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BizReport : Ecommerce archives : November 04, 2016

'Right fit first time' the answer to serial returners' impact on clothing retailers' bottom line

Shoppers that purchases multiple sizes of clothing, only to return those that do not fit, impact a retailer's bottom line. New research from ecommerce solutions specialists, Tryzens, reveals that many consumers in the UK want to be able to purchase clothing that fits right the first time.

by Helen Leggatt

Tryzen's research reveals that those they dub 'Serial Returners' are impacting the profitability of clothing retailers in the UK. Consumer behaviors such as purchasing an item of clothing, wearing it once, then returning it (known as 'wardrobing'), as well as the purchasing of multiple sizes of the same clothing item to then return the sizes that are not needed, are being driven by free delivery and free returns.

Furthermore, the majority of the 1,000 UK online shoppers surveyed said they were not prepared to pay a contribution towards a return that was related to ordering multiples of products in different sizes (68% of women and 53% of men). A return fee would also dissuade 71% of women and 60% of men from using a site unless they guaranteed an accurate fit.

'Serial Returners', then, are impacting retailers by increasing operating costs, reducing sales revenue and increasing the risk of stock wastage.

Yet, according to their research, Tryzen found that more than two-thirds of consumers (68%) would be willing to share with retailers their measurements to ensure clothing was a good fit. This, says Tryzen, provides retailers with a great opportunity to reduce the instances of returns.

"If you explore the notion of holding a consumers' personal size/measurement data as a 'service' that any online retailer could securely access when a consumer browses their site, and, if retailers maps their products to actual measurements (whilst retaining their labelling scheme) then it is not beyond the wit of man that a Product Listing Page (or search results) could present products that would both fit the consumer and are available in stock!" says Andy Burton, CEO of Tryzens. "Of course, the ability to toggle this on/off when shopping for others would be needed, but the principle at least breaks the somewhat fractious situation that arises when consumers rely on labeling alone, and overcomes the 'hassle factor' of manually looking up a size chart on the retailer website."

Tags: clothing, research, retail, returns process, UK

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