What: Bath & Body Works is operating a 360 U turn on the return policy.

Why it is important: The days of liberal policies and generous returns are over. Will customers understand such a change or will that translate into a lower loyalty?

Bath & Body Works have decided to significantly restrict their once-liberal return policy: in a selection of stores, customers will be limited to returning $250 of non-receipted returns, within 90 days maximum, and customers will have to show an ID document.

This is quite a long way from their initial posture, part of the retailer brand’s promise, which allowed to return “anything, anytime and for any reason”. The system was probably too permissive: customers were able to return products that were mostly or completely used. Now, products showing wear and tear will not be accepted anymore.

Bath & Body Works change their return policy