Paragon Driving top line and bottom line targets for a mass brand through the eCommerce Channel

Challenge

The key business challenge for Paragon footwear was that as a mass brand with an average price point of INR 350, how can we achieve overall top line targets while ensuring the bottom line doesn’t bleed

Proposition

We evaluated the direct and indirect costs incurred by the brand across the eCommerce channel and identified potential gaps that when plugged, can help lower costs and improve profitability. This included –

Packaging dimensions currently employed offline that resulted in heavy logistics costs due to volumetric shipping

Improve regional utilisation metric by deploying local dealers across different zones in the country to ensure shipping costs are regional.