Goal: 

To identify operational bottlenecks affecting Zilo’s 60-minute delivery promise, reduce returns and RTOs, and test a low-cost customer acquisition strategy around the “Skip the mall, keep the brands” positioning.

What I Did:

Analysed seller-side SLAs across order acceptance, stock availability, packing, billing, packaging, and handover to identify the exact stage causing delivery delays. I proposed benchmarking high-performing stores against lagging stores and directly calling selected stores to validate the root cause.

For returns, I separated Return and RTO measurement and analysed key customer segments including first-time buyers, customers ordering 3–4+ similar items, gender, and geography. I proposed photo reviews, SKU-level acceptance tags, and a ₹99 home-trial token to improve purchase intent and set better expectations.

For GTM, I proposed targeting the existing installed-user base, specifically users who installed Zilo but never purchased. I suggested a 10K-user WhatsApp test focused on weekends and late-week periods, with approximately ₹3,500 estimated messaging cost.

Challenges and Learning:

The key challenge is improving operational efficiency without weakening Zilo’s core home-trial proposition. I focused on identifying the exact operational bottleneck, understanding where returns are concentrated, and testing customer positioning through measurable experiments rather than broad marketing spend.

Result:

Proposed SLA-based diagnosis for seller-side delivery delays.

Proposed targeted interventions for high-return segments using reviews, SKU tags, and a ₹99 trial token.

Proposed a low-cost WhatsApp cohort experiment targeting non-purchasing app users, with 3–4% CTR and 0.5–1% purchase conversion as success metrics.

Website: zilo (dot) one