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From Cart Abandonment to Customer Loyalty: A Success Story of an Healthcare Brand

About the Client

The client is a renowned healthcare brand specializing in health and wellness, with a strong reputation for providing high-quality healthcare products. To expand its market presence and cater to a growing online audience, the company launched an e-commerce vertical. This platform offers a variety of healthcare products online, in addition to providing health consultations via online calls and chat. Customers can easily connect with health professionals to place product orders and book doctor consultations for personalized health advice.

Challenges & Impact

Despite its strong brand presence, the client faced several challenges in its e-commerce operations, significantly affecting business performance:

Low Repeat Purchase Rate (10-12%)

Impact: The low repeat purchase rate resulted in limited customer retention, which directly impacted revenue consistency. Additionally, the brand faced higher customer acquisition costs as it struggled to create a loyal customer base. This inconsistency in sales made it difficult for the company to forecast revenue, affecting its long-term growth prospects.

High Cart Abandonment (100-150 customers per day)

Impact: A large number of potential sales were lost every day due to cart abandonment, a critical issue that directly affected revenue generation. Customers would add items to their cart but would abandon the purchase before completing the transaction, resulted in lost revenue but also indicated poor engagement and a need for improved customer retention strategies.

Poor Customer Support Experience (CSAT below 60%)

Impact: Customers struggled to navigate product options, leading to confusion and dissatisfaction during their shopping experience. Additionally, a lack of timely and effective support when placing orders or booking consultations further contributed to low customer satisfaction (CSAT scores under 60%). The absence of a seamless customer support experience diminished the likelihood of repeat purchases, hindering growth potential.

High Order Cancellations (40% of COD orders cancelled upon delivery attempt)

Impact: The client’s Cash on Delivery (COD) orders faced an alarmingly high cancellation rate of 40%, especially upon delivery attempts. This not only affected the company’s revenue realization but also led to significant operational inefficiencies. Wasted logistics costs, delayed deliveries, and the need for follow-ups with customers placed an undue burden on the operations team.

Key Solutions & Outcomes Achieved

Vertex Global Services implemented a strategic approach to enhance the client’s e-commerce performance through assisted buying and customer engagement solutions. The impact was significant:

Conclusion:

By addressing key pain points with a tailored customer engagement strategy, Vertex Global Services successfully transformed the client’s e-commerce performance. Through personalized support, proactive engagement, and optimized operational processes, we drove higher sales, improved customer satisfaction, and enhanced efficiency.

Our approach reduced cart abandonment and order cancellations while fostering customer loyalty, resulting in more repeat purchases and steady revenue. Vertex’s partnership with the client has set them up for sustained growth in the competitive e-commerce space, showcasing the power of effective customer engagement in driving long-term success.

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