LOGISTICS

Katherine Cullen, Vice President of Industry and Consumer Insights, National Retail Federation( NRF)

Notably, online purchases are“ 1.4 times more likely to be returned than in-store purchases,” amplifying the complexity and cost burdens for digitally-driven retailers.

Meanwhile, the National Retail Federation’ s( NRF) 2025 Retail Returns Landscape report forecasted a substantial US $ 849.9bn in returns for the year, representing 15.8 % of total sales.

“ Returns are no longer the end point of a transaction,” explains Katherine Cullen, NRF Vice President of Industry and Consumer Insights.“ They provide an opportunity for retailers to create a positive experience for customers and can translate to brand loyalty.”

Online return rates are higher still, with 19.3 % of internet purchases expected to be returned. What’ s more, Gen Z shoppers average 7.7 online returns annually, the highest of any demographic group.

TITLE: VICE PRESIDENT OF INDUSTRY AND CONSUMER INSIGHTS

COMPANY: NATIONAL RETAIL FEDERATION( NRF)

INDUSTRY: RETAIL

Katherine leads NRF’ s research on consumer spending, emerging retail trends, and develops innovative research partnerships with industry leaders.

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