Ever-Pretty Reduces Return-Related Inquiries by 43% With ParcelPanel
Business Profile
When Anna Shi started Ever-Pretty, she aimed to inspire confidence one dress at a time. Two decades later, her brand’s sartorial expertise is evident in over 1,000 styles for prom, wedding, evening, cocktail, and casual dresses.
Brand: Ever-Pretty
Industry: Apparel & Accessories
Platform: Shopify Plus
Country: UK
Year Founded: 2005
Employees: 201-500
Usage: Since January 2025
The Challenge: Complicated Post-Purchase Workflow Impedes Customer Satisfaction
Since its launch, Ever-Pretty has been dedicated to helping women dress elegantly and feel empowered.
The brand offers a wide array of affordable yet high-quality garments. Perks like free shipping for orders above a certain threshold have helped it grow sales to over 100 countries.
As the business grew, so did the complexity of its post-purchase operations. A 48-hour processing time for ready-order pieces and a few weeks for custom dresses was bearable for most customers.
However, when compounded with a 3-10 business day shipping time, it contributed to post-purchase anxiety.
The result: more WISMO inquiries and dissatisfaction with the delivery experience, which led to numerous return requests.
“The business’s Achilles heel was the lack of shipping visibility and an overloaded customer support team. Frequent delivery issues not only overwhelmed our team but also led to significant cost losses. The situation was made worse by our primarily manual returns processing.”
Anna Shi, owner and CEO of Ever-Pretty
Ever-Pretty customers are allowed a 30-day return period after purchases. However, Anna’s team needed to manually review the return request, approve it, and provide the shopper with a custom return address. This inefficient process caused many customers to worry about whether they would receive a refund.
At the same time, the Ever-Pretty team was aware that customer satisfaction would be affected if the situation remained the same.
Additionally, with international shipping to over 100 countries, package loss and damage incidents were becoming costly problems.
Ever-Pretty was absorbing the full expense of replacement orders while customers faced frustrating experiences when packages went missing. The difficulty in pursuing carrier claims only compounded these losses.
The Search: On the Hunt for a Tailor-Fit Solution
To address this growing concern, towards the end of 2024, Ever-Pretty determined it was time to revamp its post-purchase solution, including order tracking, shipping protection, and returns and exchanges.
The brand had ambitions to keep growing, but increasing customer complaints about the lack of order status visibility, shipping issues, and a complex return workflow were a concern.
To remedy this, Anna and her team prioritized improving the customer experience and decided to look for a flexible post-purchase solution. The key requirements were:
- Efficient returns management to reduce manual effort
- Shipping protection to minimize losses from damaged or lost packages
- Enhanced order tracking to reduce support tickets
- An integrated solution that could work seamlessly across all three areas
The Solution: ParcelPanel Satisfies Ever-Pretty’s Conditions
“We looked at several order tracking, shipping protectiona and returns and exchages apps over ten days, testing all the features to find one that fit our specific needs. Most solutions only addressed one or two of our problems, but ParcelPanel offered a complete ecosystem.”
Anna Shi, Owner and CEO of Ever-Pretty
ParcelPanel had the following features that satisfied what the Ever-Pretty team envisioned in the ideal solution.
Advanced and Flexible Returns Management
The Ever-Pretty team was intent on a solution that would help them manage return requests flexibly while minimizing returns in the long run.
The team was adamant about getting a Shopify app that would allow them to set flexible return policies that consider factors such as dress type and reason for return.
ParcelPanel was the right-fit solution, as it enables customers to exchange the dresses they bought or get store credits instead of full refunds. It allowed Ever-Pretty to transform the returns management process by incorporating analytics.
Embedded Return Page Customization
This solution also allowed the business to integrate a dedicated returns page into its website to streamline the returns process and enhance the customer experience.
This return portal is customizable; it allows Ever-Pretty to recommend product exchanges instead of returns and display return instructions in an accessible manner.
Auto-Approve Return Request Workflow
The main complaint about Ever-Pretty’s return request workflow was its complexity. Therefore, the brand wanted to reduce the manual effort by implementing an automatic return request approval system based on predefined conditions, such as wrong sizing.
