Almost half of UK consumers (48%) want returns to be more sustainable, according to the latest research by SAP Emarsys Customer Engagement, which conducted research amongst over 2,000 shoppers across the UK.
The research, which launches at Shoptalk in Las Vegas, reveals that for a fifth of UK consumers (20%), sustainability is now the most important consideration when making purchases.
In fact, almost half (47%) of UK shoppers are more loyal to a brand that has a sustainable returns process, for example by using less packaging, or recycling returned items.
UK consumers want solutions. The SAP Emarsys research found that over half of consumers (53%) agree that retailers should re-sell returned items at a lower price to improve sustainability. Alternatively, 52% would like to see retailers accept returns at local depots to improve sustainability.
However, over two-thirds of respondents (66%) say they prefer not to return items, and 56% want retailers to “get it right the first time,” indicating over half of UK consumers do not want to deal with returns in the first place.
“Sustainability is no longer a nice to have for consumers, it’s now a key consideration when deciding which brand to purchase from and it’s something brands need to prioritise.” said Thomas Harris, Chief Revenue Officer at SAP Emarsys. “For me, the key is tackling the cause of the problem – why customers are having to return items in the first place. And that’s where AI-powered personalisation comes in.”
“AI-powered personalisation can transform customer experiences with deep customer insights, offering recommendations that are highly tailored to meet the needs of the consumer. It is imperative retailers embrace personalisation using sizing and previous purchase insights data, so shoppers can buy the right item the first time around.”
Returns are just one part of the loyalty mix. To learn more about how personalisation, as part of an omnichannel strategy, drives customer loyalty, check out SAP Emarsys 7 Pillars of Personalisation.
Join SAP Emarsys Customer Engagement and hear from our partners, including Sinch, Criteo, Annex Cloud and more at ‘Shoptalk’ in Las Vegas from March 17-20, 2024. For more details, visit Emarsys.com.
