Narvar, the post-purchase intelligence platform provider, named Anisa Kumar chief executive officer. The promotion was the final step in a transition with founder and CEO Amit Sharma.
Sharma decided “to shift from leading the day-to-day operations to a long-term advisory role,” the company said, adding that Kumar, who joined the company in November 2021 as chief customer officer, “has played a pivotal role in shaping Narvar’s customer success, services and logistics operations.”
Narvar said under Kumar’s leadership, the company “has enabled retail partners to deliver world-class post-purchase experiences that drive revenue, increase customer lifetime value and improve operational efficiencies.”
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“It’s been a privilege and a pleasure to build Narvar from a mere concept to a market leader,” Sharma said. “This is the perfect time in our company’s evolution to pass the reins and I could not be more confident in Anisa’s ability to carry the torch forward. I want to express my gratitude to every Narvar team member, customer and partner who has played an instrumental role in shaping my journey thus far. Together, we’ve built something truly special.”
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Here, Kumar shares her vision for the company, expected investments and how Narvar will evolve.
WWD: What is your vision for Narvar under your leadership?
Anisa Kumar: My vision is for Narvar to redefine what the post-purchase experience means for both brands and consumers. We’re entering an era when AI will go beyond enhancing the buying process — it will transform how we think about every interaction after the purchase, and Narvar will be at the forefront of that transformation. We work with more than 1,500 of the world’s leading brands, who collectively serve millions of customers, so we’re uniquely positioned to harness the power of data and AI to deliver not just convenience, but trust.
Consumers today demand tailored, real-time engagement and the freedom to choose how they interact with brands, including when they make returns and exchanges and have items delivered. Our platform balances personalized, consumer-friendly options with brands’ needs to operate efficiently and securely. By leveraging AI, we can drive outcomes that delight customers and protect businesses from unnecessary costs and fraud.
I see the future of the customer experience as one where the post-purchase journey becomes a critical growth engine — fueling both customer retention and acquisition. The brands that win will turn routine transactions like product returns into meaningful moments that deepen relationships. Narvar is leading that charge, creating a post-purchase ecosystem that drives measurable impact on lifetime value.
WWD: What specific investments and initiatives are you planning to achieve your vision for improving the post-purchase experience?
A.K.: AI is powering the future of the post-purchase experience and transforming customer interactions beyond the buy button, and our capital investment strategy is designed to accelerate that transformation. Specifically, we plan to further invest in our platform’s analytical capabilities, hire more engineering talent and invest in R&D.
We’re also doubling down on our commitment to data-driven decision-making across the entire customer journey. Our goal is to create seamless, intelligent experiences that reduce friction while enabling brands to anticipate their customers’ needs. This means taking insights from the post-purchase process — returns, exchanges, delivery preferences — and using them to optimize the pre-purchase experience, driving higher conversion rates and increasing customer lifetime value.
By turning post-purchase insights into pre-purchase strategies, we’re helping our clients convert transactional touchpoints into brand-defining moments. That’s how we envision the future of customer loyalty — it’s one where every interaction is a meaningful opportunity to grow the relationship.
WWD: What role do you see Narvar playing in shaping the future of retail?
A.K.: Narvar has always been a catalyst for change in retail, focused on delivering value by transforming the post-purchase experience into a strategic advantage for our merchant customers. We believe the future of retail is all about creating frictionless, personalized interactions that give consumers the freedom to choose how they engage with brands — including when they make returns and exchanges and order items for delivery.
We’ll continue to leverage our network of 1,500-plus leading brands and retailers to set new standards in post-purchase innovation. We see our role as shaping a new era where AI and data intelligence not only streamline operations but also drive customer loyalty and profitability. Our goal is to deliver experiences that are cost-effective for retailers and that deepen emotional connections with consumers.
We’re committed to pushing the boundaries of what’s possible, using our AI-driven insights and industry expertise to build a more connected, intelligent retail ecosystem. This is where the future of retail is headed. Every interaction beyond the buy button will become an opportunity to enhance brand loyalty, optimize costs and elevate the overall consumer experience. Narvar will be the driving force behind this evolution, helping retailers not just adapt to the future but thrive in it.
WWD: What do you think will be the most significant changes in the retail landscape regarding shipping, returns and the overall post-purchase experience for consumers?
A.K.: Post-pandemic returns have leveled off in North America, but we expect them to persist at high levels and those high volumes present additional challenges. Fraud, in both shipping and returns, will be a critical factor shaping the future of retail logistics. Brands and retailers will need to find ways to balance consumer expectations with operational efficiency while protecting their reputations and margins.
Ease, convenience and optionality have become the gold standard for post-purchase experiences and consumers now expect all three every time they shop. For retailers, this means finding new ways to manage costs while providing personalized experiences to their most loyal customers. The future of shipping, returns and post-purchase interactions will center on hyper-personalization and areas that many brands haven’t historically prioritized — like return policies, shipping preferences and even claims management — will now be part of a personalized journey.
We also anticipate the diversification of the carrier landscape, where retailers will need to strategically align with partners that offer the best combination of service and cost efficiency. This shift will contribute to personalized post-purchase experiences, with brands tailoring their logistics choices to meet the specific needs of their customers.
Lastly, the post-purchase experience will no longer be just a cost center — it will become a new revenue stream. Retailers that think creatively about monetizing these interactions, whether through premium services, exclusive loyalty programs or differentiated return policies, will be ahead of the game. The brands that thrive in this new landscape will be those that recognize the immense potential in post-purchase moments and transform them into opportunities for deeper customer engagement and long-term growth.
WWD: What trends are you noticing in consumer behavior regarding returns and what should retailers be aware of, particularly as we head into the peak holiday season?
A.K.: One of the most important shifts is the normalization of high return rates. Our research indicates nearly 39 percent of consumers return online purchases at least once a month, which highlights the need for brands to optimize their return processes to meet consumer expectations.
Retailers should also be mindful of the increasing complexity surrounding returns fraud. Our research found that 52 percent of shoppers admit to having engaged in some form of return fraud in their lifetime. That’s a concerning trend, especially as we head into the peak holiday shopping season, and it underscores how essential it is for retailers to implement smart, AI-driven fraud-detection solutions to mitigate losses while ensuring loyal customers continue to have a seamless, positive experience.
We’ve found that the top factors influencing consumer return decisions are cost, convenience and the availability of label-free, box-free returns. Retailers that offer flexibility in terms of return options, including in-store drop-offs and attended return locations, will be better positioned to capture customer loyalty.
Speed is important, too, as consumers are becoming more vocal about their expectations for fast refunds. Our research found that 54 percent of shoppers expect to receive their refunds within 24 hours. Meeting these expectations is critical for maintaining trust and satisfaction during the busy holiday season.
Finally, personalization is critical. Tailoring return policies and options based on customer segmentation, such as by offering VIP customers extended return windows or expedited refunds, is important. By using data-driven insights, brands can optimize the post-purchase experience to retain revenue, improve customer lifetime value and create more positive return experiences.
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