How Easy Pre-Order Operations Helps Oh Polly Drive GMV and Deliver a Great Customer Experience

By reducing manual work, Oh Polly was able to get the full value of pre-orders.

72%

Increase in pre-order GMV

Goal

Replace a time-consuming manual process to get the full value of pre-orders

Background

Claire Henderson and Mike Branney started the Brannerson Foundation to provide free English and math education to children from some of the poorest families in Cambodia’s Siem Reap region. To help fund the charity, they began selling clothes on eBay.

Fast forward 11 years: Oh Polly designs and produces its own garments, and continues to grow worldwide. Specializing in occasionwear and dresses, Oh Polly proudly brings an ethical supply chain to fashion. It presents statement pieces, balanced by humanitarian purpose.

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Absolutely anything we’re restocking goes on pre-order. The fashion industry is so competitive that you really have to try to retain the customer. If they keep seeing products out of stock, they’re going to stop checking the website. Then you’d lose that customer altogether.

Sam Robinson

Operations Support Manager, Oh Polly

The Solution

Oh Polly ran its own pre-orders at first. Operations were complicated, requiring a lot of manual work from different teams. As a result, Oh Polly avoided pre-orders unless they were absolutely necessary — a missed launch, for example.

Initially, pre-orders were purely reactive, mitigating the impact of delayed shipment before a launch. Oh Polly quickly realized the power of pre-orders.‍

Now, Oh Polly’s pre-order strategy is both broad and proactive. By providing real-time data on what was selling, pre-orders help the merchandise team better understand demand. Pre-orders also provide a flexibility that gives Oh Polly much more control over the shopping experience. Customers love them, too — and their experiences are no longer impacted by shipping delays or stockouts.

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Purple Dot has been a dependable and collaborative partner, consistently going above and beyond to support our goals. Their pre-order solution has outperformed expectations, delivering strong, measurable ROI throughout our partnership. It’s rare to find a team that combines exceptional service with truly effective tech.

Steve Brown

Chief Operating Officer, Oh Polly

The results

Working with Purple Dot since 2023, Oh Polly’s approach to pre-orders has evolved significantly. What was once a bandage has become a core, strategic part of the brand’s business.

From 2023 to 2024, Oh Polly’s pre-order GMV increased by 72%. The brand’s pre-order revenue also increased by 49%.

‍Real-time sales data from pre-orders allows the Oh Polly merchandising team to track the sell-through of a product before it has even landed. The brand uses Purple Dot’s APIs to create reports that factor into buying decisions, which has allowed them to capitalize on demand for trending products.

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Get in touch

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

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