How Refundid helped Culture Kings boost sales and smash performance metrics with instant refunds for customers!

Who is Culture Kings?

Culture Kings was founded in 2008 with the first store on the Gold Coast. A premier streetwear brand, they quickly became a local favourite, stocking leading brands from around the world. Culture Kings is perhaps best known for their immersive in-store experience. Their rapid growth combined with their need to match the online experience to their in-store offering- prompted their need to give their customers something brand new online.

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The Opportunity

Shopping in-store at Culture Kings is an incredible experience. Not just because of the in-house DJ and atmosphere but because it’s the perfect place to try on thousands of items. It’s more than just buying the latest pair of Adidas or Nikes: trying on in-store gives Culture Kings’ customers confidence. Customers know they can simply return in-store for an instant refund if their purchase doesn’t work out.

But without their store presence, lockdowns and the rise of e-commerce, Culture Kings wanted to mirror this incredible in-store experience online. Some Culture Kings customers were waiting up to 6 weeks for refunds in 2020. The brand was determined to improve their reputation, reviews and free up some of their customer service team’s time. How could Culture Kings give their customers more confidence to shop online and provide a better shopping experience? Enter Refundid.

E-commerce is one of Culture Kings’ lesser-known superpowers and they have been working on bringing their in-store strengths to the online world. With 60% of their revenue coming from online, there’s no wonder they need to stay ahead of current trends. One such trend is that 65% of shoppers will check for a good refund policy prior to purchasing. What the customer finds on that policy impacts their decision to convert. For example, not accepting refunds for change of mind, expensive return shipping or severe delays in receiving refunds can deter a customer from making that purchase. When a customer sees any of these red flags, they are more likely to shop with another online store who has more favourable conditions. By partnering with Refundid, Culture Kings are increasing the chance that customers will buy from them instead of a competitor.

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The Results

The data is in and Culture Kings has seen some amazing results. Ultimately, customers far prefer receiving their refunds straight away rather than waiting for days or weeks… and who can blame them? Refundid has assisted Culture Kings with retention, loyalty to the brand and more confidence to purchase evident through strong reviews like the one below.

When seeing the Refundid logo on a product page, customers have more confidence to purchase. Customers see it like a guarantee, a warranty or a vote of confidence in the product where Culture Kings is saying: ‘our products are epic but don’t worry, if it doesn’t work out, we’ve got your back’. It’s a way to show customers that Culture Kings really care about them and want them to be happy with their purchase.

A customer’s journey does not stop at delivery. For many customers who have ordered the wrong size, received a faulty item, changed their mind, disliked the fit or many other reasons, their experience with the retailer continues. The customer’s perception of the brand is influenced by what happens next: their interaction with the customer service team, the wait time and much more. Culture Kings is simply making this whole process better.

Culture Kings were able to assess the impact on their brand through A-B Testing with Refundid. Customers were more likely to make another purchase after using Refundid than if they had just received a normal refund. Customers also spent significantly more in their next order compared to receiving a normal (non-instant) refund. Culture Kings’ takeaway is that customers are receiving their money instantly whilst still onsite and therefore repurchasing straight away and often buying different or additional items.

Culture Kings (or any retailer who deals with returns and refunds) has an opportunity to transform the experience for a large portion of their customers. For many customers, the purchase journey does not stop with delivery. It includes the customer’s whole experience right up to receiving the product they really want: which often includes returns, exchanges and refunds. Whether a retailer’s return rate is 5% or 20%, that is anywhere from 5-20% of your customers who are having a poor to average experience. Flipping this experience from negative one to a positive one has huge benefits for both retailers and customers alike.