Turning customer returns into product innovation: Charles Tyrwhitt's strategic approach
Charles Tyrwhitt have always been a business that listens to and puts their customers at the heart of everything they do. They recognise that understanding customer feedback is more than just a best practice—it's a critical pathway to product improvement.
After identifying a high returns rate on boots, Sara Hyams, Buyer for Charles Tyrwhitt, decided to take a deep dive into their customer feedback to help identify the problem. Using feedback as the foundation, they were able to successfully transform customer challenges into a strategic opportunity for improved fit.
Quick read: Key insights from Charles Tyrwhitt
- They identified a high returns rate across their boots and decided to investigate
- Using customer feedback as the foundation of their investigations they were able to identify a fit issue
- They employed an additional campaign to collect customer surveys to each customer who returned an item to understand the issue
- Proactive feedback analysis led to them to identify the issue was with the fit across the entire product range
- As a result, they made significant product improvements, adjusting the fit of their entire range of boots
The challenge: Understanding high return rates
Charles Tyrwhitt noticed an alarming trend in their boot sales, particularly in the German market. Customers were purchasing multiple pairs but returning most of them, indicating a potential sizing or fit problem. The return rates were significantly higher than expected and didn't correlate with overall sales numbers.
"We could see issues in our returns data, but we just didn't understand why," Sara Hyams, Buyer for Charles Tyrwhitt, explained.
Sara recognised that there was an issue that needed investigation, and that customer feedback could help them establish the problem and solution.
The investigation: A comprehensive feedback approach
To address this challenge, Charles Tyrwhitt implemented a multi-step investigation:
- Conducted an internal survey targeting German customers specifically
- Collaborated with Feefo to develop a specialised returns questionnaire
- Performed a best-in-class fit review across multiple markets, including the US, UK, and Germany
- Analysed comprehensive return data and customer feedback
The breakthrough: Identifying fit issues
The research revealed a critical insight: the majority of boot returns were due to sizing issues. Specifically, customers found the boots consistently too large. This wasn't a minor concern; it was a systemic problem affecting customer satisfaction.
The solution: Strategic product redesign
Armed with comprehensive customer feedback, Charles Tyrwhitt took decisive action:
- Reviewed and adjusted boot fit across their entire boot collection
- Aligned their fit more closely with market standards
- Prepared to market the improvements as a customer-driven innovation
The impact: Measuring success
While the full impact is yet to be determined, as the new range of boots with the updated fits will launch in Autumn 2025, Charles Tyrwhitt are anticipating:
- Reduced return rates
- Improved customer satisfaction
- Potential increase in sales due to better-fitting products
- Enhanced brand reputation for listening to customer feedback
"We're excited to shout about how we're listening to our customers," Sara Hyams noted, highlighting their commitment to continuous improvement and customer-centricity.
Future outlook: A feedback-driven strategy
Charles Tyrwhitt sees this as more than a one-time fix. They're committed to:
- Implementing a fit widget across all shoe products
- Continuously monitoring customer feedback
- Rapidly responding to sales and return trends
- Expanding their data-driven approach to other product lines
Charles Tyrwhitt' journey demonstrates the power of truly listening to customers. By transforming raw return data into actionable insights, they've not just improved a product—they've developed a strategic approach to product development that puts customer experience at the forefront.
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Interested in how data-driven insights can transform your product strategy? Learn from Charles Tyrwhitt' innovative approach.
