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‘Change is painful’: Can marketers cushion the blow of retailers charging for returns?
Retailers, such as H&M, are increasingly beginning to charge for returns, which isn’t going down well with consumers. So what can marketers do to mitigate the impact?
By Molly Innes
Communicating price changes is part and parcel of a marketer’s job. But with the e-commerce and online shopping era reaching a tipping point, brands are grappling with the financial strain that comes with offering customers free returns.
To tackle the issue, a slew of retailers have introduced fees for returns, beginning with Zara in May last year charging customers to drop-off returns at third-party locations, and H&M, which last week switched up its returns policy to bring in a £1.99 charge.
