Forter study reveals that 52% of Britons deliberately abuse retailers’ return policies in the past year. Following this report, it is noted that a significant portion of consumers—18%—would avoid purchasing from a retailer again if they do not offer exploitable policies.

Innovative ways customers bend the rules include:

– Deliberately sending back incorrect items (6%)
– Buying in bulk to skip delivery costs (22%)
– Creating their own unauthorized “try before you buy” service via bulk purchases and return policies (21%)
– Exploiting flexible return policies for the chance to try or wear expensive items they couldn’t afford otherwise (31%)
– Setting up multiple online accounts with the same retailer to access promotions and benefits (12%)

Perceptions of retailers

Two thousand UK and US consumers surveyed believe retailers are at fault for making return policies too easy to abuse. A significant 58% say retailers allow the opening of multiple accounts to take advantage of promotions. Meanwhile, over a quarter (29%) admit to bending rules primarily to avoid paying full price.

Impact of cost-of-living crisis

The ongoing cost-of-living crisis has influenced online shopping behavior. Half (49%) of UK consumers buy more from retailers with lenient return policies due to financial concerns, and 25% cite rising costs due to inflation as a motivating factor. Additionally, almost two-thirds (63%) rely on retailers’ promotions and free perks more than ever.

Strategic balancing act for businesses

Retailers and merchants must navigate the fine line between maintaining customer loyalty and managing business risk. According to Forter’s research, overly restrictive policies can lead to unintended consequences, as consumers increasingly seek convenience and affordability.