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D2C · Jaipur · 120 days · Sample

RTO down 9 points, contribution margin up 2.1×

COD confirmation on WhatsApp, pincode-level bidding and weekly creative sprints.

−9 pts

RTO rate (31% → 22%)

3.1×

RTO-adjusted ROAS

2.1×

Contribution margin

+38%

Repeat purchase rate

The challenge

Platform ROAS looked healthy at 4×, but nearly a third of COD orders were returned. After return shipping and lost inventory, many campaigns were losing money on every order.

What we did

  1. 01

    Confirm before dispatch

    A WhatsApp flow confirmed every COD order and address, with a small prepaid discount on offer.

  2. 02

    Bid by pincode

    Pincodes with high return rates were excluded or down-bid across Meta and Google.

  3. 03

    Creative sprints

    Twelve new UGC and offer concepts a week, judged on RTO-adjusted ROAS, not platform ROAS.

The result

−9 pts RTO rate. Every number above was tracked in the CRM and reconciled with the client's sales records each month.

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