With ParcelPanel Returns, they could set this workflow and speed up the return process, elevate the return management efficiency by freeing up customer support, and enhance customer satisfaction.
Automatic Email Notifications
The Ever-Pretty team was also looking for a solution to send customers email notifications whenever their return requests were confirmed or approved.
ParcelPanel supports this and also has a provision for sending automatic notifications for refunds, store discounts, store credits, and the creation of exchange orders, ensuring a smoother, more transparent return experience.
Order Tracking Page
Ever-Pretty thought it best to introduce an order tracking page to help customers overcome the post-purchase anxiety resulting from the long processing and shipping times.
With ParcelPanel’s branded tracking page feature, the brand could empower customers to self-track their orders on their website, reducing WISMO inquiries.
Marketing assets on the branded tracking page would also help upsell customers when they return to the platform.
Easy, Seamless Shipping Protection Widget
Shoppers can add protection with one click, giving them peace of mind while boosting store trust and reducing post-sale hassles.
Fast, Transparent Claims and Eco-Friendly Shipping
With ParcelPanel’s shipping protection, customers can easily file claims themselves on Ever-Pretty’s site—no need to contact support. Claims are handled within 48 hours, with clear updates throughout.
Liability shifts to the insurer, easing Ever-Pretty’s support load while keeping customers happy. Plus, eco-friendly shipping options reflect the brand’s commitment to sustainability.
Results: ParcelPanel Leads to Turnaround in Revenue Retention
“Our decision to integrate ParcelPanel had a tremendous effect on the post-purchase phase of our customers’ journeys. Within weeks of the order tracking and returns processing pages going live, we noticed a significant drop in shipping issues and WISMO and return-related inquiries.”
Anna Shi, Owner and CEO of Ever-Pretty
The results from implementing ParcelPanel’s returns and order tracking solution superseded Ever-Pretty’s expectations. Some of the numbers they witnessed are
54.2% Increase in Revenue Retention Rate from Returns
Courtesy of the marketing channels ParcelPanel provided Ever-Pretty on its returns page, more customers opted to exchange their returns for other dresses and store credits instead of cash refunds. The company recorded a 54.2% jump in revenue retention as a result.
Return-related Inquiries Reduced by 43%
With a self-service return portal now live, Ever-Pretty customers can initiate returns and have them automatically reviewed and approved. They could also follow the progress, thanks to automated email notifications that kept them updated throughout the reverse logistics process.
The need to contact the customer for help was no longer there, except for critical issues. With that, return-related inquiries decreased by 43% from previous volumes.
68% Drop in WISMO Tickets
The branded self-service order tracking page provided customers with a smooth package tracking experience and boosted shipping visibility during the 3-10 business day delivery period.
Automatic shipping notifications via email also helped customers stay updated on the whereabouts of their packages, leading to more satisfaction with the brand and a 68% drop in WISMO tickets.
Thousands of Orders Protected in 60 Days
In just two months, Ever-Pretty safeguarded thousands of orders worth hundreds of thousands of pounds, cutting losses from shipping issues and improving the post-purchase experience.
15% Increase in Checkout Conversion Rate
The shipping protection widget at checkout increased customer confidence in their purchase decisions, leading to a 15% improvement in conversion rates as customers felt secure knowing their orders were protected.
97% Claim Resolution Within 48 Hours
The self-service claim portal achieved near-perfect resolution times, with 97% of shipping incident claims resolved within the promised 48-hour timeframe, significantly exceeding traditional carrier claim processing speeds.
The Future: Scaling with a Trusted Partner
Going into the future, Ever-Pretty is looking at expanding its reach worldwide.
With the help of ParcelPanel to streamline post-purchase management, the brand aims to provide an unforgettable post-purchase experience.
“The results we’ve seen in three months of working with ParcelPanel are more than encouraging. We plan to open more country-specific online stores with ParcelPanel as our go-to order tracking and returns solution.”
Anna Shi, Owner and CEO of Ever-Pretty
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