Shopper Street Interviews: Purchasing Habits, Refunds, and Return Options

In the ever-shifting landscape of e-commerce, the process of returns is no longer a logistical after-thought – it has become a central pillar of customer experience and brand reputation. And according to ZigZag & Retail Economics’ latest returns research, returns will cost north of £25bn for UK retailers. But retailer errors in handling returns can cost more than just that astounding topline figure…they can undermine loyalty, profitability, and sustainability.

Therefore, we quizzed consumers on streets across the UK, some as they were dropping off a return, on their shopping and returning habits!

We got some great insights from how and when they return, to how quickly they want the process to take from generating a label to getting their money back.

Here's just a flavour, we have plenty more interviews to come...

The returns experience has become a defining element of the overall customer journey. While product quality and delivery speed once dominated customer satisfaction, the ease and efficiency of the return process now play an equally crucial role. For modern shoppers, returning a product isn’t simply a transaction – it’s a moment of truth that shapes whether they will buy again.

Below, we explore why six core factors – ease, cost, communication, refund speed, sustainability, and convenience – matter so deeply to consumers, and how retailers can respond to these evolving expectations.

1. Ease: The Foundation of a Positive Returns Experience

Shoppers expect returns to be straightforward and intuitive. Whether returning via an app, a postal service, or in-store, the process must be frictionless.

Consumers increasingly reject complex or confusing return processes: ZigZag Global’s research shows that only 32% of consumers find the returns process generally simple and easy to follow. When a return is simple – few clicks, minimal packaging requirements, no printing – customers feel respected and in control.

A seamless process reflects brand competence and transparency. In contrast, a confusing or tedious return process creates frustration and erodes trust – often enough to deter future purchases. The easier the return, the more confident a consumer feels about buying again.

2. Communication: Visibility Builds Trust

Once an item is sent back, the consumer wants reassurance that it’s being handled properly. Lack of visibility – no tracking, unclear timeframes, or silence between return and refund – creates anxiety.

According to ZigZag, 80% of UK online shoppers would take their business elsewhere after a bad returns experience, often citing poor communication as a key frustration. Automated updates at each stage – confirmation of return received, inspection in progress, refund approved – transform uncertainty into confidence.

Transparency not only reduces inbound customer service queries but also reinforces reliability, turning a potentially negative touchpoint into one that strengthens brand loyalty.

3. Choice: Meeting Shoppers Where They Are

Modern consumers expect flexibility that fits around their lifestyles. Whether dropping off parcels in a locker, scheduling home collection, or returning in-store, choice equals convenience.

ZigZag data shows that locker and home collection returns are among the fastest-growing methods – locker drop-offs up 68% year-on-year and home collection up 77%. Home collection was actually crowned the favourite method by our consumer survey, beating Post Office drop-offs for the first time since 2021. Consumers value being able to return items on their terms, during non-working hours, or without needing to print a label.

Retailers that integrate multiple channels for returns not only make life easier for their customers but also capture valuable data on behaviour and preference, enabling more tailored post-purchase experiences.

4. Refund Speed: Fast Refunds Drive Repeat Purchases

The speed at which a refund is processed is one of the strongest predictors of future purchase intent. ZigZag’s consumer insights reveal that 30% of shoppers expect a refund within 5 days or they will start to get frustrated, yet the average refund speed was 7.3 days of the UK’s top 100 retailers.

Fast refunds signal operational excellence and financial fairness. When a customer receives their money quickly, they’re more likely to make another purchase – often immediately. Slow refunds, on the other hand, tie up customer funds, create dissatisfaction, and reduce confidence in the brand’s reliability.

Retailers that invest in automated refund triggers (for instance, issuing the refund as soon as a return is scanned into the network) see higher customer retention and lower service costs.

5. Cost: A Deciding Factor Between Loyalty and Abandonment

The cost of returning an item is one of the most sensitive factors influencing purchase decisions. ZigZag’s data shows that consumers are typically ready to pay around £2-£2.10, although the average cost is £3.50 of the retailers that do charge for returns  especially if they anticipate paying return postage or handling fees.

While some retailers have introduced modest return fees to offset costs and discourage “serial returners,” transparency is key. Customers are more accepting of fees when they understand why – for example, when the retailer explains that the charge supports sustainability or faster processing.

Offering free returns for loyal customers or exchanges, while charging nominal fees for others, helps balance customer satisfaction with profitability.

6. Sustainability: The New Emotional Driver

Today’s consumers are more environmentally conscious than ever. Returns contribute significantly to waste and carbon emissions—through transport, repackaging, and unsellable stock. Many shoppers now evaluate brands on how responsibly they manage this process.

ZigZag Global’s sustainability-focused solutions highlight that retailers offering localised return routes, reusable packaging, or eco-conscious drop-off options see higher brand favourability.

When customers perceive that a retailer is reducing waste or optimising logistics to cut emissions, it turns the act of returning an item from a guilt-inducing task into a sustainable choice. Even small touches—like “green” return options or carbon offsetting—help customers feel they’re making a responsible decision.

The Bigger Picture: Returns as a Relationship Builder

Each of these six elements – ease, cost, communication, refund speed, sustainability, and convenience – converges around a single truth: the return experience defines customer trust.

When handled well, returns transform potential frustration into reassurance, driving repeat purchases and advocacy. When mishandled, they magnify customer dissatisfaction and damage brand equity.

Retailers that align their returns strategies with these customer values are not simply managing logistics – they’re building loyalty. As ZigZag Global’s data consistently shows, an intelligent, transparent, and customer-first returns process can directly increase retention and profitability while supporting operational efficiency and sustainability goals.

Conclusion

In a world where consumers can switch brands with a single click, the returns experience is no longer a back-office concern – it’s a core part of customer experience strategy.

Shoppers today demand control, clarity, and conscience in how their returns are handled. The retailers who deliver on these six values will not only retain customers – they will turn returns into a competitive advantage.

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