ZigZag

ZigZag is a high-growth SaaS scale-up, now proudly part of Shift4’s international network, built to transform the retail returns experience for consumers and retailers alike. With one in four online purchases returned, UK retailers were losing £27 billion annually. With the retail industry at breaking point, ZigZag had to intervene to ensure retailers consider paid returns as a smart, fair, and sustainable move. They asked us to create urgency, shift perception, and position ZigZag as the trusted voice to drive change across the industry.

We launched the ‘Get Real About Returns’ campaign with a clear and urgent message: the returns process must change. Using our CLICK methodology, we developed fresh messaging and coined terms like “staging” to expose unsustainable but relatable consumer behaviours. Through data-led storytelling and a national poll, we showed that 71% of shoppers preferred paying return fees to higher prices, giving retailers the confidence and cultural licence to act. A visual-led industry report quantified the £6.6bn cost of serial returners, packed with bold design and digestible insight to drive boardroom urgency. Delivered with serious media momentum, CEO Al Gerrie took the debate to national media, including BBC Radio 4, The Telegraph, and The Guardian, Vogue Business & Retail Week. Capped off with a Retail Round Table event featuring This Morning’s Alice Beer, giving major retailers the insight and momentum to act.