'The Great Returns Race' is a series of reports which focus on the return policies of the UK's top fashion brands. By studying seven key metrics from 'ease of navigation' through to 'choice of return method', this benchmark reveals which brands have a winning returns policy for their international shoppers.
Growing online sales in cross-border markets hinges on a number of factors. The customer’s return experience is increasingly key to this growth. Our experience at ReBOUND suggests that many UK retailers’ return offerings still fall short of the consumer expectations of the international markets they target. So the demand for products from British brands does not outweigh the worries around the return process.
There's more to a returns policy than meets the eye...
We have scored the retailers using a points system attributed to each of the seven key metrics (maximum of 350 points in total). The maximum score a brand could achieve per metric is 50 points, and the lowest scoring 0 – for example, the brands at the bottom of the pack would not gain any points for simply offering the mandatory 14 days return period, as this is required by law, whereas the brands offering the most generous period would gain 50 points.
For each metric, the scoring system has been decided by deciphering what the maximum potential is – for example under ‘ease of navigation’, the highest scoring position would be for one single move from the homepage to the international return policy.
In the instance of a varied returns offering for different markets, we have grouped the retailers according to their most favourable proposition under each metric – for example if a retailer advertises a quicker refund time for some markets over others, their rank will be based on the best possible outcome, rather than the longer refund time accounting for a negative bias.