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Building Trust in Ayurvedic Ecommerce
Summary
Shesha Ayurveda, co-founded by Rengi Anuj and Anuj Shreedaran, initially thrived in Kerala due to the local population's familiarity with Ayurvedic products. However, as the brand expanded into other states, it faced significant challenges related to customer trust and understanding of the brand.
Customers expressed concerns about product efficacy, brand policies, and order tracking, which necessitated a seamless customer journey. To address these challenges, Shesha Ayurveda sought a reliable partner to streamline their operations and enhance customer support.
The collaboration with Shiprocket proved beneficial, leading to improvements in checkout processes and a reduction in abandoned carts. Enhanced communication strategies, including broadcast campaigns, further supported customer engagement and brand growth.
Over four years, Shesha Ayurveda experienced a notable decrease in return-to-origin (RTO) rates, contributing to improved revenue. The brand anticipates significant growth in order volume over the next three years, aiming to scale from 100,000 to 300,000 to 500,000 orders per month.
Perspectives
short
Shesha Ayurveda
- Highlights the ease of scaling in Kerala due to local awareness of Ayurveda
- Identifies customer trust as a major challenge in new markets
- Emphasizes the need for seamless customer journeys and clear communication
- Proposes integration with a single reliable partner to streamline operations
- Reports significant improvements in cart conversion rates with Shiprocket
- Notes a decrease in RTO rates from 12% to 8-9% per month
Challenges in Scaling
- Questions the effectiveness of relying on a single partner for operational needs
- Raises concerns about potential vulnerabilities in customer experience
- Critiques the assumption that improved checkout processes alone can build trust
Neutral / Shared
- Acknowledges the importance of effective communication in customer engagement
- Recognizes the role of data analytics in measuring campaign effectiveness
Metrics
RTO
12% to 8-9%
reduction in return to origin rates
Lower RTO rates can significantly enhance revenue and customer satisfaction.
Our RTO rate has come down significantly from 12% to 8 to 9% per month.
conversion rate
increased by 5%
increase in cash on delivery conversion rates
Higher conversion rates can lead to increased sales and improved cash flow.
COD to prepare conversion increased by 5%.
Key entities
Timeline highlights
00:00–05:00
Shesha Ayurveda successfully scaled in Kerala but encountered challenges in customer trust and brand understanding in other states. The partnership with Shiprocket improved their checkout process and reduced abandoned carts, contributing to a decrease in RTO rates and an increase in order volume.
- Shesha Ayurveda scaled easily in Kerala but faced challenges in customer trust and brand understanding in other states
- Customers required clarity on product efficacy, order tracking, and return policies for a seamless journey
- Shesha Ayurveda partnered with Shiprocket to streamline checkout and improve cart conversion rates
- Integration with Shiprocket significantly reduced abandoned carts through a more efficient checkout process
- Communication became a priority, utilizing Shiprocket Engage for targeted campaigns linked to their Shopify store
- Shiprocket Engage automated segment creation, enabling effective WhatsApp campaigns without manual queries