Man Matters Uses GoKwik’s ML Model To Reduce RTO By 8.5%

Solution: The Solution

100% RTO Protection With GoKwik

With high Return to Origin, the profitability and overall growth of an eCommerce business is impacted. With the rise in conversion, RTO rises too. However, GoKwik provides 100% protection against RTO.

Customised Model Post Thorough Data Analysis

RTO behaviour in every business model is different. As a result, GoKwik did a thorough RTO behavioural analysis post going live with Man Matters. Collecting a variety of data and setting over 200+ parameters in place, GoKwik analysed how customer behaviour differed across various factors and various stages of the shopping funnel.

GoKwik then created a custom machine learning model to track and catch possible RTO orders. This model stack ranked orders as high risk, moderate risk and low risk to enable cohort based decision making.

Dynamic CoD using GoKwik’s Real Time RTO API

Using RTO API, we integrated the AI/ML custom model to Man Matters’ Checkout Process.

1. GoKwik analyses order details, cart details, historic data, customer behavioural patterns and predicts the RTO risk of order before reaching the payment method screen.
2. If a high risk flag is raised against an order, GoKwik immediately disables the CoD option on such orders as delivery rates in the high risk segment is less than 30%.
This demotivates frequent RTOers and further shows the genuineness of a customer to make a purchase

The Result

Blocking merely 3% of high risk CoD orders resulted in an overall RTO reduction by 8.5%

• Out of the above mentioned 3%, of orders were converted to prepaid orders which
  further contributed to minimising GMV loss.
• Even as the number of orders continued to increase, the rate of RTO continued to show a downward trend

Further Interventions In Place

For the orders that were ranked as moderate risk, GoKwik put some robust interventions in place ensuring minimal disruption of conversion rates and GMV realisation.

• Incentivising prepaid payment methods such as UPI ensured greater customer interest in making such payments.
• AI/ML enabled algorithm analysed the addresses filled by the customers and scanned nearby
  areas to pinpoint the exact customer location.
• Intelligent order confirmation analysed and confirmed the high intent of the customer.
• Optimal communication throughout the checkout delivery

As a result of these interventions, Man Matters saw a significant rise in delivery rates while the RTO rates kept reducing.

Future Promise

GoKwik constantly upgrades its service quality. That’s what we are aiming to do with Man Matters too. We are now scaling up interventions and within the next three months, we aim to further reduce Man Matters’ RTO rate by 20%. We will continue to stand true to our merchant-first philosophy and constantly deliver reduced RTO, increased conversions and higher GMV realisation for Man Matters.

Seeing the results of Man Matters, multiple brands have approached us seeking solutions to similar problems.

If you as a brand also want to reduce RTO, boost conversions and increase the overall GMV of your brand highly and quickly, feel free to reach us.