customer loyalty

Coca-Cola made headlines by launching a prebiotic soda line to compete with upstarts like Olipop (CNBC). It’s a clear sign that the $1.85B Shopify-powered Olipop has shaken up the soda industry by creating a brand that fans can’t stop raving about. As Olipop’s CEO, Ben Goodwin, put it: “Imagine being a bedroom entrepreneur… and five years later two of the largest brands on Earth are entering the space” (Ad Age). While giants are splurging on flashy launches, Olipop’s real strength lies in an o

Remember when free returns were the DTC cheat code? They lowered buyer anxiety, fueled “bracketing” (buying multiple sizes, planning to return most), and helped brands win first-time shoppers. But what started as a trust-builder has become a margin-eater. 63% of consumers now buy with the intention to return extras, up from 55% pre-pandemic (Axios). In 2023, U.S. shoppers sent back $743 billion in goods—14.5% of all retail sales (Financial Times). Apparel is ground zero: online return rates ave