Online fashion platform Asos has announced that it is introducing a returns transparency tool for its shoppers in the United Kingdom. This will give customers more information over their personal return rate, which influences their return fees. The feature will go live on 6 January.
Asos is an online-only fashion seller from the United Kingdom. In 2024, it introduced a return fee for customers with a high return rate. These customers will need to pay a return fee of 3.95 British pounds if they keep less than 40 British pounds of their original order.
At the time, it was not clear on what grounds the company decided which customers have high return rates. Online, many customers complained about the fee. It seems that the new transparency tool is a response to these complaints, albeit a little slow.
Insights into return rate
As of tomorrow, customers will be able to see their individual return rate in the Asos app. If their return rate is below 70 percent, they will continue benefiting from free returns. If their return rate over 70 percent, the abovementioned return fee will apply. And with return rates over 80 percent, customers will also need to pay an additional restocking fee of 3.95 British pounds.
‘The feature allows customers to monitor and control their return behavior’
The feature also includes guidance to help shoppers avoid charges and retain their access to free returns. According to Asos, the feature allows customers to monitor and control their return behavior, instead of being surprised by fees after the fact. The app will also show an alert when return rates are approaching chargeable thresholds.
‘Committed to keeping free returns available’
“We are committed to keeping free returns available for all customers in all core markets, while ensuring we do so sustainably. By showing customers their return rate, we are giving them greater visibility and control, alongside helpful hints for shopping with confidence”, said Ben Blake, EVP Customer and Commercial at Asos.
