In the fashion industry, returns are often considered an expensive inconvenience for brands, and it’s easy to see why. Processing them effectively requires significant effort, manpower and resources. And e-commerce-driven behaviours such as ‘wardrobing’ and ‘bracketing’ only add to the problem. However, brands that are willing to look at the returns process as a potential asset can turn it into a driver of long-term customer loyalty.
Press play on the Beyond Threads webinar for a deep dive on how optimising your returns process can differentiate your brand, delight customers and deliver strategic benefits. Get the full story from Michelle Stolk, Head of Strategic Transport Projects at Bleckmann.
In returns management, customer excellence is a strategic priority
For today’s shoppers, the returns process is about more than just functionality. In fact, it can often be the deciding factor in whether or not to make a purchase, as Michelle explains: “As customer expectations rise, shoppers want the same level of choice and control over the returns process as the outbound process,” she says. “A complex returns process is a major pain point, causing over 40% of shoppers to consider shopping with other retailers.”1 In short, delivering a simple, streamlined and well-adapted returns process has never been more essential for winning and retaining customers.
Listen To Audio Only
Developing a holistic vision of your returns process
So, how can brands transform returns from a pain point into a powerful accelerator of customer loyalty? The key lies in understanding the optimisation opportunities available at each stage of the customer journey. “From providing a user-friendly returns portal to keeping customers updated with more regular notifications on the progress of their return, fine-tuning every aspect of the returns journey is key to ensure customer excellence,” continues Michelle. “However, without the right tools, many retailers will struggle to manage this complex and potentially costly process effectively on their own.”
Get the support you need to make returns a strategic asset
If you’re unsure where to begin on your returns optimisation journey, working with an expert partner can help. For example, a third-party logistics (3PL) provider can guide you in developing a seamless digital returns experience from A to Z. However, it’s not just about the digital side of things. Customer experience also depends on infrastructure. And a fashion-specialist 3PL can provide the extensive carrier network and expert value-added services you need to manage returns as quickly and cost-effectively as possible.
Working with a specialist partner can also help you to optimise the returns process by generating valuable insights into customer behaviour. For example, diving into the data can reveal which products are being returned more frequently than others. A logistics expert can help you work out why, so you can implement the necessary changes to your supply chain or design process. They can also advise on whether implementing a return fee could be an effective solution to disincentivise behaviours such as ‘serial returning’.
Ready to accelerate your returns optimisation journey?
Finally, a specialist fashion logistics partner can also help make your returns process more sustainable. This could involve minimising packaging waste, consolidating returns, implementing route optimisation technology or offering the option of returning unwanted products to stores. A specialist fashion 3PL provider will have both the scale and expertise you need to take the next step on your returns optimisation journey, striking the ideal balance between convenience, sustainability and operational efficiency. This way, you can ensure that your returns process reflects your brand as well as your products do.
Press play on the Beyond Threads webinar for more insights and best practices on optimising your returns process.!
__________________________________________________________________________________________________________________
Transcript
Michelle Stolk (Bleckmann):
Welcome to the Beyond Threads webinar. I’m Michelle Stolk, Product Owner at Bleckmann for several transport tools, including our outbound labeling platform and online returns portal. Today, I’ll talk about how the right tools can help manage returns and integrate sustainability into your returns program.
Understanding today’s shopper:
Fashion items aren’t just functional—they need to fit and flatter a range of tastes and body types. When expectations aren’t met, it leads to returns. Modern shoppers want the same level of choice and control over returns as the outbound process, including when, where, and how to return items.
A third of shoppers want to know delivery and return options before purchasing online. Clear communication is crucial: what can be returned, the timeframe, the carrier, item condition, and who covers shipping. A complex process causes over 40% of shoppers to consider buying elsewhere.
Some shoppers plan to return items deliberately (e.g., “wardrobing” or “snap and send back”), increasing costs for warehouses and staff. Preferences for return methods vary—courier, post, store drop-off—but in fashion, in-store returns are becoming more popular. Retailers must provide multiple options so shoppers can shop confidently.
Challenges in managing returns:
Returns are complex and time-consuming without the right tools.
How the right tools help:
Increase efficiency: Automating returns minimizes errors, optimizes resources, and reduces costs. Partnering with a third-party logistics provider like Bleckmann provides access to local carrier networks and technical solutions for streamlined returns.
Increase revenue: Features like exchanges or gift cards within the return portal reduce refunds and retain sales, encouraging repeat purchases.
Optimize costs: Returns are expensive to process and ship. Third-party logistics providers can leverage scale and expertise to reduce these costs. Returns involve receiving items, quality inspection, restocking, and refunds—all labor-intensive steps. Proper software and scalable logistics facilities make this more cost-efficient and environmentally friendly.
Increase shopper satisfaction: Providing multiple return methods (store, courier, parcel point, locker) and real-time tracking notifications improves the customer experience.
Generate insight: Returns management software helps understand patterns in returns and exchanges, enabling improvements in design, production, marketing, and overall returns policies.
Sustainability in returns:
Free online returns are becoming financially and environmentally unsustainable. Consider measures like a small return fee for serial returners or rules based on return reasons.
Reduce environmental impact by offering returns to store, encouraging responsible shopping behavior, minimizing packaging waste, and optimizing logistics.
Validate returns before issuing labels for certain cases (e.g., damaged items).
Improve the pre-purchase experience to reduce returns: accurate product descriptions, diverse images, AI-based size/fit tools, and precise sizing info prevent over-ordering (“bracketing”).
Consolidate returns and optimize routes to minimize trips and emissions.
Conclusion:
Managing returns reflects a brand’s values. A balance is needed between sustainability and shopper satisfaction. Shoppers value convenience and transparency, making efficient, customer-friendly returns essential. Partnering with Bleckmann ensures streamlined returns through technical solutions and a robust carrier network, resulting in increased efficiency, reduced costs, and higher customer satisfaction. Sustainable programs, such as in-store returns and optimized logistics, also reduce the environmental footprint.
Thank you for joining today’s webinar.
