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Growth in 6 Months
Bummer is a DTC innerwear brand in India that aims to break the monotony of the traditional underwear market by offering comfy and fun undies with trendy prints and eye-catching colors to over 200 million millennials across the country.
Platform: Shopify Plus
Year Founded: 2020
Employees: 51 - 100
Usage: Since December 2021
Based on over 1 year's development, the new Indian innerwear brand, Bummer was grappling with the high customer acquisition costs like other DTC businesses online. Before its appearance on Shark Tank India, the brand was lesser-known. Still, clear about the huge potential of the world's biggest millennial market as well as the huge challenge, Sulay Lavsi, Bummer founder, strived to win young people's hearts by offering comfy and trendy undies that could make their day and put customer retention high on the agenda.
Implementing a "Digital First" strategy, Bummer satisfies millennial internet users' needs for doorstep delivery of comfortable & fashionable undies. Since the majority of India's 900 million internet users will be millennials by 2025, at the end of 2021, the brand was in dire need of increasing brand awareness among millennials in the coming 3 years while sparing no efforts to develop a customer retention strategy to stay afloat.
"Our team held meetings several days in a row to brainstorm, in an attempt to identify the key touchpoints that customer retention strategy works the best. At first, we wanted to keep customers coming back as often as possible. After heated discussions, we found that a large number of our shoppers choose COD as the payment method, keeping them informed of the delivery progress is essential. With that in mind, we embarked on the search and testing of different order tracking solutions."
Mahesh Tabiyad, Head of Operations
Mr. Lavsi was going to pitch his business ideas about Bummer to convince investors on Shark Tank India on December 23, 2021. He was extremely anxious as time was running out. To him, a well-rounded customer retention strategy was an indispensable part of utmost importance, and he couldn't afford to wait. Therefore, he commanded the operations team to put forward the must-haves in the desired order tracking solution, start testing, and make the final decision in a week.
Based on several rounds of discussions, Bummer's operations team concluded that the perfect order tracking solution in their dream must meet the following criteria:
Overseen by the boss, Bummer's team worked against the clock - they installed all available Shopify order tracking apps, tried one by one, and made comparisons in different aspects.
No sooner than ParcelPanel was installed on December 18, 2021, Bummer's team reached out to ParcelPanel customer service and provided some tracking numbers that other solutions did not track accurately to see if ParcelPanel could help. Special courier matching rules were defined by our technical team in a few minutes.
Two days later, having made up their minds after a series of solution comparisons, the team switched to the ParcelPanel's Professional plan to automate tracking for new orders. With the Professional plan, Bummer enabled more features, providing customers with product recommendations relevant to their interests and specific estimated delivery time.
"We were all impressed by ParcelPanel's ease of use, order tracking accuracy, and responsive customer support. Upon onboarding, we contacted customer service, and the technical team immediately finished the courier matching rules setup for more accuracy. With increased exposure and more sales, we upgraded to Shopify Plus one month later. To our surprise, ParcelPanel worked seamlessly with Shopify Plus, so it remains the second-to-none choice for our business."
Mahesh Tabiyad, Head of Operations
The surefire way to success is by combining brilliant business ideas and an effective customer retention strategy, as is evidenced by Bummer's successful fund-raising on Shark Tank India. After the TV show, with the implementation of their customer retention strategy, the visionary decision-makers at Bummer have witnessed 3x business growth in 6 months and nearly 25% revenue made up of repeat purchases (Apparel Resources). Overall, Bummer has grown nearly 12 times since its establishment, registering an astounding revenue of 11 crore in fiscal year 2023. Moreover, it has a large following on Instagram - 67.7K, and its products are available across a wide range of marketplaces, including Amazon.in, Myntra, and Flipkart.
Highlights of Bummer's achievements:
Up till now, Bummer has helped cover "1L+ bums" of Indian millennials with soft, comfy, and trendy undies made of the most sustainable fabric ever. These undies are designed to bring comfort to everyone and delight them in the terrible weather in India.
Shreya Sharma, customer experience manager at Bummer, is working on improving the returns & exchanges experience. No longer after the ParcelPanel Returns app was launched, she communicated with the product manager of the ParcelPanel Returns app to suggest necessary features for returns processing, hoping to be an early adopter of ParcelPanel Returns in the future and transform returns from a cost center into a profit center.