Spoilt kids and unclear branding could have been the cause of Apple’s returns policy the most searched for over the holiday period, according to a report from Experian Marketing Services.
In data which was sent to the Telegraph, Experian noted that searches for Apple’s returns policy topped the lists.
Apple’s policy was followed by Argos, Harrods, Debenhams, and Toys R Us respectively. Searches for returns policies were up 250 percent compared to the same time last year, but Christmas 2012 was also record breaking for online retail.
Experian Marketing Services’ digital insight manager, James Murray, said in a statement that the return policy searches could be as a result of brand confusion – for example, parents mixing up an iPad Mini and an iPod Nano, which, although they sound similar, are entirely different products.
“This has been the busiest Christmas ever for online retailers with 30% growth in visits since last year,” Murray said. “Boxing Day and increasingly Christmas Day itself are key days when consumers go online to spend Christmas money on gifts they didn’t get or organise returns for unwanted gifts”.
On Christmas and Boxing Day, brats were largely ridiculed for complaining about the colour of the Apple products they unwrapped. Although many of the twits later claimed to be joking, it’s entirely possible supply was tight for the colour of their choice and they headed online for a replacement.