Instafab Plus Partnered With GoKwik
ABOUT
Scaled its GMV by 32.88% with GoKwik's Solutions
HQ
India
INDUSTRY
Fashion
Summary
The fashion industry is witnessing a tremendous shift, not just in terms of introducing trendy and chic styles, but also ensuring utmost comfort and breathability. Moreover, plus-size clothing is no longer a niche segment; it has become a thriving part of the global fashion landscape.
Instafab Plus has emerged as a pioneer in this revolution, redefining how plus-size individuals view fashion. The brand's mission is clear: to empower people to embrace their unique personalities through fashion, free from stereotypical norms. With funky and stylish plus-size clothing for both men and women, Instafab Plus aims to replace the saying "fit and fabulous" with "free and fabulous."
Background
Instafab Plus is dedicated to celebrating plus-size fashion and empowering the people of India to feel comfortable in what they wear. The brand strongly opposes the notion that plus-size individuals should conform to restrictive fashion norms. From oversized shirts to dresses, jeans, cargos, co-ords, and even winter wear, Instafab Plus ensures that no fashion aspiration is left unfulfilled.
To scale its business and reach a broader audience, Instafab Plus has been employing many marketing tactics and has seen some tangible results. However, most of its conversions come from third-party websites and collaborations which come with commissions and lower profit margins. Moreover, in an era of direct-to-consumer, Instafab Plus also wanted to build a direct connection with its target audience and has been working relentlessly towards achieving that goal.
While analysing its D2C shop, the folks at Instafab Plus needed a strategic partner to help them identify frictions leading to a current low conversion rate and high drop-off rate and reverse these two metrics as soon as possible. For this, the brand turned to GoKwik.
Implementing The GoKwik Solutions
To tackle the leading plus-size brand’s primary concerns, GoKwik sought to implement two of its most effective solutions on Instafab’s website.
KwikCheckout: Ensuring A Seamless Checkout Process
GoKwik implemented its KwikCheckout solution on the brand’s website. Sitting over its native checkout solution, KwikCheckout aimed to offer a seamless checkout process to the brand’s shoppers. This included several key features like:
- Quick Login Process: Shoppers could log in quickly using their mobile number and OTP or through WhatsApp. Instafab Plus leveraged GoKwik’s partnership with Truecaller to allow shoppers to quickly authenticate their accounts and seamlessly log in on the brand’s mobile site. Additionally, Single Sign-On (SSO) allowed existing GoKwik shoppers to auto-login on Instafab Plus's site and directly land on the address stage.
- Address Pre-fill: Using GoKwik's data of over 100 million shoppers, GoKwik pre-filled at least two of the most recent addresses of the shoppers. This feature allowed them to simply select an address and proceed to the payments page, significantly reducing the time spent on checkout and the chances of drop-offs.
- Quick Discounts: GoKwik allowed Instafab Plus to embed a discount engine on the checkout pop-up window, enabling shoppers to quickly select and redeem additional rebates. This made the shopping experience more enticing. Meanwhile, Instafab Plus could leverage GoKwik’s 250+ discounting configurations and create the most meaningful discounts for its brand and shoppers’ benefit.
- KwikPay: Enhancing the Payment Experience GoKwik also implemented KwikPay on the brand’s checkout window. The comprehensive payment stack gave shoppers an expansive variety of payment options to choose from and complete their transactions within seconds.
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Risk-Based Interventions
Besides enhancing the checkout process, GoKwik also implemented several risk-based interventions to reduce high-risk transactions and minimise profit leakages. These included:
- Cash on Delivery (COD) Restrictions: GoKwik helped the brand put COD capping to reduce the risks associated with higher-value COD transactions. For instance, it made COD available only on orders below INR 4500.
- Prepaid Discount: A 5% discount was offered on all prepaid orders, incentivizing customers to choose prepaid options and reducing the risk of return-to-origin (RTO) incidents.
- RTO Confirmation Prompt: For high and medium-risk users, a prompt was introduced to confirm their orders, reducing the chances of fake orders and RTO cases.
The Result
By implementing GoKwik's solutions, Instafab Plus witnessed a significant transformation in its business metrics. The seamless checkout experience, combined with risk-based interventions, led to remarkable improvements in various areas.
- Checkout Started: The number of checkouts started improved by 55.46% within 6 months.
- Gross Merchandise Value (GMV): Instafab Plus clocked a 32.88% growth in GMV.
- Order Count: The total order count increased by 32.01%.
- Average Order Value (AOV): The AOV also improved by 0.66%.
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