Happy Returns helps Cariuma raise Net Promoter Scores 43% and increase shopper lifetime Value
Challenge
As a relatively new direct-to-consumer brand, Cariuma faced sales friction from consumers unfamiliar with the exceptional comfort and quality of its shoes. It needed to overcome any reluctance with a no-hassle way to handle returns and exchanges.
Solution
Cariuma turned to Happy Returns to transform the return process from a bad moment to a good one that keeps consumers engaged and enhances satisfaction.
Impact
40%+ higher Net Promoter Scores
20% increase in repeat purchasers
Reduced costs due to aggregated shipping
Faster refunds for happier customers
Cariuma sells stylish sneakers with classic silhouettes that are comfortable, affordable and made in socially conscious ways in ethical factories. The company selects natural premium materials and handcrafts its shoes for the highest quality. Products are delivered in recycled and recyclable packaging via carbon-neutral shipping options.
The Challenge
Three year old Cariuma is a sneaker brand that looks to take market share from legacy brand names creating their shoes in a non ethical or sustainable way. Other than pop-up stores and their collaborations with retailers in the UK such as Selfridges, Cariuma sneakers are exclusively sold online. This presents significant business obstacles for what many consumers may view as an unfamiliar brand.
Are the sneakers true to size? What's the quality of the materials? With no way to touch, try on and look at the shoes in person, sales friction is created that can sometimes make shoppers hesitate to buy.
Cariuma also strives for sustainability and ethical practices with every piece of the business. This has involved a completely different approach to everything it does—from sourcing raw materials to streamlining exchanges and returns.
The Opportunity
As a young, direct-to-consumer brand, Cariuma knew it needed to create a shopping experience that was as satisfying and frictionless as possible. The brand's timeless designs are influenced by open dialogue the company has with customers. The sneakers fit well and are comfortable from day one. In addition, Cariuma offers express shipping on purchases, often free with a valid code.
But just as important, the company teamed with Happy Returns to offer free, no-hassle returns and exchanges.
“The post-purchase journey is where you can build loyalty and make consumers true ambassadors of your brand. The goal is to transform an exchange or return from a bad moment into a good one that keeps consumers engaged.”
— Felipe Araujo, Chief Digital Officer, Cariuma
The Solution
Initially, Cariuma processed exchanges and returns manually, relying on its service team to print shipping labels and juggle new orders on the back-end. But for Cariuma, the customer experience is always the main driver. And it quickly became clear that Happy Returns ensured the best possible experience for the brand's customers.
Happy Returns makes returns and exchanges a breeze. Cariuma shoppers can easily start the process online, generating a QR code that allows them to drop off returned shoes box-free at nearly 10,000 Return Bar locations across the U.S., rather than having to print labels, package everything, hunt for the right carrier and wait weeks for a refund.
The result is that Happy Returns has helped further boost sales, encouraging consumers to place more orders worry-free, and increasing customer satisfaction. The simplicity of the process has also played a role in building consumer loyalty that generates more repeat orders and produces higher lifetime value (LTV).
“Using Happy Returns has huge repercussions on our marketing. We keep customers happy, increase sales and ensure retention. And our service team can be more proactive with other issues.”
— Felipe Araujo, Chief Digital Officer, Cariuma
"We appreciate the low cost, ease of rolling out the solution and fast time to market," Araujo continues. "But the big differentiator has been Happy Returns' nationwide network of Return Bars—that's essential to delivering an outstanding experience."
Araujo also cites Happy Returns' support for exchanges and returns globally. In its first month in business, Cariuma shipped its shoes to 29 different countries, so simplifying returns worldwide has been critical.
The Impact
Higher Net Promoter Scores
Since implementing Happy Returns, Cariuma has seen its Net Promoter Scores rise by 43%. More satisfied customers have, in turn, contributed to a decrease in the overall customer contact rate—freeing Cariuma's service team to add more business value.
Increased repeat purchasers
Nothing means more to Cariuma than having consumers touch and try on their shoes— falling in love with them and making additional purchases. Cariuma has recently experienced a 20% increase in repeat purchasers since launching with Happy Returns. "While other company wide efforts certainly contributed to this 20% lift, Happy Returns played a significant role in achieving these gains."
Reduced costs and faster refunds
With the company's products fabricated in Singapore, Happy Returns' ability to aggregate and ship returns in bulk in reusable containers not only reduces costs, but it also enhances sustainability. In addition shoppers get refunds at first scan, rather than having to wait for packages to be received in Singapore.
Looking ahead
Cariuma appreciates the way Happy Returns has stepped up to meet any challenge, working closely together to offer customers a better experience and aggregating returns to minimize Cariuma's carbon footprint.
"Happy Returns partners with us to ensure that our customers' post-purchase experience is as positive as their pre-purchase journey. That's super important," Araujo concludes.