Returns down 35%. Margin recovered.
A wellness brand had a 14% return rate. Root cause analysis showed most returns were wrong-product selections, not quality issues.
UK Wellness Brand - Wellness / Supplements
-35%
Returns reduced
GBP 16K
Annual savings
+18%
Basket value
The challenge
14% return rate costing GBP 45K/year in refunds, shipping, and customer service. Root cause: customers selecting wrong products for their needs due to confusing product range and no guidance.
The approach
Built on-site routine advisor: concern-based product matching, routine builder, post-purchase usage guidance emails. Reduced wrong-product purchases at source.
The outcomes
- Return rate reduced from 14% to 9%
- GBP 16K/year saved in return costs
- Customer satisfaction scores increased
- Average basket value increased by 18% (routine purchases)
"Most of our returns were not quality issues — customers were just picking the wrong products. The advisory system fixed that at the source."
Head of Ecommerce, UK Wellness Brand