Speed of refunds is increasingly a ‘make or break’ factor in shoppers’ repeat purchasing decisions, the latest research from Advanced Supply Chain reveals.

Original research of over 2,000 UK shoppers by Advanced Supply Chain found that over half (53%) would not buy again from a retailer if their refund was slow after making a return. A further quarter (27%) would also post a negative review online if they experienced delays in their refund being processed.

Most customers now consider waiting two to three days after sending an item back as an acceptable time to receive refunds, according to the poll. However, a quarter (25%) said that a wait of a week for a refund is too long.

With returns becoming an integral part of online shopping, customers are increasingly adopting ‘size sampling’ behaviours – where they buy the same item in multiple sizes, intending to return the ones that don’t fit. ReBound Returns‘ data reveals that now nearly half of shoppers size sample when buying online, while research by True Fit suggests Gen Z shoppers are the most prone demographic to size sampling.

“An item being sent back isn’t the end of a shopper’s spending, it’s simply another part of the online shopping journey,” Stuart Greenfield, Sales Director at Advanced Supply Chain, commented. “Retailers can embrace this and influence re-shopping by making returns fast and painless for consumers.”

“Shoppers are keen for their returns to be dealt with quickly and to be kept updated throughout the process. Early refunds not only boost customer satisfaction but can also strengthen loyalty and retention. They open the door for exchanges or follow up purchases, turning a return into a new sale.”

Mike Viscione, Sales and Partnerships Lead, ReBound Returns

Almost seven in ten (67%) of shoppers polled would consider spending their refund with the same retailer, provided the money is returned within two to three days of their return.