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.
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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.
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Transcript
Hi everybody, and welcome to yet another episode of the Beyond Threads podcast by Blackman. As always, I’m your host, Erik Janssen Steenberg, and today I’ll be taking you on a journey to look at developments in trends, new technologies, and innovations in supply chain management and delivery within our beloved fashion and lifestyle sector.
Today’s topic is returns management and return policies.
For this episode, I’m joined by Katina Antanovich, one of our transport and service delivery managers. Katina, thank you very much for being here today.
Katina: Thank you for having me.
Today we’ll be covering the topic of how brands can create a successful returns policy, really linking it to customer expectations. Katina, can you briefly introduce yourself and explain how a brand can design a returns management process in a way that truly contributes to customer satisfaction?
Katina:
To start with introducing myself, my name is Katarina. I’ve been working for Blackman for six years now, with the last four to five years focused mainly on transportation. I primarily work on new transport solutions for both B2C and B2B, and of course on near-outbound, which is one of our priorities. Returns are also one of our main topics, especially over the last few years, as many brands are increasingly focusing on returns and current market trends.
Erik:
Yes, because we’ve seen that returns are gaining importance not only in communication and customer contact, but also because of the growing green wave. There’s more interest in the actual returns process. For brands that are just starting to look into their returns process, what tips or insights can you share on how they can create a process that is both simple and successful?
Katina:
The most important starting point is having a very clear return policy, with step-by-step instructions on how items should be returned. This includes packaging instructions and any required documentation. In today’s e-commerce environment, customers expect a hassle-free return process, and this is essential for long-term customer loyalty.
The second key element is transparency and visibility. Customers want to be informed about every step of the return process, including where their return is and when they can expect a refund or exchange, depending on what the brand offers.
Customer support is also crucial. Even if something goes wrong, customers should be able to contact customer service via live chat or email and receive quick assistance.
Another important factor is offering multiple return shipping options. This depends heavily on the target group. Some customers prefer a label-in-the-box solution, while others prefer initiating returns online and printing labels themselves. Sustainability is also becoming more important—QR codes are increasingly popular. Brands don’t need to offer many options, but two or three well-chosen solutions are usually sufficient. This also depends on the product type and target customer.
Erik:
That makes sense, especially considering that a Gen Z fast-fashion brand will approach returns very differently from a premium or luxury brand.
Katina:
Exactly. That’s what we see with our customers. Based on the target audience, we advise brands on the most suitable return solutions to make the process easy and efficient. Brands don’t have to figure this out on their own—we can support them. On their side, data analysis is crucial. Monitoring customer feedback helps brands adjust their processes as expectations evolve.
Erik:
So not only does Blackman need to stay agile, but brands themselves need to maintain flexibility in how they approach returns.
Katina:
Absolutely. Flexibility is essential. We support brands with insights based on market analysis, understanding what customers currently expect and request.
Erik:
And as a customer, I expect the service I’m promised. A clear and simple return process can turn a potentially negative experience—such as receiving an item that doesn’t fit—into a positive one, if the return is easy, transparent, and fast.
Several studies show that a happy return customer is a returning customer. Returns are clearly a key pillar of the overall customer experience. Based on your data, what are the most common mistakes brands make in returns management?
Katina:
The most common mistake is not having a clear return policy. Some brands provide too much text, which customers don’t fully read, leading to errors during returns.
Another major issue is a lack of transparency and visibility. Customers want to know where their return is, when it will reach the warehouse, and when they’ll receive their refund or exchange.
A third issue is offering too few return shipping options. Some brands only provide a label-in-the-box solution, and if customers lose the label, the return is delayed and customer service involvement increases. Offering alternatives like online initiation, PUDO points, QR codes, or on-site label printing benefits both brands and customers.
Finally, long refund times have a very negative impact on brand perception.
Erik:
Absolutely—nobody likes waiting for their money. So an efficient returns process clearly improves customer satisfaction, but does it also improve customer loyalty?
Katina:
Yes, definitely. It’s crucial for long-term loyalty and building a strong relationship between the customer and the brand. Satisfied customers are more likely to repurchase and leave positive reviews, which is extremely valuable for brands.
Erik:
Thank you very much for joining us today. If listeners have follow-up questions, what’s the best way for them to reach you?
Katina:
They can reach out to me via LinkedIn if they have any questions or need further clarification on today’s topic.
Erik:
Perfect. Thank you again—it was a pleasure having you.
Katina:
Thank you.
And that brings us to the end of another episode of the Beyond Threads podcast by Blackman. I was your host, Erik Janssen Steenberg, and I hope to see you in the next episode.
