How Protest manages to reduce returns by 48%

About Protest

Protest was founded in the Netherlands, one of the flattest countries on Earth. Home to exactly five hills and fourteen waves, they counted the obstacles and said, "Forget logic, forget barriers—let’s do what we love." From day one, they’ve been committed to making the world a better place for boarders, whether on the slopes or in the water. They achieve this by designing stylish and functional sportswear at an affordable price.

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The challenge

We spoke with Michiel van der Poel, Head of Data at Protest, about the strategies they’ve implemented to reduce return rates. Michiel explains:“We noticed a higher-than-average return rate on certain products, and that became the starting point for this project. Our goal is to continuously lower return rates to improve profitability and customer satisfaction for our products. So, we decided to dive into the data to figure out how we could achieve this goal.”

Embracing data-driven solutions

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Michiel elaborates:
“With the help of Returnista, we identified items with return rates significantly above our average. To reduce those returns, we analyzed return data to uncover the dominant reasons behind them. The Return Rate Impact Index was instrumental in pinpointing the products we needed to prioritize. This index considers both return frequency and sales data, offering a clear roadmap for action.

We also used the Returnista dashboard to examine country-specific differences, enabling us to make product adjustments tailored to each market.”

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The results

This proactive, data-driven approach led to a 48% reduction in returns for the targeted items. Michiel shares:
“This decrease is a major win for Protest, resulting in improved customer satisfaction and higher profitability. We’re now expanding our analysis to more product categories to further lower overall return rates. It’s an ongoing process; with every new category or collection, we incorporate insights from previous launches.

We’re especially pleased to have achieved an 8% drop in our overall return rate relatively quickly, and we’re now taking additional steps to build on this success.”

A step-by-step approach

Protest Sportswear’s case provides valuable lessons for businesses seeking to improve profitability and reduce return-related costs. Here’s a quick overview of three steps you can take to lower your return rates in the short term:

1. Gather data:
   Data is powerful. Understanding why customers return products can unlock practical solutions. Use tools like Returnista or your own BI systems to collect the data needed for the next step.
2. Analyze the data:
   It’s not enough to simply gather data—you need to take informed actions based on your findings. Need help with analysis? We’re happy to assist, even if you’re not a Returnista customer.
3. Take action:
   Act on your insights, but remember that this is an ongoing process. For every new collection or product launch, repeat this analysis to ensure continued improvement. The payoff? Happier customers, reduced return costs, and better bottom-line results.

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