Cashify x Gan.AI: Reducing Cart Abandonment Rate with Personalized Videos

The Customer

Cashify is a leading e-commerce platform specializing in buying and selling used smartphones and other electronic devices. Recognized for its hassle-free trade-ins and reliable refurbished products, Cashify has consistently aimed to provide a trusted and seamless experience for its customers.

• Industry: E-commerce (Refurbished Electronics)
• Founded: 2013, India
• Website: cashify.in

The Campaign

Cashify wanted to solve a frequent e-commerce challenge: cart abandonment. Realizing that many customers show high purchase intent but fail to complete their transactions, Cashify sought a personalized solution to nudge these customers to the finish line.

Teaming up with Studio by Gan.AI, Cashify launched a campaign wherein a personalized WhatsApp video featuring Rajkummar Rao was sent to users who left items in their cart for 20–30 minutes without checking out. The video addressed each user by name, mentioned the specific product left in the cart, and offered reassurance about Cashify’s quality checks, warranties, and easy refund policies.

Objectives

1. Reduce Cart Abandonment: Encourage users to revisit and complete their purchase.
   
   
2. Enhance User Experience: Create a memorable and personalized interaction that adds excitement rather than a generic reminder.
   
   
3. Boost Brand Trust: Emphasize the quality checks, warranties, and world-class refurbishing standards that differentiate Cashify’s service.

The Challenge

Traditional cart abandonment emails or text messages often go unnoticed, lacking a personal touch that connects with users. Cashify wanted a more engaging and immediate channel to reach potential customers, as well as a unique way to reassure them about the product’s quality and after-sales support.

Key Hurdles:

• Getting the abandoned cart message through
• Conveying product trust in the refurbishing process
• Retaining user attention long enough to drive conversions

The Solution

Studio by Gan.AI provided a cutting-edge platform to generate real-time, personalized videos of Rajkummar Rao, who is a well-known and trusted celebrity in India. These videos were automatically triggered whenever a user abandoned their cart for more than 20–30 minutes.

1. Dynamic Personalization:
   
   • The user’s name and the product they left in the cart were seamlessly personalized into the video with accurate voice and lip-sync.
     
     
   • Each video clip preserved branding consistency while delivering a one-on-one feel.
     
     
2. WhatsApp Integration:
   
   • Instead of relying on emails or SMS, the campaign utilized WhatsApp, leveraging its higher open rates and immediacy.
     
     
   • A friendly yet persuasive text message accompanied the video, reminding the user about the item in their cart.
     
     
3. Persuasive Messaging:
   
   • The videos highlighted Cashify’s 32-point quality checks, 6-month warranty, and world-class refurbishing process.
     
     
   • Rajkummar Rao’s trustworthy persona helped alleviate concerns about buying refurbished devices.

User Journey

1. Browse & Cart Addition: A user visits Cashify, selects a product (often a refurbished smartphone), and adds it to the cart.
   
   
2. Abandonment Detection: If the user doesn’t complete the purchase within 20–30 minutes, the system flags it as a potential abandoned cart.
   
   
3. Video Generation: Studio by Gan.AI instantly personalizes a video featuring Rajkummar Rao. injecting the user’s name and the product name into the video.
   
   
4. WhatsApp Prompt: A message containing the generated video is dispatched to the user’s WhatsApp, accompanied by a quick reminder and a “Complete Your Purchase” call-to-action.
   
   
5. Conversion Path: Clicking on the CTA leads the user back to their cart, greatly increasing the likelihood of completing the purchase.

Integration and Execution

• Automated Workflow: Cashify’s e-commerce backend was integrated with Studio by Gan.AI to trigger video creation once an abandoned cart was detected.
  
  
• Seamless Personalization: Studio by Gan.AI’s platform ensured each user received a unique video within seconds, maintaining brand guidelines and video quality.
  
  
• WhatsApp API: The WhatsApp Business API was leveraged for timely dispatch and high open rates, giving users an immediate and interactive reminder.

Key Results

• 31% Cart Recovery Rate: By delivering personalized video nudges, Cashify saw a notable uptick in completed purchases from abandoned carts—outperforming industry averages.
  
  
• Enhanced Brand Trust: The direct, friendly tone of Rajkummar Rao built credibility and reassured hesitant buyers about the quality and reliability of Cashify products.
  
  
• Improved User Engagement: Personalized videos kept users more engaged than standard reminder emails or text messages, reflecting in higher view rates and click-through rates.
  
  
• Positive Customer Feedback: Users appreciated the novelty and personal touch of receiving a celebrity-branded message, making them more likely to finalize their purchase.

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