About Sam & Marshall
Founded in 2019 by two visionary entrepreneurs at the age of just 19, Sam & Marshall LLP has quickly established itself as a mass premium and semi-luxury eyewear and jewelry brand. Over the past six years, the company has built a distinct identity rooted in design, culture, and storytelling. Their mission is clear: to deliver design-rich eyewear and jewelry that seamlessly balance quality, aesthetics, and value.
While their D2C website remains the core channel, accounting for nearly 90% of revenue, Sam & Marshall has also expanded across major marketplaces such as Myntra, Amazon, Flipkart, and CRED. With over 2.5 lakh orders fulfilled in just five years, the brand has cultivated a strong repeat customer base that continues to fuel its growth.
The Challenge
As the brand scaled, Sam & Marshall wanted to redefine eyewear and jewelry beyond being viewed as functional purchases. Their vision was to position these categories as lifestyle-driven choices, while staying true to their value-first ethos. Key challenges included:
- Reducing reliance on Cash on Delivery (COD), which added to operational inefficiencies and delayed cash inflows.
- Optimizing logistics and RTO management to sustain profitability without compromising customer experience.
- Maintaining consistent customer trust while expanding across categories and geographies.
The GoKwik Solution
The objective of GoKwik’s collaboration with Sam & Marshall was twofold: drive prepaid adoption and minimize RTOs without impacting their conversions, without compromising on the brand’s premium perception.
- Incentivizing Prepaid Orders: Using KwikCheckout, Sam & Marshall implemented personalized nudges at checkout that highlighted prepaid modes of payment. Customers opting for prepaid enjoyed additional discounts & offers, making it the more rewarding option.
- Reducing RTOs through intelligence and optimization: GoKwik’s RTO intelligence layer identified high-risk orders by analyzing parameters such as customer history, pin-code risk, and device behavior.
Beyond operational improvements, GoKwik also supported storytelling-led campaigns that tied together the brand’s design-first ethos with consumer aspirations. This ensured that trust, emotion, and convenience worked hand-in-hand to elevate Sam & Marshall’s identity from a utility brand to a lifestyle label.
Impact & Results
Before partnering with GoKwik, Sam & Marshall often battled with high COD dependence and operational inefficiencies. With GoKwik’s interventions, the shift was both measurable and meaningful:
- RTO reduction: Returned orders dropped from 17–20% down to 12%, translating to significant savings in logistics and improved profitability.
- Prepaid adoption: Prepaid orders surged to a 61% share, nearly doubling from the earlier 30–35%, strengthening cash flows and reducing COD risks.
- Conversion stability: Conversion rates stabilized at 2.2%, demonstrating improved shopper trust and consistent engagement despite the reduced COD reliance.
Beyond the metrics, Sam & Marshall also strengthened their brand credibility. Their transformation was recognized across the industry, with accolades such as the Fastest Growing MSME Award at the ET MSME Awards and the Most Admired Digital Campaign of the Year at the India Fashion Forum 2025.
- What’s Next: Sam & Marshall’s journey is only just beginning. The brand is preparing to leverage Partial COD (PPCOD) to further reduce RTOs and strengthen order authenticity. They also plan to adopt GoKwik’s discount engine, driving higher conversions while keeping marketing spends efficient.
With GoKwik’s RTO Intelligence, the brand will unlock additional levers such as OTP confirmation for COD orders and intent-testing via PPCOD—further minimizing fraud and boosting operational efficiency. They are also planning to enable certain interventions based on risk segments and areas where higher RTO + COD Order are coming in to ensure we control the risk as well as improve their prepaid orders.
At the same time, expansion into offline retail remains on the horizon, always with a focus on reinforcing their D2C-first foundation and building deeper connections with their community.
- Conclusion: Sam & Marshall is committed to pushing prepaid adoption even higher, streamlining logistics, and scaling storytelling-led campaigns that strengthen trust and aspiration.
With GoKwik as a partner, the brand is poised for its next phase of growth - grounded in trust, powered by technology, and elevated through storytelling.
