Laura Huddle — Chief Revenue Officer, Seel
Published:
The why behind returns is shifting. So it’s less about defective items and more about uncertainty or expectation mismatch and second guessing.
What does Laura Huddle say on The Agile Brand with Greg Kihlström?
Laura Huddle, Chief Revenue Officer, Seel, says: Laura Huddle, Chief Revenue Officer at Seel, explains how returns can be reframed from a costly operational headache into a revenue-driving, loyalty-building component of the customer journey. She covers the shifting consumer psychology behind returns, the material P&L impact, tactical moves like underwriting risk to lift conversion and AOV, and the strategic advantages of data and circularity for long-term competitive differentiation.
From: The Agile Brand with Greg Kihlström
Cite as: Laura Huddle. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/laura-huddle-the-why-behind-returns-is-shifting-so-its-less-about-defec