We at FAE Beauty conceptualize and create beauty products for everyone. We bring to everyone something real, authentic, and unfiltered.– Karishma Kewalramani, founder of FAE Beauty.
While sharing her brand’s ethos of inclusivity and authenticity, Karishma also highlighted the operational challenges FAE Beauty faced, including high Return to Origin (RTO) rates and a cumbersome checkout process. This Magic Checkout case study reveals how FAE Beauty effectively addressed these pain points.
FAE Beauty: Redefining Authentic Beauty
FAE Beauty, which stands for “Free and Equal Beauty,” was founded by Karishma Kewalramani in late 2019. Driven by her passion for the beauty industry and a desire to make a meaningful impact, Karishma created a brand that embodies authenticity and inclusivity. After her education in California, she was inspired to establish a brand in India that reflects her values of authentic and unfiltered inclusivity while offering effective yet affordable products for Indian skin.
FAE Beauty’s ethos centers around redefining traditional beauty standards. The brand is committed to delivering products that are both trendsetting and ethical, ensuring that high quality is never compromised for the sake of trends. Their mission is to make beauty accessible and enjoyable for everyone, addressing the needs of those who feel overlooked. FAE Beauty aims to create a beauty experience that is less daunting, more convenient, and more inclusive.
The Challenge: High RTO and a Slow Checkout
Dealing with Cash-on-Delivery (COD) poses a significant hurdle for most online brands in India. For many online shoppers, COD is the preferred payment method. For FAE Beauty, a substantial portion of their orders were placed using the COD payment method. However, COD introduced a major problem: Return to Origin (RTO). RTO impacted both operational efficiency and incurred additional expenses, making COD a double-edged sword for the company.
Another challenge was the slow checkout process. The lengthy checkout forms required customers to spend 1.5 to 3 minutes to complete them. FAE Beauty recognized the urgent need for a solution to streamline their checkout process and alleviate this challenge.
The Solution: Streamlined Checkout and Intelligent RTO Management
Magic Checkout provided a comprehensive solution to FAE Beauty’s challenges. The platform introduced COD RTO Intelligence, a sophisticated algorithm evaluating the risk associated with each order. By scrutinizing historical customer data and address accuracy, Magic Checkout intelligently deactivated COD for high-risk orders, resulting in a reduction of unfulfilled deliveries and related expenses.
Moreover, Magic Checkout offered actionable insights through data analysis, empowering FAE Beauty to block specific pin codes or IP addresses with a history of elevated RTO rates. The RTO protection feature further bolstered the brand by covering return costs for Magic-approved orders that still encountered RTOs, alleviating operational strain.
Magic Checkout’s hassle-free checkout feature was instrumental in resolving the slow checkout process. By pre-populating shopper details such as contact information, shipping address, and payment information, Magic Checkout significantly decreased checkout time. This transformative shift was facilitated by Razorpay’s extensive network, serving over 200 million customers annually. This enhancement accelerated the checkout process by up to five times, culminating in a smoother and more efficient shopping journey.
The Impact: Reducing RTO and Improving Efficiency
The implementation of Magic Checkout resulted in a 33.3% reduction in RTO rates. The enhanced, faster checkout experience and effective management of RTOs significantly streamlined FAE Beauty’s operations, leading to improved efficiency and customer satisfaction.
Success in Their Own Words: FAE Beauty’s Experience
Your Turn to Shine: Optimize Your Checkout and Slash RTO with Magic
FAE Beauty’s success story with Magic Checkout highlights the transformative impact of efficient checkout solutions in overcoming key business challenges. To enhance your checkout process and reduce RTOs, click the link below to get started with Magic Checkout today.
