New research from the Vrije Universiteit Brussel provides more insight serial returners and the impact of the many returns of packages. For example, ‘only’ 15 percent of consumers appear to return products excessively, but are therefore responsible for almost 60 percent of the CO2 emissions linked to returns.
The research examined the shopping behavior of almost 10,000 European consumers. These shoppers came from Belgium, the Netherlands, France, Germany, Italy, Spain, Norway, Sweden, Poland and Greece. Not only returns behavior was mapped, but also the attitude and motivation of consumers.
“Returns are much more than a logistics cost,” says Heleen Buldeo Rai, leader of the research at the university. “They also have a significant environmental impact. Yet we know surprisingly little about the consumers who most frequently return products.” Returns involve additional transport, additional packaging, a complex logistics chain and the fact that returned items are more difficult to resell.
A striking fact from the study is that frequent returners, i.e serial returners not necessarily make more online purchases than others. The difference is in the attitude towards returns. “For those consumers, returns have become a way to delay purchasing decisions,” says Buldeo Rai. “They order more impulsively, often buy different options at the same time and only decide at home what they ultimately want to keep.” The ease of returns is a deciding factor for many. For a long time, returns to web shops were free and relatively easy. Consumers who are tempted by returns that are simple, fast and free are almost three times more likely to be among the frequent returners. However, consumers who are aware of the environmental impact of returns are less inclined to return products.
A clear profile also emerges for the serial returners: on average they are younger, more often live in urban areas and often have a lower education level. Frequent returners emit an average of almost 20 kilograms of CO2 annually through returns. For other consumers this average is three kilograms.
According to Buldeo Rai, the solution does not lie with the consumer alone. “Many online stores have encouraged returns for years because they increase sales. But if we want to reduce the environmental impact, we need to do a better job of helping consumers make the right choice the first time.” The research calls for better product information, more use of tools such as virtual fitting rooms and sizing assistance, but also a critical look at sales techniques that stimulate impulse purchases. The research also sees a role for policymakers. These must better inform consumers about the consequences of returns and develop clear rules for cross-border e-commerce.
“If we want to reduce returns, we need to understand why people return products,” concludes Buldeo Rai. “Not feeling guilty, but smart solutions that help consumers make the right choice from the first purchase, seem to be the most promising.”
