Choose the correct business model.
An owned-stock range and a marketplace assortment have different revenue and cost structures. Keep them distinct before comparing campaigns or markets. Tie your measurement convention to how the selected programme actually operates.
Let the order outcome mature.
Use a consistent return observation window and treatment of partial refunds. Record dispatched units and returned units separately from order counts. A higher checkout conversion rate does not by itself establish better retained revenue.
Ask what the customer needed to know.
Review size, fit, fabric and supported delivery information. Use return reasons and customer questions to form a hypothesis. Make the choice easier without creating unnecessary obstacles in the returns experience.
Judge the next investment commercially.
Include acquisition, fulfilment, payment, return handling and programme support. Test a demand shortfall and a cost increase. A programme that barely reaches break-even needs a different expansion decision from one with a more resilient contribution.
Bring a real question.
Be ready to challenge the plan.
Put the customer need, the evidence and the commercial outcome on the table. A recommendation should be able to defend its place.
Put your brief forwardAn original strategic framework. No completed client study or measured brand result is claimed.