Pilgrim Aces Its 5-Day Long Birthday Flash Sale, With GoKwik
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Clocks 75K+ Orders, ~92% More Than Its Previous Flash Sale!
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India
INDUSTRY
Beauty & Personal Care
About Pilgrim
Pilgrim is one of the leading and fastest growing beauty and personal care brands of India that primarily focuses on offering native beauty traditions to Indian beauty enthusiasts from across the globe. Pilgrim works on a unique proposition – to offer toxic free and 100% vegan beauty products which ensure utmost health and hygiene of one’s skin.
Like most D2C brands, Pilgrim too resorts to running sale events, to not only elevate its sales but offer deals and discounts that benefit its customers. The brand ran one such sale from August 24 to August 28, 2023 to celebrate its 4th Birthday.
However, running a sale comes with its share of pros and cons. And, when it’s a Flash sale, cons may outweigh the pros. Being vigilant and overcoming hurdles with the help of a trustworthy checkout solution is the key to success.
To ensure a smooth and successful 5-day long sale, Pilgrim involved GoKwik from a planning stage.
Challenges Faced By Pilgrim
Based on a previously run flash sale in April of 2023, Pilgrim anticipated a surge in online traffic and sales during its Birthday sale event. However, they were more concerned about potential platform errors, order processing bottlenecks, and customer escalations which were a major concern during their previous flash sale. To address these challenges, they involved GoKwik for assistance and collaboration.
GoKwik extended the following help and helped Pilgrim ace its Birthday flash sale.
Solutions Provided By GoKwik
Pilgrim had to gauge the occurrence of an issue commonly known as ‘429 errors’ that is prevalent during such events.
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What does 429 Errors mean? It’s a common error that occurs when an eCommerce brand receives more requests than the API rate limit set by the platform on which it’s built. This usually happens when there is a sudden surge of traffic on the website. As a result, some customers may encounter delays or experience issues while browsing or placing orders on the website.
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GoKwik helped Pilgrim tackle the issue and effectively manage high order volumes as themost stable and scalable checkout partner.
1. Smart Order Processing Mechanism
To address this problem, GoKwik developed an intelligent mechanism especially designed to ensure seamless order processing, even when the brand experienced high demand. The sophisticated system efficiently redirected orders within Pilgrim’s infrastructure, thereby enhancing system stability and significantly improving Pilgrim’s order processing efficiency.
2. Enhanced Efficiency
GoKwik acts as a Checkout Player outside Pilgrim’s native checkout mechanism. It’s more proactive and comes with extra advantages. During Pilgrim’s flash sale, GoKwik made things even better. It streamlined the entire process of creating orders and paying for them smoother for customers by using fewer API requests. This made Pilgrim’s website work better during high traffic periods.
3. Increase In Rate Limit
We decided to request the commerce platform for an increase in rate limits to accommodate the expected surge in order requests.
Rate limit refers to the number of API requests a platform can handle per second.
We enabled a five-fold increase in the maximum number of requests the system could receive, going from 20 requests per second to an impressive 100 requests per second. This enhancement ensured that the website efficiently processed a higher volume of customer requests while maintaining stability.
4. Downtime Error Management via Empathetic Messages
Downtime errors can affect potential sales, trigger customer escalations and result in revenue losses.
GoKwik played a crucial role in proactively managing escalations by implementing accurate error messages. Pilgrim’s customers were promptly informed of any issues, reducing frustration and uncertainty in the event of order failures.
In cases of order failures due to a surge in demand for both Cash-on-delivery (COD) and prepaid orders, GoKwik worked with Pilgrim to craft empathetic error messages. These messages reassured shoppers and provided clarity during any disruptions in the ordering process.
The Result
At the end of the 5-day long Birthday flash sale period, Pilgrim witnessed the following results.
- An error-free flash sale registering a total of ~3 lakh checkout hits/order requests
- A total of about 75K+ successful orders were placed throughout the sale period marking a 2X increase in the number of orders compared to their April Flash Sale!
- Pilgrim served as high as 7200 requests per minute using GoKwik’s KwikCheckout
- Compared to a non-sale day, the Birthday sale days saw a 6X increase in the number of checkout requests
“We really appreciate the tremendous effort and support provided to us in the last 1-2 months by the GoKwik team to ensure that Pilgrim’s Birthday Flash Sale goes smoothly. We clocked in about 75000+ orders in 5 days, almost double the numbers as compared to our April Flash Sale. Much thanks to the GoKwik team for making it possible. Together, I am sure, we can grow this 5-10X in the future.”
— Pritish Vartak, AGM, Growth Marketing, Pilgrim
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