26 May 2022
Loop and Happy Returns partner on in-person ecommerce exchanges
Inside the integration between Shopfiy-focused Loop and PayPal's returns service.
Inside the integration between Shopfiy-focused Loop and PayPal's returns service.
Thanks to a new partnership, DTC brands can offer in-person returns.
Loop Returns, a platform which enables returns and exchanges for more than 1,200 brands on Shopify, has a new integration with Happy Returns by PayPal that will allow the items that don't work out quite right to be taken to drop-off locations.
Happy Returns stations Return Bars inside locations like FedEx offices and Staples. At those sites, shoppers can return an item without having to use a label or a box. Shoppers scan a QR code, get a refund and the company then handles the returned items in reusable totes.
With this integration, merchants that use Loop will be able to offer return drop-off at more than 5,000 locations across the US. The collaboration came together organically between the companies, as both entities wanted to offer more convenience with returns.
“With ecommerce returns growing more frequent and often more tedious for consumers, this partnership provides a highly sought-after solution for merchants and their customers,” said Aaron Schwartz, president at Loop Returns, told The Current.
With increased ecommerce adoption, the number of returns is likely to grow. According to the National Retail Federation, about $218 billion worth of merchandise was returned in 2021, meaning returns accounted for 21% of the total spend in online retail in the US.
“Because these returns can be such a cost center, brands not only want to reduce the rate of returns but also improve the process for both themselves and their customers,” Schwartz said. “Additionally, because ecommerce is growing and more DTC brands are being created, the crowded nature of the space can make it more difficult to build long-term customer loyalty. If a purchase experience is so-so, the consumer is more likely to consider exploring other options in the future. But, by offering a variety of return methods and reducing post-purchase pain points, customers can have an experience that can increase brand affinity and the chances they’ll return to purchase again.”
The partnership is designed to bolster that customer experience. Returns can feel like a behind-the-scenes process. They happen post-purchase, and involve logistics. In fact, the process behind returns is grouped under the lesser-known category of reverse logistics. But it's still an area where a shopper interacts with a brand. That means there is opportunity to provide value by offering ease and choice, and even gain the kind of satisfaction that will lead to a repeat purchase. Provide offerings that show you're on the side of the customer and the environment, and it's also a chance to communicate brand values.
“With Loop X Happy Returns, merchants will be able to reduce costs while increasing sustainability and retain more revenue while delighting their customers,” Schwartz said.
(Logo via Loop and Happy Returns)
As with any partnership, the Loop and Happy Returns collaboration holds potential benefits for both of the entities that are teaming up. For Loop, the ability to add an offline capability for returns was a big advantage.
Loop has always offered a variety of return options, such as drop-off at FedEx or UPS, pick-up at home. This allows it to offer more choice.
“Adding Happy Returns to the portfolio of great options increases the likelihood that we can offer the ‘right’ experience to a consumer and Shopify brand. In the post-COVID era of shopping, we hear a lot about crafting personalized experiences. The post-purchase aspect of the customer journey in ecommerce returns is no different,” said Schwartz. “Some customers may prefer in-person returns, while others may not. Everyone is different. But by offering customers as much choice as possible, we can ensure that we are covering all of our 'bases' as a returns provider and reducing potential points of friction.
Schwartz said nearly 62% of shoppers have stated that they are more likely to shop online if there’s an option to make a return at an in-person location.
“Because of that, it’s critical for us to support our merchants by offering shoppers this level of flexibility when they return goods,” said Schwartz.
For its part, Happy Returns' Return Bars look to streamline returns by offering a central location that allows it to group many individual returns together in a single shipment. PayPal took steps to grow Happy Returns earlier this year, making the service free for PayPal Checkout merchants and announcing an expansion to 5,000 locations, including 1,300 Ulta Beauty stores. For Happy Returns, Loop brings expertise in helping brands exchange a product, helping to keep purchase revenue in place even if an item is returned.
