ClickPost Boosts Nykaa’s Logistics, Elevating Customer Experience

The Beauty Brand That Sought to Deliver More Than Just Makeup

Nykaa isn’t just India’s top beauty brand— it’s a logistics marvel delivering beauty trends to doorsteps at unmatched speed and scale. With a 30%+ market share, over 3.7 lakh marketplace retailers, they deliver more than 1.5 lakh orders daily. 

But before those iconic pink packages became a daily sight in every Tier 1 and Tier 2 city, Nykaa had to wrestle with steep growth pains behind the scenes: fragmented shipment visibility and limited multi-carrier integrations.

Rising order volumes pushed their logistics and customer support teams to the edge, driving up escalations and RTOs. That’s when Nykaa joined hands with ClickPost to tackle these operational challenges head-on.

Alongside Piyush, we sat down with Ruksana Sayyad (Customer Success Lead) and Vinesh Gavit (Data Analyst) to revisit Nykaa’s journey with ClickPost and the impact it has made across their teams.

Behind the Gloss: Nykaa’s Operational Struggles

Like every fast-scaling eCommerce powerhouse, Nykaa’s operations faced hard-hitting challenges as they grew: 

• NDR-led escalations: More than just dashboard metrics, these became daily operational headaches — eroding customer trust and straining support teams.

• Visibility gaps: Blind spots in courier tracking made it nearly impossible to identify which lanes or carrier partners were driving delays.

• Manual overload: Logistics and customer success teams were bogged down by repetitive processes, slowing order-to-delivery timelines.

• High customer queries: A surge in WISMO (Where Is My Order) calls choked support bandwidth and signaled a fractured post-purchase experience.

A Pivot Towards Precision: Finding the Right Solution

Seven years ago, when Vinesh Gavit joined Nykaa, measuring courier performance meant pulling scattered reports and losing hours to get a basic view of on-time deliveries.

This changed with ClickPost’s automated tracking and carrier insights. As Vinesh Gavit puts it:

That strong operational foundation built on unified shipment visibility and seamless multi-carrier integrations made Nykaa and ClickPost a natural fit early on. 

But the real bond grew as we listened and co-created solutions to their toughest pain points, especially handling customer escalations from failed deliveries.

Ruksana Sayyad, Customer Success Lead at Nykaa, captures this perfectly:

Today, her entire day starts and ends with ClickPost.

The Core of Nykaa’s Delivery Brilliance — Powered by ClickPost

ClickPost cracked open each challenge that strained their delivery success and impeded customer delight: RTOs, fragmented traceability, and inconsistencies in operational processes. Here’s how we lowered their operational overload, revamped on-time delivery metrics, and impacted their overall growth.

1. Cracking Down on RTOs with Automated NDR Management: 

We engineered a fully automated NDR (Non-Delivery Report) management system designed specifically for high-volume, fast-moving marketplaces.

• Root Cause categorization- auto-identifies NDR reasons.

• Automated multichannel communication- prompts customers to reschedule a delivery.

• Instant carrier reattempt coordination- pushes updates to carriers immediately for faster delivery reattempts. 

In Ruksana Sayyad’s words, the change is clear: 

As a result, Nykaa’s RTO rate today stands at just 6.36% — one of the lowest in the industry.

2. Crafting a Personalized, Branded Post-Purchase Experience

Nykaa wanted to craft a post-purchase experience as iconic as their pink packages. ClickPost delivered on every front:

• Tracking API & webhook integration- to achieve continuous low latency shipment visibility.

• Uniform status updates- with 7 main statuses and 40+ sub statuses. 

• Branded tracking portal- with live EDDs, milestone tracking, and marketing tiles.

• Feedback Loop- auto-triggered NPS survey upon successful delivery.

• Multichannel alerts- pre-integration to 40+ communication gateways and prebuilt templates.  

• Quick commerce tracking portal- custom-built for real-time rider details and precise ETA timelines.

Ruksana Sayyad continues to capture the ongoing impact:

3. Operational Efficiency Improving Carrier Performance and EDD Adherence 

Delays at any stage  risked eroding trust and harming the brand promise. ClickPost solved this with real-time analytics and deep carrier performance insights. 

• Performance-based carrier allocation- assign each shipment using ML based analysis of 7-day data on carrier performance metrics. 

• Accelerate delivery timeline- granular, timestamped visibility into stuck shipments, warehouse delays, and lost parcels. 

• Dynamic EDD prediction- customizable ML-powered EDD engine.  

Piyush Gravit, sums up the value:

Today, Nykaa seamlessly ships over 34 million orders each year with ClickPost, delivering a fully personalized, branded post-purchase experience at scale.

Key Takeaways From Our Collaboration 

• Automated NDR workflows reduced RTOs and escalations.

• Unified, real-time visibility across carriers and lanes.

• Personalized, branded tracking to strengthen customer loyalty.

• Granular carrier insights to improve SLA adherence.

• Seamless multi-carrier integration at extreme shipment scale.

Our partnership with Nykaa is stronger than ever and we continue to evolve together as we support their expansion to quick commerce. As Nykaa continues to scale and diversify, we’re working closely to optimize carrier performance, improve last-mile delivery speed, bring more intelligence, and personalization to their logistics operations. The future promises even more possibilities, and we’re ready to scale together.

Want to see what ClickPost can do for your business? Schedule a free demo and let’s give your logistics a well-deserved makeover.