TSI's 'mix.tokyo' Optimizes Return Experience with Recustomer, Boosting LTV of Returning Customers by Approximately 3.7 Times
Key facts
- TSI's 'mix.tokyo' Optimizes Return Experience with Recustomer, Boosting LTV of Returning Customers by Approximately 3.7 Times
- Recustomer Inc. and TSI Corporation announced that by utilizing Recustomer to optimize the return experience on TSI's official online store 'mix.tokyo', the LTV (customer lifetime value) of customers with return experience has improved by approximately 3.7 times compared to regular purchasers. Additionally, about 90% of cancellation responses and about 82% of return requests have been automated, enhancing customer convenience and streamlining customer support operations.
- Source: PR Times
- Date: June 17, 2026
Direct answer
Recustomer Inc. and TSI Corporation announced that by utilizing Recustomer to optimize the return experience on TSI's official online store 'mix.tokyo', the LTV (customer lifetime value) of customers with return experience has improved by approximately 3.7 times compared to regular purchasers. Additionally, about 90% of cancellation responses and about 82% of return requests have been automated, enhancing customer convenience and streamlining customer support operations.
- Citation
- TSI's 'mix.tokyo' Optimizes Return Experience with Recustomer, Boosting LTV of Returning Customers by Approximately 3.7 Times (June 17, 2026), PR Times
- Source
- PR Times
- Date
- June 17, 2026
Recustomer Inc. and TSI Corporation announced that by utilizing Recustomer to optimize the return experience on TSI's official online store 'mix.tokyo', the LTV (customer lifetime value) of customers with return experience has improved by approximately 3.7 times compared to regular purchasers. Additionally, about 90% of cancellation responses and about 82% of return requests have been automated, enhancing customer convenience and streamlining customer support operations.
📋 Article Processing Timeline
- 📰 Published: June 17, 2026 at 20:00
- 🔍 Collected: June 17, 2026 at 14:13
- 🤖 AI Analyzed: June 18, 2026 at 13:19 (23h 5m after Collected)
Recustomer Inc. (Headquarters: Chuo-ku, Tokyo, Representatives: Representative Directors Yoshihiro Shibata and Shohei Tsujino, hereinafter referred to as Recustomer) announced that by utilizing Recustomer to optimize the return experience on TSI Corporation's (Headquarters: Minato-ku, Tokyo, Representative Director and President Takashi Shimoji) official online store 'mix.tokyo', the LTV (customer lifetime value) of customers with return experience has improved by approximately 3.7 times compared to regular purchasers.
Additionally, about 90% of cancellation responses and about 82% of return requests have been automated, enhancing customer convenience and streamlining customer support operations.
For more detailed case studies, please visit
https://recustomer.me/case/mix.tokyo
■ Background of Introduction
In recent years, the e-commerce market has seen rising costs for acquiring new customers and intensifying competition, making the continuous relationship building with existing customers and improving LTV (customer lifetime value) important management issues.
In this context, for e-commerce businesses, the importance of 'post-purchase experience', which includes not only the product purchase experience but also delivery, returns, exchanges, and inquiry responses, has been increasing. While the post-purchase experience significantly influences customer satisfaction and repeat purchases, it has often been discussed from the perspective of business efficiency and cost reduction and has not been fully utilized.
In particular, returns and cancellations are points where customers are likely to feel anxious or dissatisfied, but if an appropriate experience is provided, they can also become opportunities to deepen trust with customers.
'Mix.tokyo', operated by TSI Corporation, is an apparel e-commerce platform with over 50 brands. As the company progresses with the integration of multiple brand e-commerce sites, it has faced challenges such as increased operational load for handling returns and cancellations and the unification of different operational rules for each brand.
Previously, returns and cancellations were handled mainly through emails and phone calls, requiring manual confirmation and response by customer support staff for each case. Additionally, about 70% of cancellation requests from customers occurred outside business hours, making it necessary to balance customer convenience and business efficiency.
Against these challenges, mix.tokyo positioned returns and cancellations not just as operational responses but as important touchpoints for building continuous relationships with customers. To achieve the unification of post-purchase experiences across multiple brands and the streamlining of customer support operations, Recustomer was introduced.
■ Effects of Introduction
LTV of customers with return experience improved by approximately 3.7 times, with post-purchase experience promoting customer loyalty
As a result of analyzing operational data, the LTV (customer lifetime value) of customers with return experience improved by approximately 3.7 times compared to regular purchasers, and the LTV of customers with cancellation experience improved by approximately 2 times.
