Make loyalty a priority with rewards and returns

Author

Stephen Babcock
August 25, 2022

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Another DTC brand heads to the marketplace. By selling its Bike and accessories on Amazon, Peloton is shifting away from the direct approach it had long employed as it seeks to get back to growth amid post-lockdown consumer shifts. One data point that helped in decisionmaking: There are already 500,000 searches a month for Peloton on Amazon.

Generous returns policies are now a feature of the ecommerce customer experience. But as the send-backs skyrocket and brands face mounting supply chain costs, many are exploring new options, from encouraging exchanges to allowing customers to keep their items. We talked to Loop Returns President Aaron Schwartz about how post-purchase is a crucial connection point with customers.

Luxury ecommerce platforms are uniting in a deal that paves the way for Farfetch to acquire Yoox Net-a-Porter. Farfetch’s platform solutions group will also serve Richemont brands. It’s a big step toward building “an independent, neutral online platform for the luxury industry that would be highly attractive to both luxury brands and their discerning clientele,” Richemont Chairman Johann Rupert said.

Offering rewards can help build loyalty among existing customers at a time when acquiring new consumers is getting more difficult. We break down a pair of programs launched this week, including a Walmart+ tie-in between rewards and retail media, and Bath & Body Works’ bid to grow omnichannel experiences.

A combination of rising residential deliveries for ecommerce and inflation is causing financial duress for those who work with carriers to deliver packages. It’s leading Spencer Patton to call on FedEx to provide more support for contractors by Black Friday, and the elimination of Sunday deliveries.

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