H&M IS EXPANDING RETURN FEES FOR NON-LOYALTY MEMBERS

Summary from the TLDR Marketing newsletter

H&M is expanding its online return fee policy to more markets outside of the UK, including the US. The brand charges a fee on online returns, but only to customers who aren’t enrolled in its loyalty program. In-store returns will continue to be free. This is a strategy to increase loyalty signups and in-store traffic while also retaining more revenue from refunded items.