GoKwik Helps Boult Slash Return To Origins by 40.21%
ABOUT
Founded in 2017, Boult is a fairly young brand that’s emerged as one of the leading names in the audio and wearable industry. In just a small time span, the brand has redefined the way people experience sound and track fitness via wearables. The brand offers a wide range of innovative products, including headphones, earphones, smart watches, earbuds, wireless neckbands and speakers with a commitment to deliver exceptional audio quality and everyday wearables that blend fashion with technology.
HQ
India
INDUSTRY
Electronics
About Boult
Founded in 2017, Boult is a fairly young brand that’s emerged as one of the leading names in the audio and wearable industry. In just a small time span, the brand has redefined the way people experience sound and track fitness via wearables. The brand offers a wide range of innovative products, including headphones, earphones, smart watches, earbuds, wireless neckbands and speakers with a commitment to deliver exceptional audio quality and everyday wearables that blend fashion with technology.
Boult’s relentless pursuit to perfection is evident in its cutting-edge technology, sleek designs, and attention to details. Catering to the diverse needs of the country’s enthusiasts, its products offer immersive sound experiences that transport listeners to new realms and a range of smart watches perfect for everyday usage.
The audio and wearable brand has sold more than 1.5 crore units and aims to reach over 100 million customers by the end of 2026.
The Problem Statement
As one of the fastest growing audio and wearable brands of India, Boult continuously works to build products that resonate to the masses and offer a shopping journey that elevates their experience.
Amidst ensuring this, there certainly was something amiss.
Where the brand has a large and loyal customer base, its conversion numbers on its D2C website spoke a different story. Folks at Boult noticed that people were visiting the site and checking out the products, even adding them to the cart, but they weren’t completing the purchase.
Meanwhile, the brand was also worried about its high return-to-origin1 percentage (RTO%) on cash-on-delivery (COD) orders. As of January 2023, the percentage was as high as 46.5%.
Boult was looking for a strategic partner to solve the two problems. That’s when it discovered GoKwik’s capabilities and decided to collaborate.
Solution: The Solution
As one of the leading D2C enablement companies in India, GoKwik has built many solutions that help eCommerce brands function smoothly, increase conversions, and keep their profits intact.
Here’s what GoKwik did for Boult.
Implemented Kwik Checkout
One of GoKwik flagship products, Kwik Checkout is a smart solution that enables buyers to complete their journey within a matter of 1-2 minutes. Listed below are some of its iconic features.
- Quick Login – With its single-sign-on (SSO) and one-tap login feature powered by Truecaller, GoKwik enabled buyers to login within seconds
- Auto-address fill – By pre-populating a buyer’s address using its Network Effect, Gokwik reduces the risk of drop offs at this stage. When buyers find their address(es) already filled, it encourages them to continue and complete the purchase
- Smart Discounting – Enabling buyers to avail discounts on the checkout popup itself as well as on a variety of payment options, this further compels shoppers to make the transaction
- Comprehensive Payment Stack – By offering buyers a variety of payment options, Gokwik reduces the risk of abandonments by a great extent.
The Result
With three month of implementation of Kwik Checkout on Boult’s website, the brand’s,
- Checkout conversion rate increased by 5.52%
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- Conversion rate uplifted by 32.88% due to prefilled addresses
- Prepaid orders contributed to about 56% of the total sales
Embedded RTO Protection Suite
Considering that Boult’s RTO% on cash-on-delivery orders was about 46.5%, GoKwik advised on the implementation of its RTO Protection Suits on the brand’s website.
The AI-ML backed tool helps,
- Analyse the incoming website traffic
- Segment them as high, mid, or low-risk shoppers based on their previous purchase history and 200 other parameters
- Raise flags when a high-risk shopper attempts to place a cash on delivery order
- Implement necessary interventions across the three buckets to reduce the risk of RTO as much as possible. This may include,
- Increasing COD blocking month-on-month while regularly monitoring the impact on conversion rate
- Blocking COD on pin codes and products
- Adding COD confirmation prompt at the time of checkout
- Adding Dynamic COD fees based on risk flags
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The Result
With such interventions in place, the audio and wearable brand saw a sharp dip in its RTO% on COD. It reduced from 46.5% in January, 2023 to 27.8% in April, 2023. _1697442650.png)
- Overall RTO% reduced from 22.10% in January 2023 to 10.70% in April 2023.
- An increase in the high risk conversions, i.e., high risk customers opting prepaid
| Month | Total High Risk Hits | Blocked & converted to Prepaid | High Risk Conversion% |
| January | 3431 | 272 | 7.93% |
| February | 1963 | 174 | 8.86% |
| March | 2390 | 294 | 12.30% |
| April | 2232 | 255 | 11.42% |
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