Authentic Brands Group taps Seel tech to boost post-purchase experience for customers

Seel, an agentic post-purchase platform, has announced a partnership with Authentic Brands Group (Authentic), a sports, media, entertainment and lifestyle platform.

The tie up aims to deliver a more confident, streamlined post-purchase experience to Authentic’s portfolio, which includes names like Reebok, Juicy Couture, Champion, DC Shoes, Vince Camuto, Roxy and RVCA.

Authentic will integrate Seel’s Worry-Free Purchase programme, providing its shoppers with an added layer of protection against delivery issues such as missing or stolen packages. Seel handles all claims, refunds, and support directly, while providing support to the company’s customer service teams. It says that its AI driven instant claim process reviews and approves claims immediately.

“Delivering an exceptional customer experience is our priority,” says Adam Kronengold, Chief Digital Officer at Authentic. “Partnering with Seel allows us to enhance the journey beyond checkout and give our shoppers the confidence and peace of mind they expect from our portfolio of iconic brands.”

“Our mission is simple: make everything after checkout feel effortless,” says Zack Peng, CEO at Seel. “With Worry-Free Purchase, brands within Authentic’s global portfolio can now offer a risk-free delivery experience, and we’re excited to help them deliver a best-in-class post-purchase relationship.”

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.