Case Study
Pureplay Skin Sciences is a new-age, value-driven beauty & grooming company that manufactures 100% vegan, dermatologically tested and cruelty-free beauty products.
Case Study
Heath & Beauty
Start Up

How Pureplay cosmetics deliver peak order volumes while maintaining the branded experience with Eshopbox

Pureplay uses Eshopbox for its inventory management, order fulfilment and for creating a delightful experience for its customers.

We work with Eshopbox for fulfilment of orders and their solution has helped us deliver more than 300K orders in 6 months with incredible accuracy. We often run flash sale events for our customers which means 5x orders to pack and ship. Eshopbox handles these sudden peaks in a very organised way and ensures that our orders are delivered on time. We've been able to focus on the branding, product, and other customer-centric aspects of the business, as opposed to fulfilment operations which used to take up a lot of bandwidth earlier.
- Shankar Prasad, Founder, Pureplay

The problem

Pureplay operates 2 digitally native vertical brands (DNVBs) in India under the name of Plum and Phy. Digitally native vertical brands are brands born on the Internet. Pureplay has a maniacal focus on customer experience and unlike typical e-commerce brands, Pureplay controls their own distribution. By focusing on a singular product category and being obsessed with customer experience, Pureplay is able to capitalize on changes in the market quickly while delivering new products to the market in quick turnaround time.

With their product gaining more and more acceptance and increase in customer orders, they were keen on delivering a flawless post purchase experience from their website. They were looking for a partner who understood the nuances of fulfilment in cosmetics and would help build efficiency in their operations to optimise costs.

Being a start-up organization, Pureplay was aiming to build efficiency in the following processes:

  • Bundles and kitting: Packing and shipping different items together effortlessly to match their consumer demands enabled virtually.
  • Next day delivery: Flexible delivery times for consumers who need it urgently.
  • Automated Order picking: Seamless flow of pick, pack and ship for maximum efficiency.
  • Peak event volumes during flash sales: Agile business processes to fulfil high volume orders.
  • Customized packaging: Add marketing inserts like stickers or samples and use varied branded packaging customized to order type.

The solution

They preferred Eshopbox over other fulfilment partners as they found Eshopbox most suitable for adapting to their business needs and that too at a reasonable cost.

Eshopbox understood the pain of Pureplay which included handling peak event sales and on-time delivery of their orders to their customers. The team worked on a customised solution that enabled quick order processing while maintaining the branded delivery experience. This solution allowed Pureplay to avail the following benefits:

  • Store products individually and build kits on the fly once orders are placed on the website.
  • Tech enabled solution to apply custom packaging rules for varied customer unboxing experience.
  • Pay-as-you-go fulfilment fee based on their custom requirements which included a usage based storage and dispatch fee.
  • Additional step to insert marketing collaterals within the shipment for showcasing the Pureplay product portfolio.
  • Ease of operations during peak sale events when orders scale up to 5X of their daily BAU.
  • Custom rules ensuring no expired items ship out from the warehouse to their customers.

The payoff

Using Eshopbox fulfilment centres, Pureplay has reduced the overall delivery time by 40%, offering “2 day delivery” to majority of their customers across India while maintaining the consistent branded experience for them.

  • Ease of operations during peak sale events to increase their sales.
  • Seamless integration of their website with Eshopbox platform enabled them to sync  inventory and orders accurately for smooth operations.
  • Pureplay was able to deliver 99.63% of their orders ahead of time, winning trust of their customers.
  • They were able to leverage fast, affordable fulfillment while showing off their brand.
  • With their fulfillment operations on autopilot, they could better focus on product design and development.
  • With Eshopbox “Pay as you go” feature, they were able to significantly reduce their storage and order processing costs.

Eshopbox is systems-driven, responsive, and quick to implement changes to the system as well as physical processes based on evolving requirements. The team is quite responsive, and at the same time disciplined about systems & processes. For instance, packaging plays a very important role in our industry and they have implemented custom workflows to design great unboxing moments for our customers.
- Shankar Prasad, Founder, Pureplay

Before Eshopbox

Pureplay was struggling to scale up business from their website considering the various challenges of fulfilment in beauty and cosmetics. They were also struggling to deliver orders on time consistently which could lead to brand dilution.

After Eshopbox

After working with Eshopbox, they are able to deliver a much faster fulfilment rate while maintaining the same branded experience. They also noticed an increase in conversions due to clearly defined SLAs for order delivery. Lastly, they were able to work with a lean team to focus on their core business.

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