TL;DR
In this Magic Checkout case study, we explore how Borosil, a renowned brand established in 1962, transformed its e-commerce journey. Known for its quality glassware and kitchen products, Borosil’s direct-to-consumer (D2C) journey began in 2013, making it a popular choice for customers across India.
Borosil’s Story
Borosil is a leading name in India, known for its premium glassware, kitchen appliances, and laboratory products. Founded in 1962, the brand has garnered immense popularity across the nation for its quality and innovation. In 2013, the brand embarked on a direct-to-consumer (D2C) journey to strengthen customer connections and improve the shopping experience.
Their Goal
Borosil aims to become the go-to brand for its glassware and kitchen products within the next five years. By enhancing its online presence and optimizing its operations, the brand seeks to solidify its position as a household name known for quality and innovation in every product it offers.
Challenges
As Borosil expanded its online footprint, the brand observed a significant increase in cash-on-delivery (COD) orders, which led to high return-to-origin (RTO) rates. With a COD rate of 60%, they faced rising customer acquisition costs (CAC) due to substantial investments in performance marketing. Additionally, the RTO rate stood at 11%, resulting in lost revenue.
The high volume of COD orders was directly correlated with the elevated RTO rates. Each returned order not only represented a loss of potential revenue but also increased logistical burdens, leading to higher shipping and handling costs. The financial implications were significant, as each unsuccessful delivery impacted Borosil’s bottom line and necessitated additional marketing expenditures to attract new customers.
The brand aimed to reduce the volume of COD orders and RTO rates while increasing the share of prepaid orders, ultimately seeking to enhance overall revenue.
Solution
Optimizing Payments: How Magic Checkout Revolutionized Borosil’s Transactions
To address these challenges, the brand turned to Razorpay Magic Checkout, a one-click checkout solution specifically designed to streamline the checkout process. By simplifying the purchasing experience, Magic Checkout reduced Borosil’s operational burden while enhancing customer satisfaction. The system automatically pre-fills customer information—from contact details to shipping and payment—enabling a swift and efficient transaction process that directly contributed to an increase in prepaid orders.
With the implementation of Magic Checkout, Borosil successfully decreased their COD orders by 30%. This shift not only simplified the payment process but also improved cash flow, alleviating the complexities associated with cash transactions.
Additionally, Magic Checkout significantly reduced RTO rates, bringing them down by an impressive 36.36%. This improvement led to fewer returned shipments, translating into increased revenue and lower logistics costs. As a result, the brand could focus more on growth and less on the challenges posed by high return rates and cash handling.
Borosil on Razorpay
Unlock Success with Razorpay Magic Checkout
For e-commerce businesses looking to reduce their RTO rates and boost prepaid orders, Razorpay Magic Checkout is the solution. With its seamless integration and user-friendly features, businesses can experience transformative results that enhance operational efficiency and drive revenue growth. Embrace the magic of Razorpay Magic Checkout and witness the difference it can make for your brand!
