Introduction: Returns as a Strategic Differentiator

Returns have long been viewed as a necessary burden in eCommerce. But in this powerful DELIVER Europe breakout session, BESTSECRET and MS Direct shared how returns — especially from complex cross-border markets like Switzerland — can be reimagined as a powerful strategic lever.

With fashion return rates averaging 40% in countries like Switzerland, the stakes are high. This session explores how a localised “Pro” returns model delivers speed, customer satisfaction, and operational efficiency.

Why Switzerland Matters: High Value, High Returns

Switzerland, while small in population, is a heavyweight in terms of purchasing power. The average basket size is three times higher than the European average — but so are the return rates. Nearly 40% of fashion items are sent back, making returns a critical part of the customer journey.

For BESTSECRET, this made Switzerland an ideal test case for a differentiated local approach, built in partnership with MS Direct.

The Pain of the Old Model

Previously, Swiss returns involved routing items back to Germany — adding days of transit, customs friction, and customer frustration. Delays in refund processing and time lost before restocking made the model inefficient for both customers and the business.

Max Scholte van Mast described it as "spending too much time on the streets," with refunds often delayed by up to 10 days.

Introducing the Local "Pro" Returns Solution

MS Direct’s localised model — their "Pro" tier — transforms this process. Goods are returned to a local Swiss facility, quality-checked, graded (A to D), lightly refurbished where needed, and cleared for customs locally.

Highlights of the new process:

• Returns refunded on the same day as postal drop-off.

• Items restocked in 2–3 days versus 7–10 days.

• Early clarification on problematic returns (e.g. item swaps, missing items).

• Seamless tech integration with BESTSECRET for automation and transparency.

The Business Case: ROI Beyond Logistics

While operating in Switzerland may seem costly, the holistic return on investment was clear:

• Faster time to refund = improved customer satisfaction.

• Shorter time to restock = higher resale of fast-moving items.

• Higher NPS = more membership referrals in BESTSECRET’s invite-only model.

The session also emphasised that 23% of returned items are fast movers. Delayed restocking represents direct revenue loss — a pain solved through localisation.

Flexibility and Scalability

MS Direct's solution is modular. Retailers can choose:

• “Light”: basic receiving and quantity check.

• “Pro”: local grading and classification.

• “Refurbish”: full refurbishment at point of return.

BESTSECRET opted for the Pro model, keeping heavier refurb tasks in their Munich facility, while benefiting from real-time decisioning and clarification in Switzerland.

Conclusion: Localisation as a Loyalty Strategy

Returns aren’t just logistics — they’re customer experience. By handling returns locally and efficiently, BESTSECRET isn’t just saving costs — it’s winning loyalty in a competitive market.

The advice from the session was clear: "Think globally, act locally." Invest in the customer experience through smarter, more empathetic reverse logistics.