The Good, the Bad, and Data Privacy

Consumers also weighed in on what makes or breaks the returns experience. When returning an item in-store, 57 percent of consumers cited ease and speed of the return as the factors most impacting the quality of their experience. Furthermore, more than half of consumers (56 percent) expressed concern with presenting personal identification to a retailer when processing a return.

“Retailers will have to rethink whether they should require personal identification in their return policies, especially as states like California enact privacy laws that make it more difficult to do so,” said Denzer. “Rather than relying on monitoring customer information, merchants should consider leveraging anonymous product tracking technology within their point-of-sale systems. This approach would help ensure compliance with privacy laws, such as those in California, while also facilitating a faster, more reliable return experience that reduces fraud.”