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A Story of Vision, Hurdles, and Growth

Since its launch in 2019, has pioneered the nutraceutical space with plant-based supplements that offer a unique blend of nature, science, and innovation. With a  68.7% YoY growth in FY24, it鈥檚 now present in the UK, US, UAE, and the Netherlands and manages over 1.2 lakh shipments annually. 

When we sat down for a discussion with  (the VP of Supply Chain at Wellbeing Nutrition), we got an inside look at how the company slashed its most pressing logistics hurdles. He disclosed the complexities of managing supply chain operations across multiple logistics partners and aggregators and how these challenges were impacting their ability to scale.

As the conversation progressed, Sahil explained how partnering with ClickPost enabled Wellbeing Nutrition to bring down shipping costs by 15%, get better control over the commercials, and drive efficiency.

The Struggles Behind the Scenes

As Wellbeing Nutrition soared to new heights, a set of challenges came as obstacles in its way:

1. Lack of Control Over Commercials 

Without a systematic approach, it was difficult for Wellbeing Nutrition to have control over the logistics partners and their daily operations. This hindered its ability to optimize costs and secure better commercial terms. 鈥淲e wanted to have better control on our operations, logistic partners鈥� better control over the commercials,鈥� stated Sahil, VP of Supply Chain. 

2. Inefficient Carrier Management & performance issues

Wellbeing Nutrition was on an approach to manually switch between its direct logistics partner and an aggregator. This process highlighted a significant need for an automated system to smartly manage their hybrid carrier network and mitigate carrier performance issues. 

3. High Cost Per Shipment

A lack of control over the carrier network further led to a situation where the cost per shipment (CPS) was off-track. Wellbeing Nutrition recognized the need for significant optimization to bring down these expenses and support its continued growth. 

4. Scattered Post-Purchase Data

For any brand, having a single repository of logistics data is very crucial to evaluate the carrier performance and supply chain activity. But Wellbeing Nutrition鈥檚 data hub was fragmented, which imposed a significant challenge on their supply chain growth. Sahil noted, 鈥淪ee, for any D2C brand, it is very important, plus it鈥檚 a challenge to have all the post-purchase data points related to logistics [and] order tracking at a single point.鈥�

5. Gaps in Post-Purchase Experience

Today鈥檚 e-commerce market is transitioning to a point where building a post-purchase experience is no longer optional. Wellbeing Nutrition was also in search of a system that guarantees effective post-purchase communication, streamlined management, and a smooth post-purchase journey. 

Where the Shift Happened

When these pain points emerged as roadblocks in Wellbeing Nutrition鈥檚 way to supply chain success, they were looking for a partner who would not only offer a solution but also join hands to build resilient supply chain operations. 

That鈥檚 when they joined hands with ClickPost. What began as targeted solutions soon grew into a full-scale partnership. ClickPost鈥檚 technology offered the visibility, control, and intelligence the brand needed to streamline operations and deliver a better customer experience.

A Shared Effort in Overcoming Challenges鈥擳he ClickPost Approach

We adopted a multi-pronged approach and provided Wellbeing Nutrition with various solutions to tackle these challenges head-on. 

1. AI-Powered Carrier Allocation for Cost Optimization

We offered Wellbeing Nutrition our AI-powered carrier allocation system so they can gain complete control over carrier allocation. It gave them the flexibility to adjust different parameters as per their requirements, which further improved their control over commercial outcomes.

Sahil endorses this by saying: 

2. Carrier Management to Overcome Performance Issues 

Wellbeing Nutrition鈥檚 鈥渉ybrid approach鈥� of working with a direct carrier and an aggregator has also been streamlined with the carrier-based allocation system. It has made the switch seamless between the logistics partner and carrier aggregator, making carrier management more efficient. 

As the VP mentioned, 

3. High-Quality Data and Insights Dashboard

As we mentioned earlier, fragmented post-purchase data was one of the major roadblocks Wellbeing Nutrition faced before partnering with ClickPost. Wellbeing Nutrition has addressed this challenge using ClickPost鈥檚 analytics module. Our analytics module offers insights across various activities and consolidates them into a centralized hub. Alongside that, the quality of data has allowed them to make more informed decisions, further enhancing their operational efficiency. 

Sahil emphasizes, 鈥淚 would recommend ClickPost predominantly for having that, plus what it does is the quality of data, insights that we get from the dashboard.鈥� 

4. Automated Notifications for Post-Purchase Experience

With ClickPost鈥檚 notification module in place, the D2C conglomerate has improved the post-purchase experience. This notification system sends checkpoint-specific alerts to its customers at each step and adopts a multi-channel approach, so the shoppers stay in the loop, irrespective of their preferred way of communication鈥攚hich further made the entire post-purchase process intact and more transparent. 

Sahil adds, 

5. Failed Delivery Management System for Improved Post-purchase Journey

This wellness innovator has redefined their post-purchase journey with the NDR suite offered by ClickPost. As soon as it identifies the failed delivery, it segregates them into issue-specific buckets and coordinates with customers and carriers to make the delivery successful鈥攁ll through an automated way. 

A Journey Marked by Meaningful Milestones

Here are a few key milestones that resulted from this collaboration:

• 15% reduction in shipping costs with smarter carrier allocation.

• Higher control over logistics commercials, improving operational predictability.

• 100% centralized visibility into carrier performance and post-purchase data.

• Seamless hybrid carrier management between direct LPs and aggregators.

What Worked, What We Learned鈥擜nd How It Can Work for You

Wellbeing Nutrition鈥檚 collaboration with ClickPost offered several key takeaways about scaling logistics and enhancing post-purchase experiences:

• Control drives cost efficiency 鈥� gaining visibility and control over carrier allocation directly impacts cost savings, as seen with a 15% reduction in shipping expenses.
  
  
• Centralized data is critical 鈥� having all post-purchase metrics in one place helps brands make faster, more informed decisions and improves overall operational efficiency.
  
  
• Flexibility strengthens performance 鈥� the ability to switch seamlessly between direct carriers and aggregators ensures smoother operations and better delivery outcomes.
  
  
• Customer experience shapes loyalty 鈥� proactive, automated updates throughout the post-purchase journey reduce uncertainty and build stronger trust with customers.

A partnership that grew into a shared journey

What began as a collaboration to solve immediate logistics challenges has evolved into a strategic partnership built on trust and adaptability. The ClickPost team worked closely with Wellbeing Nutrition to anticipate operational needs, introduce relevant new features, and ensure smooth adoption of tools that align with their long-term growth plans.

鈥淎n added advantage is the team is very preemptive, proactive in helping you out without much follow-up. They anticipate the questions quite well. The knowledge related to the products is very deep-rooted, which helps in faster decision-making and actually making the features right.鈥� 

鈥� Sahil Kulkarni, VP of Supply Chain, Wellbeing Nutrition