In this episode of Beyond Threads, host Eric Janssen Steinberg is joined by Bleckmann colleagues Peter Veenstra and Tim De Smet to dive into a topic that’s become central to modern fashion and lifestyle logistics: returns. Together, they explore why a robust and seamless returns process isn’t just a logistical necessity but a cornerstone of customer experience, brand loyalty and operational efficiency.
Returns are key to the buy
Returns are an essential part of the customer experience, even before a purchase is made: according to a Sendcloud study, over 50% of European fashion shoppers review a brand’s return policy before making a purchase.1 As Peter pointed out, transparency is becoming increasingly essential in this part of the customer journey: “An unclear or restrictive returns policy can instantly turn potential buyers away”. To build trust from the first click, brands must go beyond the basics – offering local language translations, aligning the tone of voice with brand identity, and eliminating confusing fine print.
Seamless, branded customer journeys require frustration-free returns
Another key area of discussion was the importance of treating returns as a key part of the brand experience. As Tim highlighted, the returns journey should be fully integrated into a brand’s customer strategy, not treated as a separate element. Leading fashion brands ensure that their returns platform mirrors the main website in terms of look, feel and functionality, with consistent branding, language and intuitive navigation.
By reducing customer effort through features like auto-filled order details, QR code drop-offs and convenient home pickups, brands eliminate friction and create a returns process that feels like a natural extension of the purchase journey. Avoiding pain points, such as overwhelming return reason options, keeps the experience smooth and frustration-free. When returning an item is as simple and transparent as buying it, customer trust grows. And trust is what fuels repeat purchases and long-term brand loyalty.
The innovations that help achieve a smarter returns process
In addition to viewing returns as a core part of customer journey design, Eric, Tim and Peter discussed how technology and innovation have played a key role in making seamless returns accessible to more and more fashion brands. Solutions can include:
- Real-time tracking and milestone-based branded status updates to keep customers in the loop.
- Smart refunds, issued at cross-dock points instead of waiting for arrival at distribution centres, speeding up the process.
- Data analytics that identify high-return products, common return reasons (e.g. sizing or quality issues) and regional return preferences (e.g. QR code vs. printed labels).
The insights gained allow brands to fine-tune their product offering and user experience, and even test paid return models in a customer-friendly way. Moreover, the integration of circular practices, like refurbishing or recycling returned items, can align returns with a brand’s sustainability values, further reinforcing consumer trust.
Turning returns into a differentiator for your brand
As Eric, Tim and Peter explained, returns don’t have to be a burden – they can be a competitive advantage. A well-executed returns programme improves customer retention, reduces customer service workload and deepens brand engagement. By treating the returns journey as a vital, branded touchpoint, rather than an afterthought, retailers can truly turn it into a loyalty-building aspect of the customer journey. Whether through timely communications, seamless refund experiences or actionable insights from returns data, the brands that get returns right are the ones that stand out.
Want to find out more about optimising returns? Press play on the Beyond Threads podcast or get in touch to learn more about how Bleckmann can help you transform your returns process.