In apparel e-commerce, there are many elements that cannot be fully confirmed before purchase, such as size and material feel. By creating an environment where returns are easy, customers can make purchases with peace of mind, and this sense of security is believed to lead to continued use and trust in the brand.
About 90% of cancellation responses automated, balancing customer convenience and business efficiency
With the introduction of Recustomer, about 90% of cancellation responses have been automated. Previously, about 70% of cancellation requests from customers occurred outside business hours, and there were cases where customers had to wait until the procedure was completed. However, after the introduction, customers can now complete the procedure anytime, 24/7, reducing waiting time and enhancing convenience.
Additionally, by clarifying return and cancellation rules and providing consistent guidance, an environment has been created where customers can easily understand the procedure contents. This has also led to improved satisfaction with the procedure and the standardization of response quality. Furthermore, by reducing routine tasks, the customer support department has built a system to allocate resources to higher-value tasks.
About 82% of return requests automatically accepted, enabling customers to complete procedures anytime, 24/7
About 82% of return requests are now accepted through Recustomer, allowing customers to complete procedures anytime, 24/7.
By linking order information, obtaining return reasons, and using photo upload functions, cases that previously required multiple exchanges can now be handled smoothly, leading to the standardization of response quality and business efficiency.
Creating a user-friendly purchasing environment across more than 50 brands
Mix.tokyo, which offers a variety of brands, provides opportunities to encounter various brands and products within a single platform. However, since the size, design, and wearing feel differ for each brand, there is also an aspect that makes customers anxious at the time of purchase. By improving the post-purchase experience, including the return experience, such anxieties are reduced, and an environment is created where customers can easily challenge new brands and products. This also leads to the promotion of cross-brand usage and continued use.
■ Future Prospects
Mix.tokyo plans to further utilize post-purchase data such as return and exchange reasons in the future to reflect on product development, size design, and e-commerce site improvements.
Additionally, by utilizing accumulated VOC (voice of customer) and post-purchase data, we aim to achieve a more comfortable purchasing experience for each customer.
Recustomer will continue to support the improvement of LTV and customer loyalty for e-commerce businesses through the optimization of post-purchase experiences, including returns, exchanges, and cancellations.
For more detailed case studies, please visit
https://recustomer.me/case/mix.tokyo
■ About the Post-Purchase Experience Platform 'Recustomer'
Recustomer is a purchase experience platform that realizes the improvement of post-purchase experience and the creation of customer touchpoints. Specifically, it provides four services: 'Recustomer Delivery Tracking' for tracking orders and notifying delivery dates, 'Recustomer Returns and Exchanges' for automating return and exchange processes, 'Recustomer Cancellation' for automating order cancellations, and 'Recustomer Trial Purchase' for enabling trial purchases.
By providing special post-purchase experiences, Recustomer enhances user experience and supports the sales growth of e-commerce businesses.
Service Site URL: https://recustomer.me/
■ Overview of Recustomer Inc.
Company Name: Recustomer Inc.
Representative Directors: Yoshihiro Shibata, Shohei Tsujino
Business Content: Development and operation of the post-purchase experience platform 'Recustomer'
Established: March 2017
Headquarters: 8F, Ginzaminto 5-14-1, Chuo-ku, Tokyo
Additionally, about 90% of cancellation responses and about 82% of return requests have been automated, enhancing customer convenience and streamlining customer support operations.
For more detailed case studies, please visit
https://recustomer.me/case/mix.tokyo
■ Background of Introduction
In recent years, the e-commerce market has seen rising costs for acquiring new customers and intensifying competition, making the continuous relationship building with existing customers and improving LTV (customer lifetime value) important management issues.
In this context, for e-commerce businesses, the importance of 'post-purchase experience', which includes not only the product purchase experience but also delivery, returns, exchanges, and inquiry responses, has been increasing. While the post-purchase experience significantly influences customer satisfaction and repeat purchases, it has often been discussed from the perspective of business efficiency and cost reduction and has not been fully utilized.
In particular, returns and cancellations are points where customers are likely to feel anxious or dissatisfied, but if an appropriate experience is provided, they can also become opportunities to deepen trust with customers.
'Mix.tokyo', operated by TSI Corporation, is an apparel e-commerce platform with over 50 brands. As the company progresses with the integration of multiple brand e-commerce sites, it has faced challenges such as increased operational load for handling returns and cancellations and the unification of different operational rules for each brand.
Previously, returns and cancellations were handled mainly through emails and phone calls, requiring manual confirmation and response by customer support staff for each case. Additionally, about 70% of cancellation requests from customers occurred outside business hours, making it necessary to balance customer convenience and business efficiency.
