In this episode of Beyond Threads, host Erik Janssen Steenberg sits down with Katerina Antunovic, Service Delivery and Transport Manager at Bleckmann, to explore two critical aspects of modern e-commerce: returns management and returns policy design. With six years of experience at Bleckmann and deep expertise in B2C and B2B transport solutions, Katerina shares practical insights on how brands can craft returns policies that genuinely meet customer expectations while building long-term loyalty.
Clear communication is the foundation of successful returns
As Katerina explains, crystal-clear policies and step-by-step instructions are essential to deliver a successful returns strategy. “Customers have a baseline expectation of a hassle-free return process, and this is also, in the end, really important for driving long-term customer loyalty,” she explains. “However, simplicity is also an essential feature.
Indeed, clarity doesn’t mean overwhelming customers with excessive detail. One common mistake brands make is creating return policies with too much text that customers simply won't read. One common mistake brands make is creating return policies with too much text that customers simply won’t read. The key is to strike the right balance between providing sufficient information and keeping it simple – ensuring customers understand exactly what to do without getting lost in terms and conditions.
Multiple return options to accommodate diverse customer preferences
Offering multiple return shipping options is crucial for meeting diverse customer needs, and according to Katerina, customer preferences can vary dramatically based on target demographics and brand positioning. For example, some customers prefer pre-printed labels included in the original package, while others favour initiating returns online. In particular, sustainability-conscious consumers gravitate towards QR code solutions.
“This doesn’t necessarily mean that we need to provide 10 different options, but I think providing two or three different ones should be enough,” Katerina advises. “The key is understanding your specific customer base: Gen Z fast-fashion shoppers have entirely different expectations compared to customers of high-end luxury brands. Bleckmann works closely with our clients to analyse their customer data and recommend the most appropriate return options for their particular market segment.”
Transparency and speed drive customer satisfaction
Throughout the conversation, two main themes emerge as critical success factors in designing a successful returns experience: transparency and speed. Customers want real-time visibility into their return status, from initiation through to receiving their refund. This transparency extends to clear communication about refund timeframes – a major pain point when poorly managed. In addition, robust customer support systems are critical. Issues will inevitably arise with even the most well-designed returns processes and customers need accessible support to resolve problems quickly.
Data-driven optimisation creates competitive advantage
One of Katerina’s most valuable insights is the role of data analysis in refining returns policies. She emphasises that whilst Bleckmann can provide initial guidance based on market trends, brands must continuously analyse their own customer feedback and behaviour to optimise their approach. This data-driven methodology allows brands to identify common pain points, understand regional preferences and adapt policies accordingly. Successful returns management requires this type of ongoing agility and responsiveness to changing customer expectations, helping to build long-term loyalty.
Transforming negative experiences into positive outcomes
The power of an effective returns policy is that it can transform potentially negative customer experiences into positive ones. When customers receive items that don’t meet their expectations, a smooth, transparent return process can actually strengthen their relationship with the brand rather than damage it. This is because it demonstrates the brand’s commitment to customer satisfaction beyond the initial purchase. And, as Katerina emphasises, customers who are happy with the returns process often return themselves – creating a virtuous cycle that can foster consistent business growth.
Want to learn more about creating customer-centric returns policies that drive improved customer satisfaction and loyalty? Press play on the Beyond Threads podcast now or get in touch to learn how Bleckmann can help optimise your returns strategy.
