In the past two years, retailers have taken bold steps to manage the rising cost of returns. ASOS and PrettyLittleThing have begun closing accounts with high return rates. Other high street names such as Zara, H&M and Boohoo now charge fees for returns.
But here’s the dilemma: according to YouGov, 8 in 10 shoppers say free returns are important, and nearly half won’t buy from retailers that charge for them.
The tension between rising costs and rising expectations is clear. Yet within that tension lies opportunity. Returns, when handled strategically, can become a moment to build trust, reinforce brand values, and differentiate in a crowded market.
Every interaction a customer has with a brand, from browsing to checkout to returns, shapes their perception. And in a landscape where loyalty is hard-won, the returns experience carries more weight than ever.
It’s not just about how easy it is to send something back. It’s about how the process feels: Is it clear? Is it fast? Is it fair? These moments, often overlooked, can either reinforce trust or quietly erode it.
Retailers that treat returns as part of the full brand experience, rather than a disconnected operational task, are better positioned to build lasting relationships. Because loyalty isn’t built on the absence of problems, it’s built on how well they’re handled when they arise.
Brands introducing returns fees aren’t necessarily making the wrong move, they’re responding to real cost pressures. Rising logistics costs, environmental concerns, and serial return behaviour have forced retailers to rethink the economics of free returns.
But the solution isn’t just about charging more, it’s about designing better experiences.
Strategic returns start with clarity and control. Fast refunds, doorstep collections, flexible drop-off options, and real-time tracking all help create a returns journey that can soften the impact of fees and reinforce a sense of fairness. For some customers, it’s not the cost that drives dissatisfaction, it’s the confusion, the delay, or the lack of transparency.
Retailers that take a more holistic view, considering returns as part of the full brand experience, can find a middle ground. One where operational efficiency meets customer empathy. One where returns don’t just protect margins, but actively support loyalty.
Creating a strategic returns experience requires more than policy, it demands operational support. Fulfilment partners play vital roles in enabling fast refunds, doorstep collections, PUDO options, and real-time tracking.
These capabilities aren’t just logistical; they shape how customers experience the brand. The right partner helps retailers offer convenience and control, even when charging for returns, by making the process feel fair and frictionless.
Returns aren’t going away, but the way retailers handle them is rapidly evolving. What was once seen purely as a cost centre is now a critical part of the customer experience, brand perception, and loyalty strategy.
The retailers that will lead in this new landscape aren’t just the ones who reduce return rates or introduce fees; they’re the ones who rethink the entire journey. From transparent policies to fast refunds, from doorstep collections to smart fulfilment partnerships, every detail matters.
Returns can be a friction point or a moment of reassurance. A loss, or a loyalty driver.
The difference lies in how strategically they’re managed.
