Campus Sutra’s Revenue Growth and Operational Transformation Through WhatsApp Commerce

Campus Sutra is not just another apparel brand; it’s a vibrant lifestyle choice for students and young adults across India. The brand offers a diverse range of products such as t-shirts, hoodies, and accessories that reflect a vibrant, youthful style. As an e-commerce-first entity, Campus Sutra's strong online presence attracts significant website traffic, making it a popular choice among both men and women in the youth demographic.

Committed to growth and innovation, Campus Sutra continually explores new ways to enhance its sales and marketing strategies, leading it to adopt LimeChat’s WhatsApp Commerce Solution.

The Need

Suhas, who leads E-commerce Operations at Campus Sutra, aimed to optimize operations and drive revenue growth. He identified several key areas for improvement where LimeChat’s WhatsApp Commerce Solution could make a significant impact:

• Abandoned Carts and Browsing Drop-offs:While the website saw plenty of visitors, many browsed products and left without completing a purchase. Suhas also noticed that a significant number of users would abandon the checkout process. By effectively retargeting these users, he aimed to convert more of these visits into sales, boosting revenue and getting better ROI from their traffic.
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• High RTO Rates from Cash on Delivery (COD) Orders: Campus Sutra had a significant number of customers opting for COD, with these orders making up about 40% of their sales. However, COD also meant a higher rate of returns (RTO), leading to revenue losses. Suhas saw this as a big challenge and knew they needed a way to manage these orders better and cut down on RTO to protect their bottom line.
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• High volume of Post-Purchase Tickets: Handling 8,000 to 12,000 customer inquiries per month placed a significant burden on Campus Sutra's small support team. 30-35% of these queries were around order tracking, refund, and cancellation requests. Suhas wanted to streamline customer support to improve efficiency, reduce the workload on agents, and maintain high levels of service.

Key Goals and Strategic Solutions—Campus Sutra <>LimeChat

To address these challenges, Suhas collaborated with LimeChat, setting the following goals:

• Convert High-Intent Abandoned Checkout Users: Retarget users who abandon their carts using LimeChat’s best-performing 2-way abandoned cart reminders on WhatsApp to drive conversions.

• Boost Conversions by Retargeting Anonymous Visitors: Utilize LimeChat’s partner solution, NitroX, to identify non-purchasing, anonymous website visitors. Convert these visitors into opt-in, high-intent leads and retarget them with personalized WhatsApp messages based on where they drop off in the buying funnel.

• Reduce RTO and Secure Revenue: Verify COD orders through WhatsApp, encouraging customers to switch to prepaid options by offering discounts, thus lowering return rates and protecting revenue.

• Automate and Optimize Customer Support: Fully automate repetitive queries such as cancellations, refunds, and order tracking using LimeChat’s AI bot and deep integration, streamlining support and improving customer satisfaction.

The Solution

2-Way Abandoned Checkout Campaigns: Campus Sutra set up a 2-way automation flow for abandoned cart campaigns using LimeChat’s campaign feature, transforming engagement into actionable results.

Smart Lead Capture with NitroX: Campus Sutra supercharged its lead capture strategy by using NitroX’s pop-up forms that offer coupon codes in exchange for visitor consent. With smart pre-filling of phone numbers, engagement rates increased, turning casual visitors into high-quality leads.

Personalized Retargeting Flows: Campus Sutra designed personalized retargeting flows, using NitroX’s dataset, name, email, phone number, location, product views, cart value, and last activity, through LimeChat. For example, if a visitor browses the collection page and then drops off, they receive a custom campaign, aligning with their buying journey and interests.

Order Confirmation Flow for COD Orders: Campus Sutra set up an efficient order confirmation flow on WhatsApp using LimeChat and saw a 40% reply rate. When a COD order is confirmed, LimeChat automatically generates a discount link encouraging customers to switch to prepaid, reducing RTO rates and securing revenue.

Automated Customer Queries: LimeChat’s chatbot and deep Shopify integration enabled Campus Sutra to automate pre-purchase and post-purchase queries, including real-time order tracking, cancellations, and refunds, without agent involvement. The bot could even process refunds automatically upon cancellation requests. This streamlined support operations and improved customer satisfaction.

Result

The partnership between Campus Sutra and LimeChat delivered remarkable results, making a significant impact on the brand's revenue and operational efficiency:

• Campus Sutra successfully boosted revenue using LimeChat’s marketing automation flows, including abandoned cart recovery, browsing drop-off retargeting, and COD-to-prepaid campaigns, and broadcasts. The key outcomes were:
  • 12% of total revenue was generated through WhatsApp marketing, highlighting the platform's effectiveness in driving sales.
  • 65.58% confirmation rates on COD orders, contributing to 15% reduction in return-to-origin (RTO) cases.
• On the customer support front, Campus Sutra achieved approximately 80% automation through LimeChat’s AI chatbot. This enhanced operational efficiency by allowing the support team to focus on more complex customer queries, while the chatbot handled routine tasks and general inquiries.