A data-driven investigation into why ZylaCart — a mid-scale D2C e-commerce brand — was losing ₹1.2Cr/month in preventable revenue. From raw behavioral data to boardroom recommendations.
ZylaCart's management observed a 34% decline in repeat purchase rate over 6 months despite increasing new customer acquisition spend. CAC rose 58% while revenue grew only 12% — a clear sign of a retention & monetisation breakdown.
Identify the root cause of revenue stagnation by analysing customer lifecycle, purchase patterns, cart abandonment, and product-level profitability. Quantify each leakage point and recommend prioritised interventions.
18-month transactional data covering 120K orders, 48K unique customers, 6 product categories, and 3 regional markets (South, West, North India). Focus on FY2024–25 post-pandemic normalisation phase.
Revenue leak of estimated ₹1.2Cr/month identified across cart abandonment (₹42L), inactive customers (₹38L), and poor cross-sell conversion (₹40L). Business needs actionable fixes within 90-day sprint cycle.
High first-purchase discount dependency is creating transactional-only customers with no loyalty trigger, resulting in <90-day churn post-acquisition.
RFM Segmentation · Cohort Retention · Funnel Analysis · ABC Product Classification · What-if Revenue Modelling
Prioritised recommendation matrix with estimated revenue impact, effort scoring, and 30-60-90 day implementation roadmap for the product & marketing teams.
18% of base · Avg LTV ₹4,200
22% of base · Avg LTV ₹2,800
29% of base · Used to buy but inactive 90d+
31% of base · 1 purchase only, high churn risk
| Cohort | M0 | M1 | M2 | M3 | M4 | M5 |
|---|
83% of first-time purchases are made using a discount code (avg 20–30% off). These customers show a 91% churn rate within 60 days if not given another discount. ZylaCart is essentially paying ₹840 CAC to acquire customers who buy once at a loss and never return — creating a unit economics death spiral.