Setting the Stage
Easyclothes, a key player in the fast fashion industry, has experienced explosive growth, now processing more than 300,000 orders annually. Relying on a high-volume business model, it transitioned from Prestashop to Shopify to accommodate its scaling requirements effectively. This migration was essential to streamline operations and ensuring a seamless customer experience during rapid expansion.
Addressing the Challenges
This rapid growth brought several key challenges. The sheer volume of returns became overwhelming, creating an urgent need for efficient automation. Controlling return costs also became crucial, necessitating the proper allocation of return fees to customers.
Additionally, reducing the return rate by understanding and addressing the underlying causes of returns, while maintaining a customer-centric return experience, was vital.
The key Objectives
To address these challenges, Easyclothes aimed to streamline the generation of return labels and maintain control over return costs by assigning return shipping fees to customers according to their market and carrier. Additionally, they aimed to decrease the return rate by leveraging advanced return data to enhance product descriptions and better align with customer expectations. This strategy is vital considering their multi-market presence across Europe, utilization of various carriers (such as Chronopost, Colissimo, and Mondial Relay), and reliance on negotiating carrier rates due to handling large volumes.
In an ever-changing market, we have reinvented our marketing approach and customer service, while placing returns management at the heart of our strategy. With volumes continuing to grow, we had no choice but to develop a transparent and efficient returns system, guaranteeing our customers a smooth and reassuring experience."
An Easy Solution
Easyclothes partnered with yayloh to leverage its powerful automation features and rule engine. yayloh’s automation capabilities enabled Easyclothes to generate return labels using the same carrier chosen by the customer for delivery. This ensured consistency and familiarity for the customer while optimizing operational efficiency.
The rule engine in yayloh allowed for precise calculation of return shipping fees based on different markets and shipping carriers. This automation ensured that fees were appropriately allocated to customers, helping Easyclothes control costs effectively. Additionally, yayloh streamlined the refund process by automatically generating gift cards of the correct value directly in Shopify, speeding up refunds and encouraging future purchases.
Thanks to yayloh's rules engine, we have been able to adapt our returns process to our business objectives with remarkable flexibility and robustness. We have developed an intelligent table that associates each return with a specific country and carrier. This allows our customers to make their returns with the same carrier as originally, preserving their habits while guaranteeing them a fair price.
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Goodbye Returns, Hello Retention
By working closely with yayloh’s detailed data reports, Easyclothes gained valuable insights into return patterns. These weekly reports enabled the team to identify common issues or misunderstandings about product features through return data. By refining product descriptions based on this data, Easyclothes could better align customer expectations with the actual product, thereby reducing the number of returns by 5.5%.
We use returns data and results by item to proactively reduce our returns rate. Thanks to detailed reports, we can quickly identify items that need more guidance on sizing or those with quality issues. This analysis allows us to adjust our offer and improve the customer experience, while minimising returns.
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Easily Achieved Results
Implementing yayloh’s automation features led to significant improvements. Automating return label generation and refund fee calculations drastically reduced manual intervention, freeing up resources and ensuring timely processing.
By appropriately allocating return shipping fees to customers, Easyclothes managed and mitigated return-related costs more effectively. Despite the automation, the return process remained customer-centric, maintaining high levels of customer satisfaction. Adjusting product descriptions based on return data helped lower the return rate, enhancing overall customer satisfaction and reducing unnecessary operational strain.
Wrapping it up
Easyclothes' collaboration with yayloh showcases how leveraging automation and data-driven insights can address the challenges of high return volumes and costs in the fast fashion industry.
By automating return processes and using advanced return data to refine product offerings, Easyclothes streamlined operations and maintained a strong customer focus, setting a benchmark for other fast fashion brands to follow.
It's a real pleasure to work with yayloh. Implementing their solution was easy, thanks to Easy Clothes and Yayloh working hand in hand. Yayloh stands out for its responsiveness and its willingness to understand our processes in order to offer us appropriate advice and give us the benefit of their expertise.
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