Specialist retail agency Retail Eyes has called for retailers and marketers to review their returns policy after it was announced by the Department for Business, Innovation and Skills (BIS), that almost two-thirds of shoppers are less likely to return goods bought online than in store due to uncertainty over their consumer rights.

Furthermore, according to the Government’s Business Department, Britons waste on average £5,000 buying goods that turn out to be faulty but are never returned to the store.

“Brand advocacy and reputation can be easily damaged when customers end up with faulty or unwanted items yet this is actually an opportunity retailers can use to help build brand loyalty and customer retention,” said Simon Boydell, marketing manager for Retail Eyes.

“While it may seem the fault of the customer for not returning the item, there is a responsibility on the retailer to ensure their returns process is quick, easy and puts the customer at ease. If not, customers will be left with a negative experience of your company and product, which they could then pass on to friends and families."

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