How Narvar is Shaping Customer Loyalty

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Welcome to Unofficially eTail – your insider guide to the biggest trends, insights, and conversations at eTail West 2025.

At eTail West, David Morin, VP of Customer Strategy at Narvar, sat down to discuss the evolving role of AI in post-purchase experiences, customer engagement, and fraud prevention.

Narvar, a pioneer in post-purchase customer experience, has been shaping this space since 2012, working with over 1,500 retailers worldwide. The company’s core focus is optimizing every stage of the post-purchase journey—from shipment tracking and proactive delivery notifications to seamless returns and fraud mitigation—with the end goal of driving loyalty and retention.

What Sets Narvar Apart? Building Seamless Customer Journeys

Standing out in a competitive landscape requires more than just technology—it demands a strategic approach to customer experience.

One example is Narvar’s long-term partnership with Lululemon, which has evolved from email-based shipment notifications to a fully integrated, multi-channel engagement strategy.

Lululemon’s ability to adapt and scale its post-purchase communication based on shifting consumer expectations has made it a leader in customer engagement, with Narvar playing a key role in supporting its evolution.

AI and the New Era of Fraud Prevention

Beyond customer engagement, AI is becoming critical in tackling post-purchase fraud, an issue that has grown alongside consumer-friendly policies like free returns and easy replacements.

Morin highlighted two major areas of abuse where AI-driven fraud detection is proving invaluable:

1️⃣ Delivery Claims Fraud – Customers falsely report missing or incorrect orders to obtain free replacements.
2️⃣ Return Fraud – People ship back empty boxes, tamper with labels, or send counterfeit items to exploit return policies.

"You want to treat honest customers well. But how do you separate them from those exploiting the system?" Morin said.

Narvar is leveraging 40 billion+ transactional touchpoints annually to train AI models that detect anomalies in customer behavior—helping retailers minimize losses while enhancing policies for their best customers.

Hyper-Personalization: The Next Big Shift in Post-Purchase

In 2025, brands can no longer afford one-size-fits-all customer journeys.

Narvar is helping retailers apply AI-driven personalization to post-purchase experiences, similar to how marketers personalize acquisition funnels.

"Think about it—if marketers use personalization to convert leads, why wouldn’t brands do the same for post-purchase engagement?" Morin said.

✅ Frequent high-spenders? More detailed tracking and communication.
✅ Casual buyers? Fewer notifications to prevent fatigue.
✅ Younger audiences? SMS-based updates.
✅ Older generations? Email remains dominant.

The Retail Road Ahead: AI-Driven Commerce in 2025

Reflecting on the future, Morin pointed out that 2024 was the year of AI experimentation, but 2025 is when retailers must apply those learnings at scale.

With AI-powered fraud detection, personalized engagement, and seamless post-purchase interactions, Narvar is helping brands turn customer experience into a competitive advantage—ensuring that each transaction is not just a sale, but the start of a long-term relationship.

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