How Muscle Nation averages over $3 in upsell revenue per return

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Muscle Nation, a leading Australian ecommerce retailer for gym apparel and supplements, prides itself on being a community-driven, innovative, and authentic brand. Even as they’ve grown, “we’ve always held onto the mentality of being a small, family-oriented business that truly cares about the people behind the purchases,” says Jessica Connolly, Customer Experience Manager.

This community-first approach guides everything they do: from designing products that their customers ask for, to giving back through charity initiatives, to ensuring every customer interaction feels personal and genuine. Their core focus on people and relationships sets Muscle Nation apart and keeps their roots grounded, no matter how much they grow.

The Challenge: Providing greater flexibility around returns

Before making the shift to Loop, Muscle Nation’s returns process was limited to offering store credit when a customer wanted to return an item. “We quickly realised it wasn’t fully meeting the needs of our community,” says Connolly. “As our customer base grew and our sale events became bigger, feedback showed that people wanted more flexibility and convenience.”

“Many were asking for the ability to make direct exchanges so they didn’t miss out on products they loved, or to request refunds when that option suited them better,” she adds.

The brand started looking for returns management solutions that empowered them to provide a more versatile range of returns options to their customers – and quickly identified Loop as the leading player in the space.

The impact: A seamless returns experience with optionality

Since switching to Loop in 2025, Muscle Nation has been able to build a more engaging returns experience that streamlines the process of choosing a new item – helping shoppers find what they want faster, and enabling the brand to retain more revenue from exchanges and upsells.

Enhanced CX with Instant Exchanges

Previously, shoppers needed to send their original item back and wait for their refund credit to come in before choosing a new item – even if the swap was as simple as choosing a different size or colour. That could be frustrating for consumers, as the variant they wanted was often out of stock, or no longer on sale, when the refund credit became available.

Now, Loop has given Muscle Nation “a more customer-first approach that aligns with the different ways people like to shop,” says Connolly.

With Loop’s Instant Exchange tool, swapping one item for another is as simple as pushing a button. Shoppers’ store credit is applied to the new item, providing a streamlined customer experience. Instant Exchanges protect the brand as well: While Loop places a temporary hold on the customer’s card when the exchange is shipped, the card will be charged for the second item if the original is not returned, helping the brand curb the risk of returns fraud.

With the ease of Instant Exchanges, Muscle Nation is transforming more returns into exchanges. They’re now retaining nearly 55% in revenue with this powerful feature.

Instant Exchange

Swap products from your real-time inventory.

Generate upsell revenue with Shop Now

Loop also makes it easier for Muscle Nation to preserve revenue from customers who might have otherwise opted for a refund. With Shop Now, the brand can encourage its shoppers to apply their refund credit towards any item in the store. If their new choice costs less than the original item, they’ll receive a store credit for the excess; if it costs more, their original purchase method will be charged for the overage – all without returning to the checkout screen.

Shop Now is a standout feature for Muscle Nation, “particularly during major sale periods when products can sell out quickly,” says Connolly.

The process is so seamless that shoppers often end up spending more than their original order value: Each return generates an average $3.13 AUD in upsell revenue for the brand.

Shop Now

Generate upsell revenue with exchange flexibility.

Improved data analytics around returns

Loop not only facilitates a streamlined returns experience for customers – it unlocks data insights around returns, which Muscle Nation can use to make better business decisions.

Every time a customer requests a return, Loop’s automated questionnaire asks why they’re returning the item: Was it too big or too small? Was it a poor fit? Did it look different in person than it did online? Was there a defect?

Loop then aggregates all of the data so that Muscle Nation can view trends in return reasons. That helps them spotlight when specific products don’t fit true to size, for instance, or enables them to spot quality issues on a product or manufacturer level.

“One of the most valuable aspects for us is the easy access to return data,” says Connolly. “We can quickly analyse why products are being returned, review trends across styles and categories, and monitor the overall volume of returns during any given period. These insights allow us to better prepare for key sale events, ensuring we have the right products, stock levels, and customer support in place.”

Analytics 2.0

Understand the why behind your returns

The results: A streamlined CX with added versatility

Partnering with Loop has helped Muscle Nation meet their community’s needs, with streamlined access to a wider range of options around product exchanges. As a result, they’ve improved customer satisfaction, increased revenue retention rates, and generated upsell revenue through versatile exchange options.

“Our community really values being able to return an item and instantly use their credit to secure something else they love while it’s still on sale,” says Connolly. “This not only creates a smoother and more positive experience for them, but it also helps reduce the disappointment of missing out on items due to delays.”

The brand also feels confident in the strength of the ongoing collaboration, thanks to Loop’s dedication to continuous improvement.

“The setup was straightforward and seamless, and the ongoing support we’ve received has been excellent,” says Connolly. “The Loop team is proactive in checking in, asking for feedback, and consistently working to provide new tools and features that make the platform even better. It’s been reassuring to partner with a team that’s genuinely invested in helping us deliver the best possible experience for our customers.”

Unlock greater opportunity around returns.