Introduction to the Issue
ASOS is facing a backlash for closing the accounts of customers who make high returns. One customer, Frankie, a 33-year-old postpartum mother from London, was told her account would be permanently closed due to violating the brand’s fair use terms on returns. Despite being a loyal customer for over two decades, Frankie was penalized for having a changing body shape after giving birth.
The Fair Use Policy
Last year, ASOS announced a new ‘fair use policy’ to cut down on the number of items being returned. The policy reduces the free returns policy due to the rising costs associated with handling returns. "Serial returners" are charged £3.95 to send items back, unless they keep £40 worth of their order. However, customers who consistently return items are now being told their accounts are being permanently banned.
Inconsistent Sizing
Frankie claims that ASOS’s sizing is inconsistent, making it difficult for her to find clothes that fit. She says, "If I ordered a size 12 from ASOS, one would fit, one would be like a size 8, and another would be like a size 14." This has led to her returning multiple items, which ultimately resulted in her account being closed. Frankie also received faulty items, including a pair of jeans, which she believes is a quality control issue.
Impact on Customers
The account closures have left many customers feeling insecure and penalized for having changing body shapes. Frankie worries that this policy will affect more impressionable people, making them think something is wrong with their body, rather than the sizing being inconsistent. Other customers have also come forward, sharing their experiences of having their accounts closed due to high returns.
Reaction from ASOS
ASOS claims that only a small group of customers are affected by the account closures. The company says it has sought to help shoppers find the correct size with its Fit Assistant tool. In a statement, ASOS said, "We recently closed the accounts of a small group of customers whose shopping activity has consistently fallen outside our Fair Use policy. This helps us maintain our commitment to offering free returns to all customers across all core markets."
Customer Backlash
Many customers have taken to social media to express their disappointment and frustration with the policy. One customer wrote, "Had this account for years and always order from ASOS but clearly loyalty isn’t recognised since I had my chat closed when I enquired about it… God forbid a gal doesn’t know her size/style postpartum." Another customer added, "At least you’ve been given 30 days. Mine was closed with immediate effect. Last thing I ordered was a pair of trainers in two different sizes. Returned the size I didn’t need = account closed."
Conclusion
The account closures have sparked a debate about the fairness of ASOS’s return policy. While the company claims it is necessary to maintain its commitment to offering free returns, customers feel penalized for having changing body shapes and inconsistent sizing. ASOS needs to find a balance between reducing returns and providing a positive customer experience. By listening to customer feedback and addressing quality control issues, ASOS can work towards creating a more inclusive and customer-friendly return policy.
