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Arresting wrong returns

Context -

~20% of all high ASP national brand returns are wrong product returns. Ops QC on this flow highlights 70% of these cases to be ones where there is a brand logo mismatch between the delivered and returned product.

While image based QC happens on reverse pickup, the 3P agents currently lack understanding of the branded nature of the product to correctly identify if the returned product is accurate / fake.

Opportunity -

Arresting wrong return cases for brands would yield an N/G improvement of 6pp which directly translates to NMV lift

Current system understanding -

The problem of wrong item return can stem across these post order phases, T&S has identified planned set of interventions to arrest cases in each of these as follows -

3PL led in forward leg

Mapping unwanted users who are comprised of 0 OD / Bad RTO and return profile and cancelling orders for these

Open box delivery - Pilot in place with SF, scale up to be evaluated basis cost

User / 3PL led in reverse leg

Product QC on return to check for -

Product type match

Broken product

Product image match

Used or not

This helps isolate wherever user returns a wrong product vs the tampering is done on 3PL end

Objective -

Reduce instances of user / 3PL fraud from wrong product returns by enabling 3PL partners thoroughly QC a product for counterfeits during reverse pickup.

Solution considerations -

The core solutioning will revolve -

Persisting brand logo as a PSM attribute

Persisting brand check guideline as a textual PSM attribute

Ensuring the new PSM attributes flow upstream to 3PL APIs (Handled by

⁠

)

Send over an identifier key to only flow these details for orders mapped to Mall / subset of Mall sellers

Detailed approach -

Persisting brand logo

Brand logo will be a backend attribute which will be operationally fetched and updated on DB. We’ll have to use existing / build new admin flow for quick ingestion / image edit per product (Team to check with

⁠

)

Brand check guideline spans the places 3Ps should be checking the logo per product. In v1, this will be a static map per SSCAT saved at a PSM level. Storing this PSM enables scalability to source these details nuanced per products from sellers later

New attribute handover to 3PL tech would require team to identify product / seller attributes where ingestion / edit is easily supported as well as serving data to upstream requires minimal changes

Identifier for these orders - 3PL agents would be required to only QC branded returns for logo to understand if the returns are fake / valid. This flag needs to be shared alongside logo and guideline metadata to 3PL tech. Few considerations -

Orders will only be QCed where seller is enabled for logo QC and logo images are stored in DB

Logo QC could be initially started for all Mall sellers or a subset, Going ahead with subset would require us to create another seller attribute to distinguish sellers with support for logo checks

Instrumentation - TBU

Notes -

Check if the brands have tags / other identifier to identify fake / right products

Can they share that info for all products listed on Meesho / New listings

Check for issue isolation (demography / geography)

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