Senita Athletics turns refunds into exchanges with Returnly
See how Senita Athletics increases retention and revenue by allowing their customers to exchange for anything.
As a startup, Senita used a basic returns automation tool to make it easier for their Sisterhood to return an unwanted item. But as their community grew, so did the expectations of their shoppers. “They really wanted additional return options especially around exchanges. As a consumer myself, I totally understand that,” said Head of Customer Service, Natalie Heylen.
Returns weren’t just a pain for their customers — the entire operations team struggled to keep up. “My team processes returns twice a week, and on those days we received 30-50 messages from our warehouse team plus back-and-forth in order to fulfill exchanges.” Time spent managing exchanges clogged up the customer service team, bottlenecks got bigger, and delays got longer.
Natalie knew it was time to bring on a more sophisticated solution. “Customers have told us ‘I love you but your return process is terrible, and I won’t buy your products anymore.” As peak season approached, it was crucial to make the switch to help save sales and grow their business.
Natalie evaluated return solutions and chose Returnly. “Returnly gives us the return and exchange capabilities we need to meet our customers expectations. It is like night and day compared to the manual process that we had before.”
Returnly’s Shop Collections functionality was a deciding factor to facilitate their biggest challenge — exchanging for different items.
“We build Shopify collections around our best sellers, like our joggers, making it really easy for our customers to find something we know they’ll love. We also have a New Release collection because we find there's a lot of returns due to sizing of new products, and want to make it easy to exchange.”
With peak season approaching, Natalie knew they needed to act quickly. “Last year we had a lot of gift exchanges and we didn’t know how to process those without refunding back to the original credit card. Now we can give our holiday shoppers an easy way to exchange and always find a product they love.”
“Our customers are loving the new experience. They really appreciate being able to choose a new item rather than a traditional return,” said Natalie. With Shop Collections, Senita converts 16% of returns into an exchange and generates on average $7.50 of incremental revenue per exchange.
Operations have also improved drastically. The team reduced their internal messages from 30-50 twice a each week to just a handful. Previously they received a lot of support emails from shoppers about their return status so they use automation to process refunds after five days to avoid delays. This helps them process 99% of RMAs then focus on returns that need manual intervention and move on.
With Returnly in place, and returns and exchanges on autopilot, the Senita team can focus on growing its business and community.
Industry Athletic Apparel
Key Products Shop Collections
“Now we can give our customers an easy path to exchange for a different size or color, or a new product altogether. It's like night and day compared to the manual process we had before.”
Natalie Heylen, Head of Customer Service
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