How Astrid & Miyu used Pre-order Automation to maximize sales and save time

Astrid & Miyu knew the power of pre-orders to prevent missed sales opportunities, but the manual work required was holding them back from realizing the full sales potential of their pre-order strategy. They needed an automated process that would let them scale pre-orders quickly without adding operational overhead.

Founded in 2012, Astrid & Miyu is an internationally celebrated jewelry brand with a mission to revolutionize the jewelry experience – from earrings to necklaces and rings. From the outside, their pre-order strategy looked just as innovative as the design and development for their jewelry – the sales were rolling in. But behind the scenes, their pre-order process was bursting at the seams.

Excited to build on their early pre-order success, the merchandising team quickly adopted a manual workflow to identify which products should go on pre-order each week. As the number of products grew, keeping every eligible product available became a weekly challenge prone to human error. Soon, this spiraled into a mountain of tasks: managing pre-orders meant reviewing weekly inventory data to identify out-of-stock products, tracking purchase orders and delivery dates, uploading PO information into spreadsheets, configuring products for pre-order, updating delivery estimates when supplier timelines changed, and responding to internal and customer questions about out-of-stock products.

Not only did this take valuable time away from other priorities, but it also created a critical problem: it was easy to miss products that could have been selling on pre-order or accidentally enter incorrect information that cost real sales.

Astrid & Miyu knew every missed pre-order represented lost revenue, but they needed a more efficient way to manage and scale their pre-order strategy.

With Purple Dot’s Pre-order Automation, Astrid & Miyu ensured no pre-order opportunity was missed. 

With relevant inventory and shipment information surfaced directly in Purple Dot, the team eliminated meetings and manual tasks previously dedicated to identifying and preparing products for pre-order. And with pre-order business rules – such as eligibility, inventory % hold-backs for retail, and shipping date logic – configured in Purple Dot, the team could automatically publish eligible products to pre-order while moving others from draft with a simple click.  

Purple Dot handled the heavy lifting. During a 30 minute call, Astrid & Miyu confirmed their pre-order preferences and business logic around purchase orders and shipments. They then provided a simple read-only connection to their ERP, with no ERP changes required. Together, these steps made implementation quick and painless, with little strain on internal resources. Purple Dot connected the systems, validated data accuracy, and ensured internal teams understood the new workflow with clear communication. 

The result was a scalable pre-order operation without engineering overhead or ongoing manual administration.

Pre-order automation allows Astrid & Miyu's  team to realize the full potential of their pre-order strategy without trading valuable time for manual overhead or correcting human error.

68% uplift in pre-order sales 

With their pre-order strategy running like clockwork, Astrid & Miyu is now best-in-class at using pre-orders to manage core styles and replenishment inventory. 

Because their previous workflow relied on spreadsheets and weekly reviews of large datasets, Pre-order Automation eliminated most of those tasks— and internal delays that came with them. This reduced the likelihood of missed products, incorrect delivery dates, and overlooked sales opportunities that had previously limited pre-order revenue.

Now, their pre-order sales reflect the full opportunity of never truly going out of stock—the original goal of their strategy.

Looking ahead, Pre-order Automation has also enabled the team to expand their strategy to capture even more sales. Astrid & Miyu has now started to use Purple Dot for strategic launches and exclusive collections. Launching products on pre-order ahead of a collection drop helps gauge customer interest, validate demand, and build excitement before inventory arrives—an even more innovative merchandising approach as they continue to lead in the industry.

2 days saved per month

Astrid & Miyu's day-to-day workflow now involves far fewer manual updates and less internal back-and-forth. As a result, Pre-order Automation saves the team two days of manual work every month that was previously dedicated to organizing online inventory for pre-orders.

As a key example, before Pre-order Automation, delivery date changes required multiple manual steps. If a supplier delay occurred, the product team notified ecommerce, who then manually updated Purple Dot and customer-facing delivery estimates.

Now, when delivery dates change in Astrid & Miyu's inventory systems, updates automatically flow into Purple Dot, reducing overhead and ensuring customers receive accurate information—which also means fewer customer complaints.

Instead of maintaining spreadsheets and updating product availability, the team can focus on higher-value work such as…

• Assessing marketplace opportunities
• Analyzing product performance
• Merchandising strategy

Turning pre-orders into sales without lifting a finger

With Pre-order Automation handling the operational work, Astrid & Miyu can focus on growth instead of manual overhead.

Purple Dot eliminated repetitive administrative work, reduced internal complexity, and ensured more products remain available for customers to purchase. The result is a scalable pre-order strategy that allows Astrid & Miyu to use pre-orders strategically to capture more sales and deliver a better customer experience—all while freeing the team to focus on what matters most.

Selling earlier can transform your business. A pre-order strategy gives brands the selling flexibility they need to accelerate sales, never truly go out of stock, and optimize costs. We’re here to partner with you to help make your pre-order operations a strategic pillar towards your growth. Reach out to hello@getpurpledot.com