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Four Reasons Why Retailers Need to Get Personal with Their Returns Policy

ASOS has introduced a tiered returns policy that removes the £3.95 fee for shoppers who maintain a low return rate, and it now lets customers track their return history directly in the mobile app. The move highlights a growing industry push toward personalized returns, as three‑quarters of UK online shoppers factor return policies into purchase decisions. Retail analysts note that strict, blanket fees can erode loyalty, while tailored policies help manage margins and curb fraud. ASOS’s approach signals a broader shift toward data‑driven, customer‑centric return management.