#774: Seel CRO Laura Huddle on seeing customer returns as an opportunity

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 25 November 2025

⏱️ 21 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

What if the most dreaded part of your customer's journey: the return, was actually your biggest untapped opportunity for growth?Agility requires brands to re-examine every part of the customer journey, especially the challenging post-purchase phase, and find hidden opportunities to adapt and strengthen customer relationships. It demands we turn operational liabilities into strategic assets. Today, we're going to talk about something that many retailers see as a pure cost center: customer returns. Instead, we’ll explore how a smart, data-driven post-purchase strategy can actually become a powerful engine for customer retention and lifetime value. We'll look at the data trends shaping retail, how to navigate the complex pressures on merchants today, and why this often-overlooked part of the business might be the key to unlocking future growth. Joining me to discuss this is Laura Huddle, CRO at Seel. This show is sponsored by Seel, the AI-powered post-purchase platform that helps retailers turn returns into revenue while giving shoppers a more seamless, trusted experience. For more information, go to ⁠www.seel.com⁠. About Laura Huddle Laura Huddle is the CRO of Seel, a Lightspeed Ventures and Foundation Capital backed startup that is creating the next generation e-commerce insurance experience. Previously, she led world-class sales, marketing, and account management teams across the globe at tech industry disruptors Eventbrite's (NYSE: EB), Deliveroo (LSE: ROO), Smartcar (a16z, NEA, Energize Capital) and Belong . She was one of the first employees at Eventbrite and was a lot of "firsts": first product manager, first product marketer, first category marketer, first Head of APAC Sales, etc. In addition, she taught product management at UC Berkeley, founded her own consultancy, and helped grow Myspace into the world's most popular website.,Yes,This will be completed shortly Laura Huddle on LinkedIn: https://www.linkedin.com/in/laurahuddle/ Resources Learn more about Seel: https://www.seel.com Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

Click on a timestamp to play from that location

0:00.0	The Agile brand.
0:03.0	Welcome to Season 7 of the Agile brand, where we discuss the trends and topics marketing leaders need to know.
0:15.0	Stay curious, stay agile, and join the top enterprise brands and MARTEC platforms as we explore marketing technology, AI, e-commerce, and join the top enterprise brands and Martec platforms as we explore marketing technology,
0:23.1	AI, e-commerce, and whatever's next for the Omnichannel customer experience.
0:27.8	Together we'll discover what it takes to create an agile brand, built for today and tomorrow,
0:32.1	and built for customers, employees, and continued business growth.
0:36.9	I'm your host, Greg Kilstrom, advising Fortune 1,000 brands on Martec, employees, and continued business growth. I'm your host, Greg Kilstrom, advising Fortune 1000 brands on Martec, AI, and marketing operations.
0:43.1	To make sure you always get the latest episodes, please hit subscribe on the app you listen to
0:47.0	podcasts on, and leave us a rating so others can find us as well.
0:51.0	Now on to the show.
0:54.0	This show is sponsored by SEAL, the AI-powered post-purchase platform that helps retailers turn returns into revenue while giving shoppers a more seamless, trusted experience.
1:04.0	For more information, go to www.seel.com.
1:10.0	What if the most dreaded part of your customer's journey, the return, was actually your
1:14.0	biggest untapped opportunity for growth?
1:17.0	Agility requires brands to re-examine every part of their customer journey, especially
1:21.2	the challenging post-purchase phase, and find hidden opportunities to adapt and strengthen
1:26.2	customer relationships.
1:28.0	It demands we turn operational liabilities into strategic assets.
1:32.4	Today we're going to talk about something that many retailers see as a pure cost center,
1:36.7	customer returns. Instead, we'll explore how a smart, data-driven, post-purchase strategy
1:42.2	can actually become a powerful engine for customer retention and
1:45.6	lifetime value. We'll look at the data trends shaping retail, how to navigate the complex pressure
	...

Transcript will be available on the free plan in 9 days. Upgrade to see the full transcript now.

Previous episode | Next episode

Disclaimer: The podcast and artwork embedded on this page are from The Agile Brand, and are the property of its owner and not affiliated with or endorsed by Tapesearch.

Generated transcripts are the property of The Agile Brand and are distributed freely under the Fair Use doctrine. Transcripts generated by Tapesearch are not guaranteed to be accurate.