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People who return almost everything they buy online – BBC News



The return of the new purchase item is easier than ever before thanks to the Internet. In fact, traders have a duty to guarantee this right, but that applies to customers who usually change almost everything they buy.

Bell "wardrobe buyer" Buy and return things forcibly. In recent years, this is a customer profile, and it raises problems for a number of troubled companies.

Harriet Gordon meets this profile.

28-year-old jobs in London, UK, as a human resources consultant and admits that she only holds half of the things she buys online.

It usually spends around USD 500 per month, but it returns items worth about $ 250.

Most of the time this is done because the clothes do not fit as expected or because the color or fabric has nothing to do with the photo that persuaded her to buy the product online.

"You see patterns that wear things that look fantastic," he explains, but says that When testing, they do not look the same.

The fact that many of the shops from which you buy offers a return home delivery facilitates the process.

Check it out and throw it out

Harriet Gordon says it's a lot easier to buy, despite work in the central and commercial London area. online and thus avoid physical store queues and stress.

This is similar to what happens to a 41-year-old woman who bought Heather Grainger seven dresses for the wedding Homepage Asos, one of the most popular online fashion stores around the world.

Hester Grainger
Hester Grainger says he returns just about everything he buys.

I knew that I just stopped at one, but I wanted to make sure it was the right one.

This was not a special case. When you need a new Texans, ask five pairs and then choose one.

In general, he estimates that he spends between $ 480 and $ 510 a month on clothes but returns so much that ultimately what he is spending is usually not more than $ 90 or $ 100.

"I spend hundreds of dollars on various items from different stores for several months, but probably will return around 80%," he told the BBC.

Hester, Founder of Mumala Club, Platform online mothers say that your buying habit this is due to his small height.

It is 1.5 meters high and it's hard to know if something is right, so it often requires three sizes in the same subject.

Woman with shopping bags
Some studies show that our heart is buying faster.

Pulsating

Buyers like Harriet and Hester are not unusual.

A recent study conducted by the international credit card service provider Barclaycard, which analyzed almost half of the UK debit and credit transaction, said that a quarter of retailers have seen that over the last two years the number of income has risen.

According to the report, consumers in the clothing and footwear stores return almost half of what they are buying.

Social Networkshelps to improve the trend: around 10% of buyers acknowledge that they are taking selfie Instagram or Facebook, which creates a new article, and then returns the purchase.

Geoff Beattie, professor of psychology at the University of Edge Hill, England, says he's surprised that the number of returns is not even higher.

His own study shows it our pulsations are accelerated when we buy This emotion lasts until we take the goods home and we show it, but then it quickly disappears, and we regret that we have spent money or the fact that we do not have this clothing. So we give it back, he explains.

"What will happen next is the least exciting part of the whole process," he told the BBC.

Hester Grainger
Hester says that temporarily becomes a burden on online clothing.

The increase in Internet shopping contributes to this habit because "no fault or shame" or the need to provide too much explanation, says a specialist.

In addition, high discounts, such as Black Friday or Cyber ​​Monday, contribute to the so-called "shopping panic", which are usually more related to the next buyer's regret.

Problem for shops

Returns not only include shipping costs, but also packaging and cleaning. They are also a waste of time.

If item is unavailable, it may be shipped back. And to avoid the fact that some stores need to ask more than they plan to sell.

Another problem is fast fashion cycle. Until the item is returned, it can be sold, which means that the store can no longer sell at its original price.

It causes some traders increase prices. According to Barclaycard, a third in the United Kingdom is doing so.

Amazon store
Amazon has some problems with wardrobe buyers.

The fact that stores try all the costs to secure sales at the time of sale has made it easier for customers to return goods without paying additional service costs. Sometimes they even offer the opportunity "try before payment".

It is inevitable that many will use the system.

But some companies are struggling against it. Internet giant Amazon For example, it's started block customers who return too many things.

"We want everyone to use Amazon, but sometimes people are abusing our services for a long time," said company president Wall Street Journal.

Other companies follow his example.

Understand customers

However, Vicky Brock, director of data and innovation at eBring Returns, a software system for managing profits, says it's wrong to believe that those who often return are bad clients.

Brock argues that a small number of buyers generate the highest returns, but it includes both the best and the worst customers.

"A veto on buyers, when they return goods, ignores the value of each customer and finds that the trader he does not understand the behavior of their clients"he told the BBC.

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

There are data that shows that more customers are ordering over time, the less reimbursement is made for an order.

According to the expert, one of the ways in which stores can reduce feedback is to provide better online image dresses and more precise dimensions.

Some companies, such as Uniqlo and Asos, already have it recommendations based on past purchases and information about the customer's weight and height.

Another option is to manage personalized marketing. For example, if a customer tends to stay in shorts but always returns shoes, the ads will come only from the first.

Vicky Brock says shops should act urgently as the trend is increasing.

Buyers, such as Hester, do not plan to change their behavior. "I'm not sorry about the dealers; they are part of the problem because they offer free or very low profits. They need to adjust their dimensions better"he explains.


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