Fast-Growing Kulina Considers Retino a Gamechanger

The Problem

Kulina is growing rapidly, opening several new countries each year. With the increasing number of orders, and consequently returns or claims, the brand was particularly troubled by the time-consuming and confusing administrative processing and fragmented internal communication between the warehouse, stores, customer service, and the accounting department. There was a lack of a comprehensive overview of what was being resolved and why goods were being returned.

The Solution

Retino became a real 'gamechanger' in processing the agenda. Everything happens in one place; none of Kulina's employees have to laboriously look up information from multiple sources.

The Impact

• The need to communicate internally about a case on multiple fronts was eliminated.
• Direct communication with customers is significantly faster.
• Within a single view, Kulina can consolidate upcoming deadlines for the entire business instead of tracking each country separately.

Kulina is a guide to quality home equipment. On its e-shop, you'll find beautiful and functional equipment for your kitchen, from cookware and appliances to interior accessories. Kulina carefully selects the most interesting manufacturers, becoming a place where everyone can make their home more beautiful.

How does Kulina work?

Kulina is a modern guide to quality home equipment. On the website, you'll find everything beautiful and functional for your dream home and kitchen. For over 10 years, Kulina has been selecting the best products and has 100% of its goods in stock. In addition, it offers the easiest returns, its own cooking school, and uncompromising customer service.

What was it like before Retino?

• Kulina is growing rapidly, opening several new countries each year. With the increasing number of orders and, consequently, returns or claims, employees were particularly troubled by the time-consuming and confusing administrative processing and fragmented internal communication between the warehouse, stores, customer service, and the accounting department. There was a lack of a comprehensive overview of what was being resolved and why goods were being returned.
• In the case of a return, a claims technician in the warehouse would receive and inspect the goods, pre-prepare a credit note in the ERP, and inform customer service by email about the completion on their end and any potential damage, along with photo documentation. There was no advanced record-keeping; everything was managed by customer service using tagging or moving emails between folders in their inbox. Only customer service could see these, and for the cases being processed, only the person responsible for the issue actually had a full grasp. Once the number of returns being processed exceeded a manageable level, especially after the Christmas season, maintaining complete oversight of the open cases became very difficult.
• The claims process was fundamentally very similar to the returns process. After receiving the item, the claims technician would email supplementary information to customer service to initiate the procedure with the supplier. Customer service then had to laboriously combine information from several emails—whether from the customer, the warehouse, or internal notes in the ERP—before they could prepare a claims protocol and all necessary documents to send to the supplier. Claims were tracked using a combination of sorting received emails into folders and an Excel spreadsheet, which was neither very clear for oversight and deadline management, nor user-friendly for everyone involved.

The Situation with Retino

• In processing the aforementioned agenda, Retino became a real 'gamechanger'. Everything happens in one place; no one has to laboriously track down information from multiple sources. There's no need to go through notes for each case separately; all necessary information is visible in the overview of open cases thanks to color-coded tags. Kulina has an overview of all cases in progress and upcoming deadlines. Thanks to task automation, nothing falls through the cracks, and everything is handled on time.
• Thanks to Retino, 99% of all customers are satisfied with the speed and precision of their request processing. And thanks to reporting, management has a perfect overview of what, when, and why customers return items, and how long the resolution process takes.
• The biggest change is definitely the simplicity. The brand can handle almost everything in a single application, which is easy for everyone involved in the processes to navigate, whether they are receiving staff, customer care operators, or sales assistants in brick-and-mortar stores.
• The need to communicate internally about a case on multiple fronts has been eliminated, and direct communication with customers is significantly faster—an employee can handle most of it with just two clicks thanks to automation. As a result, Kulina saves up to 70% of the time spent processing a case.

Impacts

• Automation saves a huge amount of time spent on managing each case. This includes automatically sending messages after changing a case's status, handing over cases between team members, or monitoring deadlines and their associated notifications/activities for customer support. The advanced view configuration is also absolutely indispensable for Kulina, given the number of countries it manages through Retino, and the detailed reporting is another feature that cannot be overlooked. 
• From the customer's perspective, the case tracking page is a huge added value. Thanks to Retino, they have an immediate overview of the status of their return or claim and how the entire process is progressing from the moment it's reported. This has significantly reduced the number of email and phone inquiries on the subject.
• Retino has also saved significant financial resources. Without proper record-keeping and strict monitoring of claim processing deadlines, Kulina sometimes failed to file a claim for a product with the supplier in time.

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