How Oh Polly boosted NPS by 156% with a revamped returns experience
How Oh Polly boosted NPS by 156% with a revamped returns experience
Overview
Oh Polly partnered with Loop Returns in 2023 to transform their returns experience and create new opportunities for customer retention and revenue growth. The partnership has delivered remarkable results across customer satisfaction, financial performance, and operational efficiency.
Results
- 156% Increase in NPS for returns journey
- 107% Increase in average returns order spend
- 20% Reduction in cash refunds (US/Australia)
Oh Polly is a fast-growing online fashion retailer that operates across the UK, US, and Australian markets. Known for their trendy, statement pieces, Oh Polly has built a loyal customer base by staying ahead of fashion trends and delivering quality products that help customers look and feel confident.
Like many fashion e-commerce brands, Oh Polly faces the challenge of high return rates inherent to online clothing shopping. Customers often need to try multiple sizes or styles before finding the perfect fit, making returns a critical part of the customer journey. However, their original returns process was creating friction and disappointment rather than building loyalty.
"We were sitting around 25 in our NPS for the returns [customer] journey. Now we're at 64-65," says Emily McMorran, Customer Journey Manager at Oh Polly. "It has been a huge leap [offering] different options and [making] the portal experience seamless. It really helps customers get a quicker return."
Returns Strategy
Oh Polly's transformation began with creating a frictionless returns experience that customers actually enjoy using. Loop's returns portal replaced their previous cumbersome process with an intuitive, self-service platform that gives customers multiple options and puts them in control.
Key Improvements:
- Customers can easily initiate returns, choose their preferred resolution method, and track their return status - all without needing to contact customer service.
- NPS for the returns journey jumped from 25 to 64-65, representing a 156% improvement that directly impacts customer loyalty and likelihood to recommend the brand.
Exchanges Strategy
Instead of simply processing refunds, Oh Polly uses Loop's exchange functionality to create upsell opportunities and retain revenue. The key is strategic incentivization that makes exchanges more attractive than refunds.
"Customers may opt for a [refund], but we look at ways to incentivise them into choosing other options," explains McMorran. "We add a little bonus incentive. For instance, £5 on top of the amount they're exchanging, to entice them to spend more money."
Results from Exchanges:
- 10% reduction in cash refunds in the UK
- 20% reduction in cash refunds in the US and Australian markets
- 63% increase in average returns order volume (from 3.29 to 5.37)
- Average returns order spend jumped from £242 to over £500 (107% increase)
- Up to 3% upsell ratio on exchanges across core markets
Insights
Beyond improving the customer experience, Loop provides Oh Polly with valuable data insights that inform product development and inventory decisions. The platform's flexible return reason tracking helps identify patterns and issues that might otherwise go unnoticed.
Benefits of Data Insights:
- Identify specific products or sizes that consistently have issues
- Understand customer sentiment and feedback in their own words
- Make informed decisions about product improvements and inventory planning
- Spot trends that can inform future product development
Since implementing Loop, Oh Polly has transformed their returns process from a necessary cost center into a strategic advantage that drives customer satisfaction, retention, and revenue growth.
The results speak for themselves: higher customer satisfaction, increased order values, reduced refunds, and valuable product insights that inform business decisions. Oh Polly's success with Loop Returns demonstrates how the right returns platform can turn a traditional pain point into a competitive advantage.