From a tiny canteen in Erode, Cookd emerged. Aathi, a college student, felt a connection with the canteen and took over for a year, crafting his first meal—a twist of destiny in his culinary journey.
In this Magic Checkout case study, we’ll explore Cookd’s inspiring journey, showcasing the transformation of a hobby into a thriving business. Starting as a social media brand sharing tempting recipes, Cookd evolved into a full-fledged culinary sensation. Join us as we delve into their remarkable journey, navigating challenges, and discover how Razorpay Magic Checkout, a one-click checkout solution, conquered their biggest hurdle. This Magic Checkout case study highlights the effectiveness of this solution in enhancing Cookd’s operational efficiency and reducing Return to Origin (RTO) rates.
Cookd – Crafting Culinary Adventures
In 2019, Cookd embarked on its flavorful journey as a social media sensation, enchanting audiences with entertaining recipes shared on Instagram, Facebook, and even TikTok. Boasting a community of 4 million followers, their engaging content became the heartbeat of the brand.
As the world grappled with the challenges of COVID-19, Cookd’s followers eagerly sought quicker, hassle-free recipes. The idea struck – “What if we create recipe mixes that enable people to replicate our recipes effortlessly?“
In 2022, the brand introduced a range of recipe mixes, including Fried chicken kit, Madras 65 masala, Authentic Biryani Kits, Tikka Kits, and Curry pastes. Expanding rapidly, they ventured into marketplaces like Flipkart, Amazon, Jio Mart, Big Basket, and Instamart, supplementing their presence with retail stores in Chennai and Coimbatore.
Driven by quality, the brand guarantees its recipe mixes are free from preservatives, colors, and artificial flavors. The unique packaging not only maintains freshness but also distinguishes them. Each recipe mix boasts a QR code, unlocking a post-purchase journey for customers to access 15-20 recipes with step-by-step videos.
Complementing this, the Cookd app, on iOS and Android, empowers customers to discover culinary delights. With plans to expand retail stores, introduce new products, and offer unparalleled post-purchase support, the brand is set to redefine the art of cooking.
The Challenge
Meeting the Cash-on-Delivery Challenge Head-On
Dealing with Cash-on-Delivery (COD) poses a significant hurdle for most online brands in India. For many online shoppers, COD is the go-to payment method. For Cookd, a whopping 70% of their orders were placed via the COD payment method, while only 30% opted for prepaid payment methods. The catch? COD introduced a substantial problem – Return to Origin (RTO). RTO impacted both the operational efficiency and also incurred additional expenses, making COD a double-edged sword for them.
At first, we didn’t realize that COD was causing most of our RTO issues. Once we figured it out, we needed a quick fix. This pushed us to rethink our payment and delivery methods, finding smart ways to tackle the problems caused by COD.
The Solution
Razorpay Magic Checkout: Revolutionizing the COD Challenge
Cookd found its answer in Magic Checkout’s innovative COD Intelligence algorithm. This smart system investigated each COD order, automatically gauging the risk level for potential Return to Origin issues. By swiftly disabling COD for high-risk users, Magic Checkout significantly reduced the propensity for RTO, nudging more users towards opting for prepaid methods.
But Magic Checkout didn’t stop there. It worked like a charm by streamlining the checkout process. The system automatically pre-filled contact and delivery details for their customers, resulting in purchases being completed 5X faster.
We explored several other solutions, but in comparison to others, Razorpay stands tall as a trusted brand. The reliability of Razorpay’s offerings instills confidence; you know that whatever they provide will be stable. This assurance led us to adopt Razorpay’s Magic Checkout, and the impact has been substantial. Magic has proven to be a significant asset, significantly improving our operations.
The Impact
Cookd on Razorpay Magic Checkout
From RTO Woes to Victory: The Magic Checkout Way
Empower your eCommerce venture like Cookd did with Razorpay Magic Checkout. Elevate your business with higher prepaid orders, reduced RTO rates, and remarkable revenue growth. Seize success by connecting with us today. Let Magic Checkout be your catalyst for unparalleled eCommerce triumph. Unlock its transformative power and propel your business into a new era of efficiency and growth.
