The returns process and reverse logistics is one of the more difficult aspects of running a retail business, but making the experience better for shoppers has its benefits.

And it appears that retailers are starting to take that heart, although with some caveats. While retailers are making their return policies much more rigid, including payments and tighter return windows, consumers are getting used to paying for conveniences that used to be free and, in turn, some shoppers are happy with their experiences, so long as they get something out of it.

Overall, when considering their most recent return experience, an overwhelming majority of Americans (87%) report the process was easy, with nearly half (49%) saying it was “very easy,” according to a new survey conducted by Harris Poll in partnership with Retail Brew.

Keep reading here.—KM

Fashion brands were early adopters of creator strategies, and they haven’t looked back since. Why? Because these partnerships help brands expand their reach and accelerate growth.

And as creator strategies evolve and consumer expectations shift, your brand needs to stay current on the latest trends and best practices. Get all that and more at LTK’s upcoming webinar, Fashion’s Runway to Success.

You’ll hear why there are more opportunities for creator partnerships than ever before and learn how to find creators that align with your brand. Plus, you’ll leave with tangible tips on how to maximize your creator marketing strategy as a whole.

Block your cal for Oct. 18 and get ready to level up your creator strategy. Register for the LTK webinar here.

Last fall, Digital Voices, an influencer marketing agency with offices in New York and London, was wrapping up a Halloween TikTok influencer campaign for Yoplait UK’s Frubes brand, the yogurt for children in a squeezable tube that’s marketed as Go-Gurt in the US. Reviewing comments to the influencer videos, Digital Voices CEO Jenny Quigley-Jones noticed some had nothing to do with Halloween.

“Might be just me,” commented @dadvgirls on Instagram Reels, “but in the summer I freeze my frubes and then have…a kinda lolly.” (Popsicles in the UK, as Harry Potter fans know, are called “ice lollies.”)

Other parents on Instagram Reels chimed in that they froze their Frubes, too, some noting the ancillary benefit for their on-the-go offspring. Commented @lanaslittlemunchkins, they “help keep the lunchboxes cooler in summer.”

It’s not uncommon for brands to capitalize on TikTok trends, inserting themselves into the conversation when users discover, say, that they can make ice cream from cottage cheese, or that smearing Vaseline on their faces before bedtime improves their complexions.

But a few comments on an Instagram Reel does not a trend make, which is why what happened next is surprising.

Keep reading here.—AAN

On Wednesdays, we wear pink spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

We’re getting to know Chelsea Moore Shannon, co-founder and CEO of gifting platform BOXFOX.

How would you describe your job to someone who doesn’t work in retail? At BOXFOX, we enable you to send custom gifts and care packages comprised of your favorite brands and topped with your note, handwritten by us. We also do large-scale corporate gifting, from custom gifting projects, to media mailers, to elevated swag and promotional gifting. My main job right now is driving innovation, offerings, profit, and creativity while simultaneously navigating a trickier year with regards to sales and capital availability.

One thing we can’t guess about your job from your LinkedIn profile? I’m still very hands on with marketing and design, often live sketching things for our in-house team to work off of directly or having really active working meetings.

What’s your favorite project you’ve worked on? Every single year, concepting and launching the holiday collection is my favorite project to work on.

Keep reading here.—EC