How Boody centralised global returns and turned Checkout+ into a confidence tool

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Boody is a global essentials brand built around one material: organically grown bamboo. Their range covers bras, underwear, and everyday basics that people reach for without thinking twice.

That simplicity is deliberate. Boody designs for comfort and wearability, and they bring the same thinking to their customer experience. They are a customer-led business, with return rates and return reasons shaping product decisions and site content.

The Challenge: Managing returns in three different ways

Before Loop, Boody's returns setup didn’t reflect its global growth. Australia & New Zealand were managed manually: agents coordinated return requests by hand, tracked items in spreadsheets, and waited for stock to land before actioning exchanges. The United Kingdom and Europe ran on a separate platform. North America used another. Multiple regions, multiple processes, multiple data silos.

Leadership could not get a clean view across the business. The CX team spent time on operational overhead instead of customer work. Moving to Loop was a decision driven by four needs: centralised management, a better self-serve experience for customers, more strategic return outcomes, and less operational load on the team.

One platform, multiple markets, one source of truth

The shift from fragmented to centralised was immediate.

"It’s been life-changing to have everything in one system and not having to manually process every single return," Myriam Ferraty, CX Manager at Boody says. "No adding a bunch of rows to a spreadsheet and getting confused and giving leadership a quick snapshot on returns across the board."

Loop acts as the operational backbone for Boody's post-purchase experience. Returns data flows across Klaviyo, Gorgias, and Rise.ai without manual handoffs. CX agents can manage return-related queries without switching between systems. Customers can initiate returns through Shopify emails, account pages, live chat, and contact forms - all routed through Loop.

Enabling Return Editing for customers removed an entire category of support tickets. Previously, when customers changed their mind about a return request, they had to contact the team and wait for an agent to action it. Now they do it themselves, which produced a 50% drop in amend or cancel return requests.

Workflows: policy flexibility at scale

Boody does not run one return policy across all markets, as the behaviour is too different by region. APAC customers make more considered purchases and lean toward exchanges or store credit. North American customers expect optionality and frictionless processes. EMEA shoppers pay close attention to policy clarity and trust signals.

Loop's Workflow engine lets Boody configure return rules, messaging, and resolution logic per region without building separate systems. Extended return windows for promotional periods, product-specific exclusions, and loyalty program benefits are all easy to set up and manageable in one place.

"Being able to customise the blanket return policy is already a win," Ferraty says. "Customising further — for things like extended return promos, specific product policies, loyalty customers — I think that's been really great because we can just set and forget them, just with a click of a button, we can toggle them on/off whenever we need to.”

That flexibility reduces complexity for the CX team without reducing the quality of the customer experience in any market.

Optimise your customers’ returns experience with self-service automations.

Returns

Checkout+: from cost-reduction idea to confidence tool

"The decision to trial Checkout+ was driven from a desire to cut costs," Ferraty says. "Improving conversion and trust at checkout was a secondary consideration, but a surprising impact."

The internal business case was straightforward: return handling fees were a cost Boody was absorbing. Checkout+ offered a way to offset that cost while keeping the returns experience intact. But Boody approached the rollout carefully. They ran an extended trial with limited marketing, treating Checkout+ as a trust-building feature rather than an add-on to sell.

They measured everything during the trial: conversion at checkout, acceptance rates, AOV lift, return rate changes, and CSAT shifts. The goal was customer reassurance before purchase, not post-purchase conversion pressure. The trial removed any uncertainty Boody had around Checkout+. "It felt too good to be true. We didn't see a spike in return rate," Ferraty notes. "We saw a little friction introducing it to returning customers, but similar to anything new you introduce on the site it just takes a little adjustment period.”

Boody calibrated the fee per market rather than applying a single global rate:

• Australia: $2.98 AUD
• North America: $2.98 USD
• UK: £1.98 GBP

Regional reception tracked with regional expectations. North American customers adopted without friction, familiar with protection-style add-ons. Australian customers were more sensitive to added fees, making messaging critical, while UK customers responded to framing around clarity and fairness. Over the past 12 months, Checkout+ attach rates were 70.4% in Australia, 77.7% in North America, and 72.8% in the UK.

"Checkout+ shifted Loop from a software cost to a revenue-contributing model," Ferraty says. "The outcome met and slightly exceeded our modelling expectations as operational cost pressure from return shipping was largely offset." But beyond financials, the feature now serves a second purpose: it gives customers the confidence to buy something they are not completely sure about.

"The feature boosted customer confidence, which supports lifetime value, giving the extra push to purchase on something they are unsure of or that might have a larger return fee. We now see Checkout+ as a financially disciplined CX investment rather than a pure upsell tool."

Build confidence and get more revenue on every order.

Checkout+

Exchanges: more options, more revenue kept

Boody's exchange setup uses Loop’s Exchanges suite to keep revenue in the business when customers return.

Across all regions, 36.4% of returned value converts to an exchange or store credit. As a result, exchanges have retained over $1M USD over the past year by offering customers a path back into the catalogue instead of a refund.

"Shop Now helps retain revenue in a seamless way," Ferraty says. "While Shop Later provides an organic way of reconverting potential lost customers. Advanced Exchanges allow exchanges across the same style but different variant, seamlessly."

Together, the exchange features shift returns from a cost-center mindset to a retention opportunity. Customers get more resolution options, while Boody keeps more revenue and gets more chances to build loyalty.

Retain maximum revenue on returns.

Exchanges

Looking ahead: returns that feel like Boody

Boody is focused on growing its global footprint: new markets, higher order volumes, and more education for its customer base. That growth requires a returns operation that scales without adding proportional headcount or complexity. Their goals are specific: become the most educational underwear brand in the market, reduce friction across the post-purchase journey, and continue scaling CX with self-service without losing the human touch for complex queries.

The measure of success for Boody is financial, but also whether the returns experience feels consistent with the brand.

"We want returns to feel like Boody: simple, transparent, and aligned with our values. Loop is a key part of making that operationally sustainable as we grow."

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