customer and reveals that the trader he does not understand the good behavior of his clients"says BBC.

Vicky Brock
Vicky Brock says those who often return their products are not bad users.

There are data indicating that as many orders placed by buyers over time, they return less in the order.

Providing a better picture of clothing on the internet and more precisely one of the ways in which stores can reduce the number returns, experts say.

Some companies like Uniqlo and Asos already have proposals based on previous purchases and information on the weight and height of the client.

Another possibility is to direct personal marketing. For example, if a user wants to stay in pants but always returns shoes, the ads will only come from the first.

Vicky Brock says trade should act urgently as this trend increases.

Customers like Hester do not intend to change their behavior. "I do not regret the marketers, they are part of the problem because they offer free or very cheap returns. You should better adjust the size"he explains.


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