The Birth and Growth Trajectory of Purplle.com

Introduction

The skin care, beauty, and makeup industries were the tapped market segments with a good customer base. As the standard of living and quality of life of Indian citizens improved, we saw a significant increase in the demand for beauty and skincare products. Purplle.com as a website started to serve customers with an e-commerce website wholly dedicated to their skin care needs.

In this article, we will be diving deep into the birth and growth trajectory of the brand Purplle.com. We would also like to highlight some points of inspiration that Purplle.com has applied for the betterment of our business or our running knowledge of the business environment today.

The Birth of Purplle

Purplle.com is another one of the largest online e-commerce spaces for beauty and skincare products. Purplle.com was founded in 2012 by Manish Taneja, the Chief Executive Officer; Rahul Dash, the Chief Operating Officer; and Suyash Katyayani, the Chief Technology Officer. He invested in a unicorn startup and is doing wonders today. Purplle won the tug-of-war that the fashionistas had between fashion and furniture. For other segments like home decor, electronics, and others, customers preferred the already big giants present in the market like Amazon and Flipkart.

Purplle started with a saving of 40 lakh rupees and, in the first month of launch, earned 45,000 as revenue. After that, there was looking back on the past year. Growth was tremendous, and so was the market segment for beauty and skincare in the Indian subcontinent. Purplle was founded in Mumbai, Maharashtra, India, and so was the first physical store of Purplle.com.

Working Model and Operational Efficiency of Purplle.com

Purplle.com is a platform that helps users with a combination of more than 650 brand products, more than 500000 stock-keeping units, and more than 100 specific beauty brand sellers.

Purplle has its business services divided into three parts: First of all, it acts as an amalgamation of different brands for selling beauty, makeup, and skincare products; second, it has more than 6,000 saloons partnered with the Purplle brand so that users can book their saloon and spa needs with the Purplle.com application only; and lastly, Purplle.com also has its own economy beauty salon to serve its customers.

In addition to the above services, Purplle also provides the sellers associated with the brand with storage and warehouse services. This ensures that Pure products can be delivered on time and with ease. One of Purplle's major competitors today is Nykaa.

The Growth Trajectory of Purplle

Enormous Customer Data

The founders of Purplle.com understood that they had to do something new to get an edge over their competitors and stay relevant in the market. Purplle.com had enormous customer data relating to their buying pattern, frequency of purchase, skin type, and others. This data was not only used by Purplle.com to prepare its own-brand products, but also in the physical outlets of Purplle.com.

Purplle.com opened its first physical outlet in Mumbai, and the stock of the store was as per the data gathered by Purplle.com of that region and other frequent purchases. This helped the turnover and conversion ratio of Purplle.com.

Revenue and Business Model

Purplle.com charges a commission fee from every brand that is listed on its website whenever a sale is made. Along with this, Purplle.com, with the data it has captured over the years, is also using it to make its own products and sell them on the websites at a lower price and with a more aggressive marketing strategy.

Purplle.com also earns revenue from the economy-style salons opened by Purplle.com to serve its customers and a fee for all the listed saloons on Purplle.com. Another mode of revenue generation for Purplle.com is the advertisements that are run on the Purplle.com website. Companies get better reach, and Purplle.com earns the ad money as well as the commission fee.

Hyper Personalization of Product Recommendation

Purplle.com made sure that whenever a customer signed in to the Purplle.com website, they would be asked basic questions regarding their demographics and then their skin type. This was used by the company to recommend the users products that would be the best for their skin type, and after the user journey and purchase decisions of the consumer, that data was mixed in with the skin type data to recommend products to the consumer. This hyper-personalization of the product helped in enhancing the customer experience on the Purplle.com website, and along with this, it helped the brand create a bond with the customer.

Social Media Marketing Initiatives

In the social media strategy of Purplle.com, they invest heavily in influencer marketing or advertising. In this case, the influencers purchase products from the Purplle.com website, and they create content while using the product and highlighting its benefits.

Good and top-notch content is added to the official website of Purplle.com, and every sale made through affiliate marketers results in revenue for the company and commission for the affiliate marketers.

Purplle.com also initiates the Beauty Carnival sale and the Women's Week sale to get in more and more revenue for the company. In these sale spheres, there are major discounts on products, and consumers can swim in the variety of quality products.

Conclusion

Purplle.com aims to be the top e-commerce website when it comes to beauty, makeup, and skincare. The tagline of Purplle.com is the same - #1BeautyBrand. Purplle.com is a customer-centric brand, and its aim is to provide customers with a variety of quality products. Purplle.com is also working hard to bring international brands to the Purplle.com website. Purplle.com, today, is competing with brands like NewU, Nyka, and other giants but has a competitive advantage because of its customer-centric nature. Purplle.com is focused on delivering the best skincare and beauty solutions to customers rather than promoting sales through offers and discounts. Purplle.com is a brand for the future of India.