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North East the worst UK region for serial returners finds study

Shoppers in the North East of the UK are costing retailers dear by being ‘serial returners’ of goods, according to a new study from Brightpearl.

 A survey of 2,000 consumers across the UK found that those in the North East are the most likely to buy multiple items with the intention of returning them, with 36 per cent of shoppers in the region engaging in such behaviour. In Wales, 35 per cent of shoppers are serial returners, as are 33 per cent of those in the South East. The growth in online retail has seen the problem grow further, says Brightpearl.

Brightpearl reports that 40 per cent of retailers have seen a marked increase in serial returns over the last 12 months, with 52 per cent of retailers saying the cost of managing returns has dented their profits.

“While the North East tops the list with the most serial returners, it’s an emerging issue that all merchants, across the country, must look to address. Our findings show that more than half of all 18-24 year olds intentionally return items they’ve bought, and with that generation’s buying power increasing year-on-year, it’s only a matter of time before serial returner behaviour becomes the norm,” says Brightpearl CEO Derek O’Carroll.

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