“So Happy Returns can expand its customer reach with our new partnership since they’re able to tap into brands who deeply value revenue-retention and have chosen Loop. That allows Happy Returns to increase foot traffic for its retail partners that offer Return Bar services at their brick-and-mortar locations,” Schwartz said.
It’s an example of how ecommerce can embrace a blend of digital and in-person experiences. Shoppers have shown they like the choice and convenience of shopping online, and built habits around ecommerce during the pandemic. But with more reopening activities, they are comfortable moving between physical and digital settings. This partnership is part of a broader vision aimed at making returns easier for shoppers. They’ll speak to customers to learn whether it's successful as they go.
“We have a long-term vision for this partnership, and our ultimate goal is to diminish friction points for the customer wherever possible,” said Schwartz. “Success will ultimately be determined by the feedback we receive from our merchants and their customers.”
On a global level, there are benefits for brands that are mindful of reducing their footprint. With an in-person return, an item doesn't have to be boxed up. That means less cardboard and plastic. At the same time, Happy Returns’ reusable totes are designed to reduce waste.
“This in-person return option benefits us all as it reduces packaging and individual shipments, helping to lessen our impact on the environment,” Schwartz said.
Can Shop Cash entice more users to use the app for browsing and buying?
Shopify is launching a new rewards program for items purchased through its checkout system.
Shop Cash will provide the opportunity for consumers to earn 1% back on purchases made through Shop Pay.
The feature includes a direct tie-in with the Shop app. Users can check their balance through the app, and the rewards are redeemable for future purchases through Shop, as well.
“This is a coming of age moment for Shop. It’s become an incredible app that allows shoppers to discover great brands, check out with one tap, and track orders in real time,” said Harley Finkelstein, president of Shopify, in a statement. “Shop Cash represents the next evolution of Shop, connecting independent brands to more shoppers, and rewarding those shoppers for being loyal fans.”
The launch falls on Shopify’s 17th birthday, so the ecommerce software company is giving away Shop Cash to celebrate. For Shop Day, Shopify partnered with dozens of merchants, including Trixie Cosmetics, MrBeast and Monday Swimwear. They’ll share custom links across channels that offer cash to spend on the Shop app. In all, Shopify will give away more than $1,000,000. Brands will also be running exclusive Shop Cash offers throughout the day.
The rewards program marks a new way that Shopify is aiming to transform Shop into more of a shopping app where users can discover new items, extending beyond its initial use for post-purchase order tracking and management at launch in 2020.
Shopify has been making moves over the last year to provide more opportunities to browse and buy recommended products, as well as giving brands more tools to showcase storefronts and tell their stories. With Shop Pay, the app offers one-click checkout. There are signs that it is all inspiring users to seek out the app. Shopify said 35% of the orders on the Shop app are repeat purchases.
With more brands joining the app and infrastructure for the shopper experience and checkout in place, rewards can help make the app stickier for consumers. The opportunity to earn cash, redeem it and even check a rewards balance are all reasons to keep returning to the app, and make it a destination to shop.
Shopify has long been known as the infrastructure layer of commerce, as it provided the tools for brands to run and manage an online store under their own name. With the Shop app, it is aiming to make Shopify itself a destination for shopping. It remains a nascent effort, even as more brands have taken advantage of the new features to enhance storefronts.
This comes as marketplaces continue to rise across ecommerce, and giants like Amazon and Walmart experiment with tools that do more to boost discovery of new products.
Social media has long been the engine of discovery in ecommerce, especially in the direct-to-consumer realm that Shopify has owned. Users found products on Facebook or Instagram, then finished checkout on a brand's phase. With the push toward privacy making performance marketing more difficult and customer acquisition costs rising, the ecommerce platforms are attempting to take that power into their own hands. With advertising placed close to the point of sale through retail media and the ability to check out on the same page where a user sees a product, marketplaces and Shop are realizing new opportunities to attract, convert and deliver for users within one app. For Shop, the trick is to attract more shoppers to the app. Rewards like Shop Cash are a carrot to do just that.