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Kwik Checkout

Fashion & Apparel

Blue Tyga Improves Checkout Conversion Rate By 39.53% Using GoKwik Services

ABOUT

Brings Down RTO By 57% & Uplifts Prepaid Order Conversions By 95.24%

HQ

India

INDUSTRY

Fashion

About Blue Tyga

Blue Tyga is a leading comfortable techwear brand that emerged from the legacy of Walkaroo, India's leading footwear brand. The brand aims to redefine comfort in the apparel industry and is on a mission to create a "comfiverse" where comfort is not a compromise but an experience. By engineering solutions into their garments, Blue Tyga addresses common clothing issues such as chafing and lack of functionality. Its innovative features include UV protection, cooling technology, and breathable fabrics. Blue Tyga prioritises comfort and technology, ensuring their clothing adapts to active lifestyles while providing unmatched comfort and freedom of movement.

Problem Statement

Blue Tyga, a promising D2C brand, is making waves in the market with its exceptional range of comfortable and innovative apparel. However, like many other D2C brands, Blue Tyga faced several significant challenges that were impacting its profitability and growth.

Firstly, despite high website traffic, the brand experienced low conversion rates, indicating a disconnect between attracting visitors and converting them into paying customers. Secondly, a high percentage of orders were placed using the cash-on-delivery (COD) option, which often led to higher returns and cancellations. This was compounded by the frequent return-to-origin (RTO) occurrences, where shoppers cancelled their orders while in transit or at the time of delivery.

These problems collectively erode the brand's profits and hinder its bottom line. While expanding through other channels was increasing the brand’s revenue, it also brought additional costs and commissions.

Therefore, Blue Tyga needed a strategic solution to address these three pressing concerns: improving conversion rates, reducing COD orders, and minimising RTOs.

Solution: The Solution

Blue Tyga partnered with GoKwik, a one-stop growth accelerator for eCommerce brands to tackle these challenges. GoKwik offers a range of solutions designed to optimise the D2C business model, focusing on seamless checkout processes, efficient RTO management, and enhanced customer engagement. The implementation of GoKwik’s solutions provided a multifaceted approach to addressing Blue Tyga’s issues.

1. KwikCheckout: Streamlining The Checkout Process

One of the primary pain points for Blue Tyga was the cumbersome checkout process, which led to high drop-off rates. GoKwik’s KwikCheckout solution streamlined this process by embedding a:

Simplified Login Process: Shoppers could easily login using their mobile numbers and verify via OTP or leverage Truecaller for quick login on mobile sites. This made the login process quick and hassle-free. They were also automatically logged in via SSO login if the shoppers were an existing part of the GoKwik network.
Pre-fill Address Feature: Recognising that lengthy address forms often cause drop-offs, KwikCheckout leveraged its extensive database of over 100 million shoppers to auto-fill addresses. This feature significantly reduced friction, allowing shoppers to quickly skim through their address details, select one of their choices, and move to the payments stage. Shoppers also had the leverage to quickly add a new address within seconds owing to GoKwik's smart address-fill feature.
Discount Integration: Instead of shoppers having to search for discount codes on the website, KwikCheckout incorporated a discount field directly into the checkout pop-up. This convenience encouraged shoppers to easily select discounts, and complete their purchases without leaving the checkout page.

2. KwikPay: Enhancing Payment Options

GoKwik’s payment suite, KwikPay, enabled Blue Tyga to offer a variety of modern payment options, ensuring a seamless and flexible payment process for customers. This variety included popular digital wallets, UPI, credit/debit cards, and more, catering to diverse customer preferences and making the payment process smoother and faster.

3. Smart COD Suite: Minimising High-Risk COD Orders

COD orders pose a significant challenge as they result in high RTO rates which ultimately affect a brand’s bottom line. To solve this issue, GoKwik implemented its Smart COD Suite on Blue Tyga’s website. Backed by AI-ML technologies, the Smart COD Suite helped mitigate this issue by:

Identifying High-Risk Shoppers: The suite identified shoppers with low buying intent and high risk of cancellation based on 200+ parameters including their buying history, purchase pattern, etc.
Intervention Strategies: Implementing a combination of high, medium, and low-degree interventions such as COD Blocking, COD Captcha, COD Prompt and COD Fee, etc., the suite effectively weeded out low-intent shoppers, ensuring that only genuine orders were processed.

By focusing on good leads, Blue Tyga was able to reduce the frequency of COD order cancellations and RTO incidents.

4. KwikChat: Boosting Customer Engagement

In addition to optimising the checkout and payment processes, Blue Tyga utilised GoKwik’s KwikChat to enhance customer engagement:

Run Targeted Campaigns On WhatsApp: Blue Tyga ran targeted campaigns via WhatsApp to increase customer engagement and retention.
Send Order Updates And Messaging: it also used KwikChat to send order updates and essential messages, such as order dispatched, out for delivery, “how-to” guides, etc. which helped reduce order cancellations by keeping customers informed and engaged throughout their purchase journey.