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Asos targets serial returners with new £3.95 fee

Asos targets serial returners with new £3.95 fee

Asos is updating its returns policy, introducing a fee for customers who return items regularly.

The online fashion giant is rolling out a £3.95 fee for customers with a high return rate from 8 October unless they keep at least £40 worth of items to avoid the charge.

Asos Premier members, who pay £9.95 annually for benefits like free next-day delivery, will also be affected, though they will only need to retain £15 worth of goods to bypass the fee.

The retailer said the change applies to a “small number of shoppers” as part of its effort to manage rising return costs and improve profitability.

Impacted customers have begun receiving notifications, while those unaffected were informed last week.

In an email, they were told: “We want to give you a heads-up about some updates we’re making to our Fair Use Policy that will affect your future orders with Asos.

“We know how much our customers love Free Returns, and we will continue to make Free Returns available to all UK customers. However, as part of a small group of customers with a frequently high returns rate, you’ll now only get Free Returns when you keep £40 or more from your order.

“If you keep less than £40 from your order, we’ll deduct £3.95 from your refund. The vast majority of customers will still receive Free Returns on all orders. Don’t worry, this change will only apply to orders placed from 8 October 2024, and you’ll be reminded on-site.”

Following the news, many customers have already taken to social media to air their thoughts.

One X user commented: “Love how Asos are trying to make it feel like it’s a me problem ‘as part of a small group of customers’. Nice try because it definitely isn’t a small group of us! If the sizes were consistent maybe people wouldn’t return so much.”

Another said: “As a customer whose been on this journey with you since the beginning this is appalling. Maybe if your clothes had consistent sizing I wouldn’t have to make multiple purchases to get the right fit resulting in a high return.”

Although one X user said: “I received an email a few weeks ago alerting me to the changes to their return policy. At the bottom it said “but this won’t impact you”. Asos are going after the buy, wear and return customers. I order a few times a year so I probably haven’t been flagged.”

The move comes after Asos altered its free returns policy in the US last year, with shoppers now charged $4.99 for returns if they are considered to “constantly take actions that make providing them with free returns unsustainable”.

Others across the wider industry have been stepping up efforts to reduce returns of late, as last month, Which? revealed that over half of the biggest online fashion retailers do not currently offer free postal returns.

The consumer choice firm looked at the returns policies of the 20 biggest online fashion retailers and found that 12 did not offer free postal returns.

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