Idea and implementation
The returns process remains one of the most overlooked buying stages when it comes to retailers investing in customer experience, despite its unique potential to leave a lasting brand perception with consumers. Re-use sought to highlight the role of returns as a strategic opportunity, while positioning Re-use companies Advanced Supply Chain and ReBound as the natural choice to support retailers in this area.
To position Re-use as a leading voice on the topic during peak season, we developed a PR campaign rooted in timely insights and expert commentary on seasonal challenges and consumer behaviours. In particular, we focused on the often-forgotten role of returns in the broader customer experience.
We launched new research that revealed the extent of retail returns during the golden quarter, revealing insights such as 33% of purchases being likely to be returned, the rise of shoppers buying Christmas gifts on social media, and festive buying trends like the 15% of customers returning Christmas Jumper Day outfits. These insights allowed us to create rich narratives that resonated with retailer audiences.
Using returns data, we introduced “Returns Tuesday”, the day predicted to be the busiest for handling post-Black Friday returned items, creating a strong media opportunity to share practical advice with retailers. Returns Tuesday has since been picked up as a recognised term by competitors and media alike, helping to cement Reconomy Re-use as a true leader in the returns space.
We also developed engaging hooks including “Secondhand Santa”, tapping into important themes of sustainability and the circular economy during the festive season.
We worked proactively with trade media and key industry organisations covering peak season, providing expert commentary and thought leadership from key spokespeople at Advanced Supply Chain and ReBound.
