Implementing customer feedback instantly: How INASKA uses toern to digitally understand the try-on moment

Sustainability at INASKA means not only using environmentally friendly materials, but also encouraging conscious consumption. The Hamburg-based sustainable swimwear label wants to help customers order only what truly fits – and in doing so, reduce returns.

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The challenge: Understanding returns instead of just processing them

Many customers order bikinis in several sizes or colors to try them on at home – much like in a fitting room. This is understandable, especially after pregnancy or when someone hasn’t purchased swimwear in a long time.

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Avoiding over-ordering and gaining real insight into returns

Still, INASKA wanted to prevent excessive orders and keep returns within a healthy range.

Before working with toern, the returns process ran through a simplified system: returns were recorded by logistics, documented in Excel sheets, and refunded manually. It was error-prone, time-consuming, and lacked a true data foundation. Customer feedback was completely missing, and logistics had no clear overview of individual items or their condition.

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The solution: Qualitative data instead of Excel rows

With toern, INASKA has taken the step from purely quantitative processing to genuinely understanding the customer experience.

Customers can now share why an item did not fit through text, voice, or image messages directly in the returns portal — whether the bikini was too loose, the material felt different than expected, or the color wasn’t quite right. These insights are collected, shared internally, and actively used for product development.

One example: Based on feedback from two customers, certain bra models were adapted and tested again, directly from the dialogue.

At the same time, toern delivers detailed product data: How often was an item sold? In which size does it return more often? In what condition does it arrive? This helps INASKA identify which sizes or fits should be improved and when a product is performing perfectly.

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The result: More dialogue, less over-ordering

By combining qualitative feedback with quantitative data, INASKA has gained an entirely new perspective on the returns process. Customer dialogue is now a part of product development, and logistics works data-driven instead of relying on Excel sheets.

“We want to engage with our customers. We want to know why a bikini didn’t fit — or what they especially loved.”

The collaboration with toern began hands-on: the toern team visited INASKA onsite in their logistics center to understand processes and develop custom adjustments.

Today, INASKA sees toern as an innovative partner that not only digitizes processes but evolves them together with the brand.

“toern is a young, innovative company that reacts flexibly to the market and has become a valuable partner through its network. ”

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Conclusion

At INASKA, returns are not a necessary evil, but a reflection of the customer experience.

Through toern, returns have transformed from a cost factor into a strategic moment of dialogue — a shift that saves resources and actively supports conscious, sustainable consumption.

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