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Returns is All in the Data – But Do We Have Enough?

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Eric Grunau
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“Purchase and return history from one retailer alone is not nearly rich enough”

Earlier this month, in a move which could well be a watershed moment, ASOS modified its returns policy in a bid to take action against ‘serial returners’, writes Oliver Guy, Global Industry Director, Retail, Software AG.

The answer is quite simple – ecommerce has revolutionised consumer behaviour, particularly in the fashion world where customers have more choice than ever.

Whilst others often order one item of clothing in several sizes to try them on at home – and return the rest.

This has facilitated the rise of the ‘serial returner’.

The impact of ‘serial returners’

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Eric Grunau
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