If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask the founder of an online return platform to reveal his secrets to customer loyalty.
In this edition of “Ask the Board,” we feature Michael Katz, Founder of ReturnQueen, an on-demand return pickup and post-purchase platform that makes it easier to return online purchases.
Katz started ReturnQueen after seeing firsthand how frustrating the returns process was for consumers and how much revenue retailers were losing in the process. What began as a simple doorstep pickup service has since grown into a full ecosystem, integrating AI, VR try-on, social commerce, resale partnerships, and retailer loyalty tools to help brands turn returns into opportunities.
Today, ReturnQueen works with retailers and partners to simplify shopping for customers. Katz has guided the company through its evolution into a category leader, and he believes that convenience, transparency, and sustainability are the new drivers of customer loyalty.
Michael shares his best advice on how retailers can build stronger customer loyalty by meeting expectations and removing common pain points.
Realize that convenience is an expectation, not an option
Consumers live in an on-demand world where groceries arrive in hours and rides are a tap away. Retailers that don’t match that standard risk losing customers. Meeting expectations means designing every interaction—from browsing to returns—around speed and simplicity.
Eliminate ‘friction points’ before customers notice them
Whether it’s confusing checkout forms, unclear return policies, or long shipping timelines, friction costs sales and loyalty. Retailers should map out the full customer journey, identify the spots where frustration might creep in, and design solutions proactively.
Treat returns as part of the customer experience, not an afterthought
Returns are often the most frustrating part of shopping. But when handled well, they can actually build loyalty. Easy, transparent, and flexible returns give customers the confidence to buy more—and come back again.
Consumers live in an on-demand world where groceries arrive in hours and rides are a tap away. Retailers that don’t match that standard risk losing customers.Michael Katz, Founder of ReturnQueen
Offer multiple pathways, but make the default experience seamless
Today’s shoppers expect options: buy online, try in-store, return at home, or even resell if they’ve missed the window. Retailers that create ecosystems of choice build trust. The key is that whichever option customers choose, it should feel effortless.
Personalization is the new loyalty program
AI-powered recommendations, tailored incentives, and customized communications show customers that retailers “get” them. This doesn’t have to be complex. It can be as simple as offering an instant exchange instead of a refund for a frequently purchased item.
Invest in partnerships that expand value beyond your own four walls
No single retailer can solve every friction point alone. Strategic partnerships—like ReturnQueen’s integration with Poshmark—allow businesses to give customers options they wouldn’t otherwise have, while reinforcing brand trust and reducing regret.
Make sustainability part of the loyalty equation
Shoppers, especially younger generations, care deeply about sustainability. Retailers who offer greener shipping, donation pathways, or resale options not only reduce waste but also strengthen their relationship with values-driven consumers.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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