Process omnichannel returns, exchanges, and credits
Author:
Fluent Commerce
Changed on:
22 Oct 2025
Problem
Without integrated systems supporting exchanges and cross-channel service, retailers can only process simple refunds and cannot offer customers the convenience of exchanges, store credits, or resolution across different channels.
This limits customer retention opportunities, forces customers into less desirable outcomes, and prevents service teams from providing flexible solutions. The inability to support omnichannel returns and exchanges results in lost revenue from customers who would exchange rather than return, and creates inconsistent experiences across touchpoints.
Example
A sporting goods retailer could only process returns as refunds through their system, losing customers who wanted to exchange for different sizes or colors. Store associates couldn't look up online orders or process returns for online purchases, forcing customers who came to stores to ship items back instead. This inflexibility resulted in lost exchange revenue as customers took refunds and repurchased from competitors rather than waiting for the two-transaction process. The retailer estimated significant revenue loss from customers who would have exchanged but instead returned and never repurchased.
