Customer Contact Rate (CCR) Surges in Q2: 157ppm Increase Driven by ORC and Misbranded ASINs

The increase in CCR (Customer Contact Rate) in Q2, which saw a significant rise of 157ppm (+64% YoY, +303% QoQ), can be attributed to two main factors. Firstly, the increase in detection from the Online Return Centre (ORC) resulted in approximately 20ppm of the overall increase. This can be attributed to the improved coverage in Customer return reason codes, allowing for better identification and tracking of customer returns. Secondly, the issue of misbranded ASINs accounted for around 44ppm of the overall increase. This can be attributed to the growing customer demand for famous cosmetic brands, such as Beauty of Joseon and Thrive Causemetics. These brands, known for their quality and popularity, have experienced a surge in customer interest, resulting in more returns and customer contacts related to these products. Overall, the combination of improved detection from the ORC and the demand for famous cosmetic brands has contributed to the significant increase in CCR during Q2.