Ever-Pretty Reduces Return-Related Inquiries by 43% With ParcelPanel Returns

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 Returns Workflow Impedes Customer Satisfaction

Since its launch, Ever-Pretty has been dedicated to helping women dress elegantly and feel empowered. The brand’s wide array of affordable yet high-quality garments and 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. 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.

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 order tracking and returns processes. The brand had ambitions to keep growing, but increasing customer complaints about the lack of shipping visibility 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 return and order tracking solution. 

The top consideration was an efficient returns management app that would reduce manual effort when dealing with return requests and approvals. Furthermore, Ever-Pretty was keen on reducing support tickets related to orders and returns.

The Solution: ParcelPanel Satisfies Ever-Pretty’s Conditions

“We looked at several Shopify order tracking and returns apps over ten days, testing all the features to find one that fit our specific needs.”

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. Additionally, 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 to store discounts 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.

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 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 could 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.

The Future: Scaling with a Trusted Partner

Going into the future, Ever-Pretty is looking at expanding its reach worldwide while providing an unforgettable shopping and post-purchase experience with the help of ParcelPanel to streamline order tracking and returns management.

“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