Against these challenges, mix.tokyo positioned returns and cancellations not just as operational responses but as important touchpoints for building continuous relationships with customers. To achieve the unification of post-purchase experiences across multiple brands and the streamlining of customer support operations, Recustomer was introduced.
■ Effects of Introduction
LTV of customers with return experience improved by approximately 3.7 times, with post-purchase experience promoting customer loyalty
As a result of analyzing operational data, the LTV (customer lifetime value) of customers with return experience improved by approximately 3.7 times compared to regular purchasers, and the LTV of customers with cancellation experience improved by approximately 2 times.
In apparel e-commerce, there are many elements that cannot be fully confirmed before purchase, such as size and material feel. By creating an environment where returns are easy, customers can make purchases with peace of mind, and this sense of security is believed to lead to continued use and trust in the brand.
About 90% of cancellation responses automated, balancing customer convenience and business efficiency
With the introduction of Recustomer, about 90% of cancellation responses have been automated. Previously, about 70% of cancellation requests from customers occurred outside business hours, and there were cases where customers had to wait until the procedure was completed. However, after the introduction, customers can now complete the procedure anytime, 24/7, reducing waiting time and enhancing convenience.
Additionally, by clarifying return and cancellation rules and providing consistent guidance, an environment has been created where customers can easily understand the procedure contents. This has also led to improved satisfaction with the procedure and the standardization of response quality. Furthermore, by reducing routine tasks, the customer support department has built a system to allocate resources to higher-value tasks.
About 82% of return requests automatically accepted, enabling customers to complete procedures anytime, 24/7
About 82% of return requests are now accepted through Recustomer, allowing customers to complete procedures anytime, 24/7.
By linking order information, obtaining return reasons, and using photo upload functions, cases that previously required multiple exchanges can now be handled smoothly, leading to the standardization of response quality and business efficiency.
Creating a user-friendly purchasing environment across more than 50 brands
Mix.tokyo, which offers a variety of brands, provides opportunities to encounter various brands and products within a single platform. However, since the size, design, and wearing feel differ for each brand, there is also an aspect that makes customers anxious at the time of purchase. By improving the post-purchase experience, including the return experience, such anxieties are reduced, and an environment is created where customers can easily challenge new brands and products. This also leads to the promotion of cross-brand usage and continued use.
■ Future Prospects
Mix.tokyo plans to further utilize post-purchase data such as return and exchange reasons in the future to reflect on product development, size design, and e-commerce site improvements.
Additionally, by utilizing accumulated VOC (voice of customer) and post-purchase data, we aim to achieve a more comfortable purchasing experience for each customer.
Recustomer will continue to support the improvement of LTV and customer loyalty for e-commerce businesses through the optimization of post-purchase experiences, including returns, exchanges, and cancellations.
For more detailed case studies, please visit
https://recustomer.me/case/mix.tokyo
■ About the Post-Purchase Experience Platform 'Recustomer'
Recustomer is a purchase experience platform that realizes the improvement of post-purchase experience and the creation of customer touchpoints. Specifically, it provides four services: 'Recustomer Delivery Tracking' for tracking orders and notifying delivery dates, 'Recustomer Returns and Exchanges' for automating return and exchange processes, 'Recustomer Cancellation' for automating order cancellations, and 'Recustomer Trial Purchase' for enabling trial purchases.
By providing special post-purchase experiences, Recustomer enhances user experience and supports the sales growth of e-commerce businesses.
Service Site URL: https://recustomer.me/
■ Overview of Recustomer Inc.
Company Name: Recustomer Inc.
Representative Directors: Yoshihiro Shibata, Shohei Tsujino
Business Content: Development and operation of the post-purchase experience platform 'Recustomer'
Established: March 2017
Headquarters: 8F, Ginzaminto 5-14-1, Chuo-ku, Tokyo
FAQ
What are the services provided by Recustomer?
Recustomer provides services such as order tracking, automation of return and exchange processes, order cancellation, and trial purchases.
What are the effects of optimizing the return experience on mix.tokyo?
The LTV of customers with return experience has improved by approximately 3.7 times, and about 90% of cancellation responses and about 82% of return requests have been automated.
What is the background of introducing Recustomer?
Against the backdrop of rising costs for acquiring new customers and intensifying competition in the e-commerce market, building continuous relationships with existing customers and improving LTV have become important management issues.
What are the future prospects?
We plan to further utilize post-purchase data such as return and exchange reasons to reflect on product development, size design, and e-commerce site improvements.
What is the overview of Recustomer Inc.?
Recustomer Inc. is a company that develops and operates the post-purchase experience platform 'Recustomer'. It was established in March 2017, with representatives being Yoshihiro Shibata and Shohei Tsujino.