What is serial returning?

Serial returning is returning most of what you buy, consistently, over a long period. It isn’t one bad return. It’s a pattern where a small group of customers accounts for a large share of your return costs.

Not every serial returner is abusive. Some are heavy bracketers or simply hard to please. The cost is real either way, which is why it’s worth knowing who they are.

Who it hits

Apparel, footwear and accessories most of all, plus any category with free and easy returns.

What it costs

Shipping both ways on every return, handling and inspection, and markdowns or write-offs on items that come back used. Because it’s spread over many orders, it rarely shows up as a single loss.

How to prevent it

• Measure return rates per person, not per email or account.

• Keep free returns for customers who mostly keep what they buy.

• For persistent serial returners, require exchanges, paid returns or inspection.

• Combine return rates with item condition, so you catch abuse rather than bad fit.

FAQ

Is serial returning abuse?

Not always. It becomes abuse when items come back used or the pattern exploits your policy. Either way, it’s worth treating these customers differently from the rest.

Will restricting serial returners hurt sales?

Usually very little, since they keep so little of what they buy. Most retailers find their net revenue goes up.