Deena Davis

Subject - "noon Cash-on-Delivery to Digital Payments Transformation" Background - noon, one of the leading e-commerce platforms in the Middle East, faced a common regional challenge: a large percentage of customers preferred Cash on Delivery (COD) instead of paying online. This created operational inefficiencies and higher return rates. Challenges High Order Cancellation Rates Customers often placed COD orders casually and cancelled upon delivery. Failed Deliveries Drivers reached locations, but customers were unavailable or changed their minds. Cash Handling Risks Managing cash collections increased reconciliation issues, fraud risk, and delays. Higher Logistics Cost Extra delivery attempts and reverse logistics increased costs. Low Digital Payment Adoption Some customers lacked trust in online payments. Solutions Implemented 1. Incentivized Online Payments Discounts for prepaid orders Bank card cashback offers Free delivery for prepaid customers 2. Better Last-Mile Delivery Systems Real-time delivery tracking OTP confirmation before handover Delivery time slot selection 3. Wallet Ecosystem Introduced stored wallet credits/refunds for faster repeat purchases. 4. Trust Building Easy returns policy Secure payment messaging Branded customer service support 5. COD Controls COD eligibility restricted for repeat cancellation users COD charges on low-value orders Results Achieved Increase in Prepaid Orders More customers shifted from COD to card/wallet payments. Lower Return-to-Origin (RTO) Rate Fewer fake or cancelled orders. Improved Cash Flow Funds received before shipment improved working capital. Reduced Delivery Cost Less failed delivery attempts. Higher Customer Retention Wallet users reordered more frequently.

Deena Davis, chartered Accountant is a Finance Manager at Venu & Vinay Chartered Accountants, Bangalore currently heading the UAE branch of the firm. She has extensive experience in advising businesses on growth strategies, operational excellence, regulatory compliance, and governance frameworks.
She has worked closely with clients across India, particularly in the real estate sector, providing professional services that help organizations build scalable, compliant, and sustainable business models.
CA Deena Davis is actively involved in seminars and professional sessions organized by ICAI across India and serves as a guest faculty member for management studies programs. She is also a dedicated mentor for CA, CMA, and CS students, guiding them toward achieving their professional goals.
She has authored articles on various professional platforms and contributed to the manual Karnataka RERA Law and Practice.
Committed to personal and professional growth, consistently involved in public speaking training programs, ensuring continuous refinement of communication and leadership skills.
With a strong focus on branding through credibility, governance, and effective communication, she believes that trust and clarity are the true foundations for long-term professional growth.
At Venu & Vinay Chartered Accountants, her work combines financial discipline with technology-enabled processes, helping organizations present themselves confidently to international stakeholders while expanding across multiple jurisdictions