About Berrylush

Berrylush is a fast fashion brand that aims to offer quality, affordable and inspiring clothing for the young woman who wants to look good and have fun with her look. From its inception, Berrylush opted to be a D2C brand, reaching its customers using ecommerce channels instead of retail stores. Berrylush sells merchandise from its website and popular fashion marketplaces like Myntra, Amazon, and Flipkart.

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The Problem

A McKinsey Returns Management Survey noted a 25% return rate for apparel in ecommerce. With customers returning one out of every four products, managing returns effectively is an ongoing challenge for the apparel industry.

With a growing product range across sales channels, the number of orders received by Berrylush was increasing consistently. Naturally, with this influx of orders, the number of products being returned back to Berrylush’s warehouse was also going up. Berrylush realised that returns had become a cost centre and were cutting into their profits.

As more and more fashion brands are offering a seamless return experience for their customers, and with the industry-wide average return rates soaring high; Berrylush needed to find a partner to manage these returns effectively without compromising on customer experience.

Some of the problems Berrylush were facing while managing their returns:

1. How to allocate resources to manage a fluctuating number of product returns?

The number of returns received at Berrylush’s warehouse would fluctuate on a day-to-day basis. Allocating resources to manage these returns was a hassle.

2. How to get reimbursed for defective returns?

Marketplaces allow sellers to claim reimbursements for defective returns within a specific timeframe. Berrylush needed to process the returns on time to file for claims and recover losses.

3. Are recurring investments in warehouse infrastructure logical?

Berrylush needed to invest and improve its warehouse infrastructure with cameras, CCTVs, workstations, and separate storage for quarantining and refurbishing returns.

4. How to manage exceptional scenarios in the return journey?

There was no standard workflow in place to manage and mitigate losses due to exceptional scenarios in the return journey, such as return items being lost, stolen, or damaged. Berrylush needed to find a way to manage and track these returns.

5. How to use the return data to make informed business decisions?

There were no reporting and analytical tools to help the Berrylush team get a holistic view of their return data to learn from their returns. All the data was maintained manually and scattered.

6. How to provide an Amazon-like return experience on the brand website?

Customers would request for returns and exchanges, which would then be manually approved by the Berrylush support team — making it time-consuming and tedious. This resulted in a broken return experience for the customers.

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The Solution

Eshopbox offered a solution that would enable Berrylush to transform returns from a cost centre to a competitive advantage.

The solution proposed by Eshopbox had the following features:

Timely return processing

‍As returns flow into the fulfilment centres, Eshopbox conducts a quality check to determine whether products are ready to sell again. Items in good condition are quickly restocked, and you get automated reports to file for claims if items are in bad condition.

Tailored reports to file for claims

‍Eshopbox provides tailored reports that can be used to claim reimbursements for defective returns with images and video proof.

Tech-enabled fulfilment centres

‍Eshopbox provided ready infrastructure enabled with CCTV’s and cameras to capture proof of return fraud.

Centralised return information

‍Return data is automatically synced from marketplaces and shopping carts making Eshopbox the single source of truth. In addition to this, automatic notifications are triggered when returns are not received within 30 days of identification.

Exception management

‍Eshopbox has classified exceptional return scenarios into — damaged items, lost items, and missing items. Powerful workflows to manage each defective scenarios are in place for maximum value realisation.

Reporting and analytics

‍Return reports can be downloaded on-demand from the Eshopbox workspace, providing deep insights into underperforming products with high return rates, return reasons like size chart issues, and more.

Seamless return experience

‍Berrylush could offer a fully automated return experience for their brand website. Customers could use the self-service portal to request returns and exchanges within a few clicks.

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The Payoff

Working closely with Eshopbox, Berrylush provided a seamless return experience for their customers and effectively managed a growing number of returns.

• Received reimbursements for 96% of defective returns‍
• Identified and improvised products with high return rates‍
• Amazon-like return experience for website customers‍
• 60 team hours saved per week