Gap Partners With Optoro to Improve Returns Experience

As merchants begin to clamp down on returns, more brands are revisiting how they handle this inescapable aspect of eCommerce, with Gap the latest to announce it’s trying a new way.

In a Tuesday (March 28) press release, returns technology provider Optoro announced that Gap has signed on to make the returns process a better experience for customers and brands.

Including brands Old Navy, Gap, Banana Republic and Athleta, Gap is using Optoro to make the returns experience more intuitive through its online portal “for initiating returns quickly and easily, instant exchanges, fraud-protected customer keep, box-free, label-free drop-off locations, and more.”

“Optimizing the returns process is a key lever to maintain a great shopping experience and support customer loyalty,” said Kevin Kuntz, senior vice president of global logistics fulfillment at Gap.

“With Optoro’s platform, our customers can trust that when they shop with us, whether online or in-store, they will have the freedom and flexibility to return if they need to, without the hassle,” Kuntz said.

“In addition to a simpler and more convenient returns experience, we’re also locking in the next purchase and speeding up processing times to get items back in stock and on shelves faster.”

Optoro bills itself as an “all-in-one returns platform” that integrates with retail systems to transform returns “into a competitive advantage that not only minimizes costs, but also drives revenue growth.” On the consumer-facing side, the returns software “nudges shoppers to choose exchanges over refunds,” as Optoro is also known for its circular economy stance.

The announcement also noted that Gap recently started with Optoro’s nationwide package-less Express Returns drop-off service, saying, “This will be a big boon for customer convenience and generate significant savings through consolidated returns shipping. Optoro’s Returns Experience can generate CSAT [customer satisfaction] scores of 90+ for customers.”

On the back end, Optoro said Gap will benefit from returns management software that helps realize additional value, noting that “95% of eligible new inventory managed through Optoro’s platform is listed and ready to be resold the same day it is received, significantly reducing out-of-stocks for shoppers,” which is known to elevate satisfaction.

“By taking a holistic approach to returns, we are honored to partner with Gap Inc. to lead the market in delivering the customer experience shoppers want, while being a first mover in supply chain innovation that puts the customer first,” said Optoro CEO Amena Ali in the statement. “When retail brands embrace a 360-degree approach, they capitalize on the opportunity to engage with customers, get items back to stock quickly, and drive growth.”