In today’s retail environment, returns are no longer a disruption to the shopping journey — they are part of it. And whether it happens online or in-store, what happens after a return is increasingly what determines customer loyalty.
Recent survey data from YouGov, conducted for retail logistics firm Advanced Supply Chain (ASC), highlights the opportunity: two-thirds (67%) of shoppers say they would likely spend their refund with the same retailer — if they receive it within 2-3 days of making the return. In other words, fast, transparent refunds aren’t just good service — they fuel future revenue and brand loyalty.
“An item being sent back isn’t the end of a shopper’s spending; it’s another chapter in the relationship,” says Stuart Greenfield, Sales Director at ASC. “Retailers that make returns fast, consistent, and painless are positioning themselves to influence future shopping behavior — both online and in stores.”
This consistency matters because customer expectations don’t stop at the digital checkout. Shoppers expect the same experience whether returning in a store or via mail. If an in-store return results in an inconsistent policy, unclear process, or slow refund, it undermines the trust and convenience customers now demand across every channel.
Just as with e-commerce returns, in-store returns must be supported by clear policies, well-trained associates, and modern technology to prevent inconsistencies, delays, or exposure to refund fraud. Without this foundation — clear return SOPs, training for frontline staff, and fraud prevention systems — brick-and-mortar locations risk becoming a point of friction rather than loyalty.
“Investing in the right tools and training helps store teams process returns quickly and fairly, while also flagging potential fraud,” Greenfield explains. “Customers want fast refunds, but they also want to trust that the process is secure — whether they’re dealing with a returns counter or an online portal.”
That need for consistency is only growing as shopping behaviors continue to blend online and offline. Data from ReBound Returns shows nearly half of shoppers now order multiple variations of the same product with plans to return the extras — and many prefer returning these items in-store for the speed and convenience of an immediate refund or credit.
But even with an in-person interaction, customers expect real-time updates, clear communication, and prompt processing — the same frictionless experience they expect from online brands. “When customers can receive their refund — or at least a confirmed timeline — within three days, it boosts satisfaction and often drives follow-up purchases,” adds Mike Viscione, Sales and Partnerships Lead at ReBound Returns.
Of course, retailers face the same balancing act in stores as online: speeding up legitimate refunds without opening the door to fraud or inconsistency. This requires strong policies, standardized processes, and proper training — plus technology to verify returns, capture data, and trigger automated updates.
Ultimately, smart retailers understand that refunds are no longer just back-end operations. They are a critical brand moment — and a competitive opportunity. Those who build seamless, fraud-resistant refund processes across all channels — online and in-store — will be the ones that keep customers coming back.
In an era where loyalty is fragile and switching brands is effortless, getting refunds right — fast, fair, and secure — is no longer optional. It’s a must.
Disclaimer: The insights shared in this article reflect current industry trends and expert perspectives from Advanced Supply Chain (ASC) and ReBound Returns. Always tailor return and refund strategies to fit your business model and customer base.
Sources: ReBound Returns industry insights | Interview with Stuart Greenfield, Sales Director, Advanced Supply Chain | Interview with Mike Viscione, Sales and Partnerships Lead, ReBound Returns | Retail Times