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When it comes to managing returns, a one-size-fits-all policy rarely fits the problem.
ASOS’s decision to shut down high return customer accounts has reignited the debate around how retailers balance cost-savings with customer loyalty.
As Amal Ahmed, director of marketing EMEA, points out in The Industry Fashion, penalising frequent returners without context risks alienating valuable loyal shoppers.
With the right data and insight, retailers can tell the difference between abuse and honest behaviour, tailoring their policies accordingly.
Read Amal’s thoughts here
Fashion & Apparel
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