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Asos has taken drastic action by banning shoppers who return too many orders, causing dissatisfaction among customers. After implementing a controversial fee for frequent returns last year, the online fashion giant has now closed accounts of some customers for allegedly breaching their fair use policy. According to Asos, these actions are necessary to uphold their commitment to providing free returns to all customers across their core markets.
The company’s fair use policy allows them to deactivate accounts with “unusual or suspicious activity”, including abnormal return patterns or items that appear to be worn. Customers were previously warned in 2019 about potential deactivation for such behaviors, but a stricter enforcement has been observed recently. For loyal customers like Lucy Britnell and Louise Gowrie, this decision has come as a shock, especially after years of patronage and numerous orders.
Despite understanding the challenges faced by retailers in managing high volumes of returns, customers like Frankie Allen and Tskenya-Sarah Frazer feel that Asos’ approach of banning accounts is too severe. Industry insiders acknowledge the complexities of handling returns and associated costs but closing accounts is seen as a drastic measure. As other retailers have introduced return charges, some customers are calling for Asos to reconsider their ban policies and approach to handling return issues. The dissatisfaction among customers is evident, with many feeling alienated by the company’s actions
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