Debenhams Group will deploy an AI-powered post-purchase solution from Seel to support seamless returns and enhance CX beyond the checkout.

Deploying Seel’s Worry-Free Purchase programme across its European, Australian and North American operations, the retail group aims to deliver a “more confident” and streamlined post-purchase experience across its portfolio of fashion brands, including Debenhams, Karen Millen, boohoo, boohoo Man, and PrettyLittleThing. 

The move comes as shoppers expectations around returns are increasingly impacting conversion decisions well before the checkout. According to Seel, 75% of shoppers now rate returns flexibility as a ‘make or break’ factor when making purchases.

By implementing the solution, Debenhams aims to offer an “elevated layer of protection” for shoppers, including extended returns windows, white-glove claims support and delay protection. It also will reduce returns friction and improve refund speed with Seel’s instant claim resolution engine, which processes and approves claims in real-time.

In addition to improving post-purchase experiences for customers, it will also help significantly reduce the operational lift required by Debenhams’ customer services teams in resolving delivery and returns queries.

“Providing our customers with an exceptional shopping experience has always been at the heart of our strategy,” said Dan Finley, CEO of the Debenhams Group. “Our partnership with Seel represents a transformative enhancement to our customer journey, extending our commitment to excellence beyond the checkout to ensure every purchase, delivery and resolution feels effortless.” 

Laura Huddle, Chief Revenue Officer at Seel, added that the partnership would “elevate the post-purchase experience and allow consumers to buy and shop with confidence.”