As refund speed becomes a competitive differentiator in UK retail, many organizations are discovering that faster is not always safer.
Francesca Roche speaks with Paul Gardner, VP of Product at Appriss Retail, about how retailers can meet rising customer expectations without increasing their exposure to returns fraud.
Gardner explains that leading retailers are moving beyond the idea that speed and security are opposing goals. Instead of slowing everyone down, they focus on identifying the small percentage of customers who present genuine risk, while allowing trusted shoppers to receive instant decisions. He points to industry data showing that a significant portion of returns-related losses are preventable with the right controls in place.
A recurring theme is the weakness of policy-driven returns processes. Fixed rules, Gardner argues, are quickly learned and exploited by professional fraudsters, while loyal customers are often caught in unnecessary friction. Behaviour-based, individual decisioning offers a more accurate alternative, especially when powered by machine learning.
Gardner also highlights the importance of identity and cross-channel visibility. Retailers often have strong controls online but lack insight into in-store or contact centre behaviour, creating gaps that fraudsters exploit. Consistent decisioning across channels, combined with real-time performance monitoring, is essential.
Looking ahead, Gardner believes returns management must become a strategic capability with a seat at the table. When treated as a source of insight into customer intent, product quality, and abuse patterns, returns data can help retailers protect margins while delivering the fast, seamless experiences customers expect.
