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Once firm fixtures on our high streets and retail parks, many department stores and high-profile brick and mortar retail chains are announcing massive store closures as billions of pounds in sales are moving from in store to online. While this has created issues for some, others are migrating to new strategies in order to meet the needs of consumers; this includes establishing relaxed return policies to remain competitive and implementing ongoing programs to effectively deal with those returns.
Relaxed return policies build customer loyalty but also drive a culture of impulse buying: consumers are more inclined to make purchases knowing they can return items with minimal hassle. In ecommerce, returns are even more prolific as buyers – accustomed to free shipping and returns – are more likely to purchase several styles of the same product and send back the ones that they don’t want.