Anisa Kumar, chief executive officer of Narvar, the post-purchase intelligence platform provider, is looking at the full picture, tackling every step in the consumer journey as retailers strategize on how to maintain customer loyalty.

With consumer stress already high and tariffs expected to raise prices on already stretched-thin budgets, retailers are under pressure to consider every part of their operations. Timely, clear post-purchase communication is key to maintaining consumer loyalty and ultimately beating the competition. It’s important, said Kumar, to build trust and increase conversion all at once.

Here, Kumar shares her insights on optimizing operations, post-purchase communication and how retailers should be investing to protect their margins without sacrificing customer loyalty.

WWD: How are tariffs affecting retail right now, beyond just product pricing?

Anisa Kumar: Tariffs are doing far more than raising prices — they’re exposing pressure points across the entire retail operating model. Inventory isn’t moving as planned, sourcing strategies are shifting, and fulfillment windows are harder to control. Supply chains are still in flux, and in that uncertainty, P&Ls are being scrutinized for every possible opportunity to protect margin.

In recent conversations I’ve had with retail leaders, there’s been a clear shift: more operators are treating post-purchase as a strategic lever. When returns are rerouted efficiently or converted into exchanges, they help reduce the need for additional buys and free up working capital at a time when inventory dollars need to stretch further.

Post-purchase can no longer be an operational afterthought. It’s a critical lever for margin protection. In a market where predictability is limited, it’s one of the most dependable ways to regain control over cost and inventory flow.

WWD: Narvar works with many leading retailers — what operational adjustments are you seeing retailers make in response to tariffs and trade volatility?

A.K.: With tariffs taking a bigger bite out of P&Ls, retailers are under pressure to optimize every part of their operations. Every dollar counts. That’s making precision — not just speed — the new north star across retail supply chains.

From how quickly you ship, to how you handle returns, to how effectively you shut down fraud, every decision now has to be data-informed and margin-conscious. It’s no longer about rushing every package out the door — it’s about making smart trade-offs that protect profit while meeting customer expectations.

That’s where we come in. Our platform uses machine learning to power personalized, location-aware delivery estimates that align fulfillment speed with actual needs. This not only builds trust with shoppers but also helps retailers trim transportation costs and reduce the risk of unnecessary returns. In a time when even a few percentage points can make or break a quarter, that kind of precision is a true competitive advantage.

At Narvar, we’re helping retailers move away from over-promise and overspend toward accurate, confidence-building delivery windows. That shift from blanket urgency to strategic optimization is one of the most meaningful operational unlocks I’m seeing right now.

WWD: How are shifting sourcing and customs delays impacting fulfillment strategies? What should retailers be doing now to prepare?

A.K.: Sourcing and customs delays are extending lead times and making fulfillment timelines harder to predict, especially for cross-border inventory. In response, more brands are investing in real-time visibility and regionalizing fulfillment to stay closer to demand. But beyond rerouting goods, what matters most is optimizing estimated delivery dates — not every item needs to be shipped at the same time to every customer. By surfacing accurate, personalized delivery windows early and often, brands can protect the P&L, build trust and increase conversion all at once.

Consumers don’t expect perfection, but they do expect transparency. And right now, the retailers best positioned to protect loyalty are the ones treating delivery communication as a core part of their fulfillment strategy.

WWD: What role does post-purchase communication play in retaining customer trust during this kind of economic uncertainty?

A.K.: In today’s environment, clear and timely post-purchase communication is non-negotiable. With so much variability in fulfillment and delivery, keeping consumers informed is one of the most powerful ways to build trust and loyalty.

We’re seeing that proactive updates throughout the journey reduce support calls, but more importantly, they reinforce confidence. When consumers know what to expect, they stay engaged. And when conditions change, that transparency helps maintain the relationship.

It’s not just a service touch point; it’s a brand promise delivered in real-time. And in a climate of constant change, it’s one of the most effective tools retailers have to protect loyalty and performance.

WWD: Where should retailers be investing right now to protect their margins without sacrificing customer loyalty?

A.K.: Post-purchase has become one of the most overlooked drivers of margin pressure and one of the most immediate opportunities for impact. As consumers grow more price-sensitive, brands will see a rise in both return volume and fraudulent activity.

Return rates continue to climb, with our data showing that 39 percent of consumers now return items monthly. And more concerning, 52 percent of consumers have admitted to engaging in return fraud at least once, ranging from wardrobing to false claims about delivery. These behaviors can quietly erode profitability if not addressed with the right mix of policy and precision.

This is a moment for retailers to take a more nuanced approach: identifying patterns, rewarding high-trust consumers and designing workflows that protect revenue without compromising the customer experience. As tariffs and external costs mount, few areas offer more untapped value than post-purchase optimization.