Solving the Returns Challenge: Lessons from Retail for Sports Merchandise

In the rapidly evolving world of sports business, merchandise sales represent a critical revenue stream for teams and leagues. Yet, as digital commerce becomes the norm and fan expectations rise, sports organizations face a mounting challenge familiar to the retail sector: the operational and profitability pressures of merchandise returns. Drawing on proven strategies from leading retailers, sports organizations can transform their approach to returns management, optimize reverse logistics, and harness data to create a more personalized, profitable fan merchandise journey.

The shift to online shopping has brought convenience to fans, but it has also led to a surge in merchandise returns. In retail, returns can account for 5–10% of all sales, with some categories—like apparel—seeing return rates as high as 40–50%. For sports teams, the stakes are even higher: every returned jersey, cap, or collectible not only erodes margins but also impacts fan satisfaction and loyalty. The cost of processing, shipping, and restocking returned items can quickly add up, threatening the profitability of merchandise operations.

Retailers have learned that the best way to tackle the returns issue is to prevent unnecessary returns in the first place. This starts with empowering fans to make the right purchase the first time:

• Rich Product Information: Providing detailed, accurate product descriptions, high-resolution images, and videos helps fans understand exactly what they’re buying. For apparel, including model sizing, fit guides, and user-generated reviews can reduce the guesswork and minimize size-related returns.
• Personalized Recommendations: Leveraging data on past purchases and fan preferences, teams can suggest the right size, style, or even player jersey, increasing the likelihood of a perfect match.
• Fit and Confidence Tools: Retailers use AI-driven fit predictors and size comparison tools to guide customers. Sports organizations can adopt similar solutions, helping fans select the right fit for apparel or gear, reducing the need for “bracketing” (ordering multiple sizes with the intent to return some).

Even with the best intentions, returns are inevitable. The key is to minimize their impact through smart reverse logistics:

• Data-Driven Routing: By analyzing inventory levels and demand across stores, warehouses, and fulfillment centers, organizations can direct returns to the location where they’re most likely to be resold quickly, reducing unnecessary shipping and restocking costs.
• Dynamic Return Policies: Retailers are experimenting with flexible return policies based on customer behavior. For example, serial returners may face stricter policies or restocking fees, while loyal fans with a history of low returns enjoy more generous terms. This approach balances cost control with fan experience.
• Alternative Return Channels: Encouraging in-venue returns or leveraging local drop-off points can reduce shipping costs and create opportunities for additional fan engagement—perhaps even turning a return into an upsell or a new purchase.
• Sustainability Messaging: As fans become more environmentally conscious, teams can highlight the sustainability benefits of in-person returns or encourage fans to keep low-value items rather than return them, reducing the carbon footprint of reverse logistics.

Retailers have demonstrated that data is the linchpin of both minimizing returns and optimizing the overall commerce experience. For sports organizations, the opportunity is even greater:

• Unified Fan Profiles: By integrating data from ticketing, digital engagement, and merchandise purchases, teams can build a 360-degree view of each fan. This enables more relevant product recommendations, targeted offers, and personalized communications.
• Predictive Analytics: Using AI and machine learning, organizations can anticipate which products are most likely to be returned and proactively address issues—such as unclear sizing or misleading images—before they impact the bottom line.
• Journey Orchestration: Coordinating messaging across digital and physical touchpoints ensures that fans receive timely, relevant information—such as reminders about return windows, suggestions for alternative products, or invitations to exclusive merchandise drops.
• Loyalty and Retention: Data-driven insights can power loyalty programs that reward fans not just for purchases, but for positive behaviors like low return rates or in-venue engagement, deepening the fan-team relationship.

A major barrier to effective returns management is the fragmentation of data and operations across channels. Retailers are moving toward unified commerce platforms that integrate inventory, order management, and customer data across online and offline environments. For sports organizations, this means:

• Real-Time Inventory Visibility: Ensuring that fans see accurate stock levels, whether shopping online or in-venue, reduces disappointment and unnecessary returns.
• Omnichannel Fulfillment: Allowing fans to buy online and return in-venue—or vice versa—creates flexibility and convenience, while optimizing inventory flow.
• Consistent Policies and Experiences: Unified systems enable teams to deliver consistent return policies, pricing, and service levels, regardless of where or how a fan shops.

Publicis Sapient brings deep experience in both retail and sports business transformation. Our approach combines:

• Customer Engagement: Designing data-driven, personalized fan journeys that drive satisfaction and loyalty.
• Total Commerce: Implementing unified commerce solutions that break down silos and enable seamless omnichannel experiences.
• Technology Modernization: Upgrading IT and data infrastructure to support real-time analytics, journey orchestration, and agile operations.
• Experience Transformation: Reimagining the end-to-end fan merchandise experience, from discovery to purchase to return, to maximize both profitability and fan delight.

Returns are not just a cost center—they are a critical touchpoint in the fan experience. By adopting proven retail strategies, sports organizations can minimize unnecessary returns, optimize reverse logistics, and use data to create more personalized, profitable merchandise journeys. The result: higher margins, happier fans, and a more resilient merchandise business.

Ready to transform your merchandise operations? Connect with Publicis Sapient to learn how cross-industry expertise can help your team win on and off the field.

Relevant Links

• How Digital Boosts Growth for the Sports Industry
• How Digital Boosts Growth for the Sports Industry
• Cmo la Innovacin Digital Est
• Les stratégies gagnantes pour l’engagement digital des fans dans le sport européen (Europe)
• Innovando en la Industria de Productos de Consumo en América Latina: El Rol Estratégico de las Startups (LATAM)
• Regional Deep Dive: Digital Fan Engagement Strategies for European Sports Teams