The study ‘The Returns Revenue Gap', of 1,000 shoppers, commissioned by digital platform Loop, reveals that returns increasingly become a deciding factor for British shoppers with 55% now willing to walk away from a purchase that fails to match their perceptions. More than three-quarters (76%) of UK retailers agree that the returns experience “has a significant impact on customer loyalty, yet many remain caught between protecting profitability and retaining customers.” Two-thirds (68%) are concerned that tightening returns policies “could drive shoppers to competitors,” while 66% “worry about negative reactions on social media or online review platforms if they make returns more restrictive.” Return charges also have a significant influence on purchasing decisions, with 92% saying fees affect how they shop online. Some 24% said they’re willing to pay a fee for returns for a more premium experience. 87% of shoppers report a willingness to take an exchange in the right circumstances.