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.
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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 fashion returns accessible to more and more brands. Returns Management 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 and returns management ? Press play on the Beyond Threads podcast or get in touch to learn more about how Bleckmann can help you transform your returns process.
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Transcript
Eric (Host):
Hi there, and welcome to another episode of the Beyond Threads podcast by Blackmon. As always, I’m your host Eric Janssen Steenberg, and I’ll take you on a brief journey to explore trends, new technologies, services, and innovations in fashion and lifestyle supply chain management and logistics. Today’s topic is all about returns—how to manage them properly and keep an overview.
For this topic, I’m joined by my good friends and colleagues Peter Finstra and Tim Desmet. Thank you for being here, guys.
Peter:
Thank you for the invite, Eric. It’s great to be here.
Tim:
Absolutely.
Eric:
Peter, can you kick things off by introducing yourself and explaining why having a clear returns policy is so important for the customer journey, satisfaction, and subsequent steps?
Peter:
Of course. I’m Peter Finstra, and I’ve been in the transport and logistics industry for over 20 years. I’ve worked the past two years at Blackmon as a Program Manager for returns, specializing in this subject. Over the past years, the significance of the returns journey has grown. Market studies show over 50% of consumers check a return policy before making a purchase. It’s all about clarity, transparency, and delivering on promises.
Eric:
Absolutely. As a supply chain enthusiast, I admit I always check the returns policy before buying. This is only increasing, so it’s essential for brands to have a clear, functioning policy.
Eric:
Tim, to gain consumer trust, transparency is key. Can you introduce yourself and explain how Blackmon approaches this?
Tim:
Sure. I’m Tim Desmet, and I’ve been with Blackmon for 20 years, working as an IT Transport Project Manager for the past eight. At Blackmon, we have our own returns software, which is unique as a 3PL. We provide multiple options to create return labels, including customized return pages for end consumers.
Our goal is to enhance the customer experience—not just what the customer sees when initiating a return, but also offering as many return options as possible. This builds trust between the retailer and the consumer, encouraging repeat purchases. Trust reduces returns, which is a key goal for retailers.
The return policy should be easy to access, transparent, and adapted for international customers. Keeping it simple is crucial.
Eric:
One of Blackmon’s key pillars is that this is a true end-to-end process. The customer receives updates on a return platform that matches the look and feel of the sales process, creating a “warm and fuzzy” feeling rather than seeing returns as a nuisance.
Peter:
Exactly. The customer journey usually starts on the retailer’s website, which guides them through the return platform. It should have the same look, feel, wording, logo, and branding as the retailer’s website. Minimizing the number of clicks to generate a return label is important.
Eric:
Typically, the consumer enters order details, selects items to return and reasons, and chooses a return option. Options include printing a label at home, requesting a QR code to print at a pickup-drop-off (PUDO) location, or home pickup.
Tim:
Technology and innovation enhance returns by making them cost-effective, efficient, and customer-friendly. For example, real-time tracking allows the customer to monitor the return’s status. Smart refunds can be issued once items arrive at a cross-dock warehouse, rather than waiting for the final DC. Sustainability is also important, with returns being refurbished, reused, or recycled. Data-driven insights from returns help optimize the process.
Peter:
At Blackmon, we take a hands-on, customer-centric approach. We’ve defined over 10 milestones in the customer journey where branded messaging can keep consumers informed. This reduces calls to retailers, lowers costs, and enhances customer experience. Customers stay engaged with the retailer, not Blackmon, which strengthens brand loyalty.
Eric:
Tim, how can returns data be used to improve the returns program?
Tim:
All data from the returns process—including items returned, reasons, and preferred return methods—can be analyzed for patterns. For instance, frequent size-related returns can be addressed by adding a size guide, while repeated quality issues can be addressed with suppliers. Preferences for QR codes versus labels can guide logistics decisions. Data helps retailers make better, customer-centric decisions and can also contribute to brand loyalty.
Peter:
Key elements of a strong returns journey are simplicity, visibility, transparency, fast refunds, and an overall branded experience. Offering paperless solutions like QR codes and ensuring smooth information flow builds trust and improves customer experience.
Eric:
Exactly. The solution is white-labeled, under the brand’s name, and contributes to the success of the brand by providing analytics, smooth processing, and status updates. It’s a valuable partnership.
Eric:
Thank you very much for the valuable insights. That brings us to the end of this podcast. For those with questions, more information on Blackmon’s returns solution is available via the website’s “Get in Touch” section or directly via LinkedIn.
Thank you again, and I hope to see you at the next episode of Beyond Threads.
