How the Pragma D2C Operating System Reduced Losses

^{Saving over ₹9,50,00,000 FY21}

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Meet the Client

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Snitch, India's top Men’s clothing brand - Encapsulating inspirations from around the globe. Crafting for the fashion-forward modern man. Offering an unconventional style ethos as a men's fast fashion brand. 

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Challenge: Losses in Customer Journey

Inefficiencies and incapacities in various stages of the consumer’s purchase experience led to losses - such as increased RTO rates, fulfilment potential affected in NDR management and Returns Management.

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Solution: Implementing solutions for every stage of Customer Journey

The Pragma D2C Operating System was installed to target the key stages to analyse and optimise intricate aspects.

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Stage 1 - RTOs eradicated

• The consumer info is verified for errors in real-time. Such as pincode mistakes or invalid phone numbers.
• 300+ parameters placed to detect fraudulent purchases, bots, scammers, impulsive buyers etc.
• Data across platforms and 250+ brands offers info on high RTO risk users to be flagged
• Dynamically disable the COD option for high RTO risk users. Based on prior user data across brands and platforms.

Stage 2 - NDRs effectively managed

• The delivery partner and the customer are kept in contact in real-time to avoid NDRs
• SLA breaches are reported in Logistic analysis

Stage 3 - RMS (Returns Management System) Fully Automated 

• Returns are intelligently segmented under returns/exchanges/refunds and in turn triggers respective actions automatically
• Handover to live agent in case of complex issues is made seamless 
• Cashless COD refunds activated for improved customer satisfaction

Stage 4 - Post-purchase

• COD orders verified post purchase to avoid impulsive buys
• Automated abandoned cart recovery enabled to reduce losses
• COD to prepaid conversion tactics are carried out to limit losses in case of returns
• With the help of geoanalysis, the closest fulfilment centre is assigned to the delivery partner in order to achieve on-time delivery.

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Result: Saved over ₹9,50,00,000 FY21

• Customer data & analytics - user data from previous purchase and other portfolio brands to flag high RTO risk users
• Compile internal & external info - measure errors from the side of 3PLs that lead to RTOs. such as SLA breaches.
• RTOs reduced by 27.45%
• 15,999 NDRs solved and fulfilled
• Prepaid Orders increased by 4.27%
• Automated 100% of RMS

“Losses add up in time, but with a couple integrations from Pragma we saw an evident reduction in various stages of our customer journey.”

- SNITCH

Additional metrics moved

While Snitch used WhatsApp Broadcast messaging for promotional campaigns and updates

Open rate for these campaigns was at 73% and CTR at an average of 4%.

Rate of customers unsubscribing from these campaigns was at an average of 0.08% for the year 2021.

RTOs were significantly reduced where,

• 4 out of 5 potential RTO from SLA breaches were prevented by NDR management system
• Not more than 13% of total orders had an NDR (Non-Delivery report) + RTO status
• All while RTOs were never greater than 15% for any month in 2021

The bottom line…

1. Data oriented approach to avoid RTOS and other losses
2. Automation max - RMS, Abandoned cart recovery, COD verification etc.
3. Increased customer satisfaction
4. Losses reduced by more than ₹9,50,00,000 FY21

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Enabling a Loss-free Ecommerce Business

Pragma. D2C Operating System.