pepperfry digital marketing

Presented by: Aishwarya Menon | Akash Patil | Marija Fernandes | Rhea Jacinto | Terence Fernandes

History and Evolution•Headquartered in Mumbai, Pepperfry.com is India's largestfurniture and home online marketplace

•Offers products across categories like furniture, home décor,appliances, kitchen and dining, etc

•Company is funded by Northwest Venture Partners

•Brand retails through their online site

•Founders are: Ambareesh Murty & Ashish Shah, in January 2012

Development of Pepperfry.com(2012-2015)

•Started operations

•Offered a selection of products across multiple lifestyle categories

•The company pivoted to sell only furniture and home décor products in multiple cities across India

• Major milestone of shipping 1 lakh units of furniture in November 2014

• The company launched its first concept store “Studio Pepperfry”

•The company celebrated a major milestone of successfully delivering one million customer orders.

2012

2013

2015

2014

Youth or working professionals who’ve achieved enough

purchasing power to spend on themselves in substantial

amounts

Newly married couples fall into this category as well as a corollary

to this segment

Business2Consumer: (25 – 44 years)

Target Audience(Two Types)

They attempt to become furnishing partners and supply their products en

masse to hotels, new chic office spaces, etc

Business2Business (General)

SEGMENTATIONMarket segmentation is a marketing strategy which involves dividing a broad

target

market into subsets of consumers, businesses, or countries who have, or are

perceived to have, common needs, interests, and priorities, and then designing and

implementing strategies to target them.

• 1. Young people

• 2. Enthusiastic

• 3. Trendy

• 4. Fashionable

• 5. Sense of aesthetics

• 6. Good understanding of E-SHOPPING

• 7. Buying power is low

18-28 yrs

• 1. Newly married working people

• 2. Independent

• 3. experimental

• 4. Buying power is good

• 5. Willing to spend on products like home décor

• 6. Mostly lives in a nuclear family

• 7. High demand of portable products

28-35 yrs

• 1. Working professionals

• 2. High demand of home décor related products

• 3. Very particular about the design and aesthetics of the product

• 4. Buying power is very high as compare to other segments

35-45 yrs

•Launched in 2012

•A venture of Bangalore-basedDescasa Decor

•Online Pvt Ltd, Urbanladder iscurrently delivering toBangalore, Mumbai and Delhi/NCR region (Gurgaon, Noida).

• Online store has made astrong foothold in thesegment and have recentlyraised $1 million in series Afunding and is looking to closea Series B round in comingmonths.

Competition

•A Bangalore based startup and a brand ownedby Singapore-based SalarOnline Pvt Ltd hasforayed into online homedécor space in 2012.

•Aims to bring in exclusiverange in categories suchas Home decor, KitchenTools, World Foods, andCushion Covers

•A rocket internet backedventure & the mostvisited online home storein India

•FabFurnish was launchedin January 2012

•Known for its designerfurniture, furnishings,décor items andkitchenware

Studio Pepperfry is a one-of-its-kind concept store from Pepperfry.com, India'sleading online Furniture and Home marketplace. It showcases a curated range offurniture from the online portfolio of Pepperfry, and serves as a designinspiration. A unique concept from Pepperfry, Studio Pepperfry demystifies thefurniture buying process and makes it a delightful experience

Business Model

• Vendor to Customer dispatch

Marketplace Model

• In this type of business model, products are listed on the website. As soon as order is placed, vendor gets intimation and after which products are manufactured and directly delivered to customers.

On Demand

• Products are either bought by Pepperfry or are with Sell or Return policy. Purchased items are then stored in warehouses. Pepperfry owns warehouses in Bhiwandi, Jodhpur, Bangalore, Gurgaon and Kolkata

Warehouse

Furniture Home Decor

Lamps & Lighting

Bath & Body

Home Appliances

House- Keeping &Pet Supplies

Kitchen Appliances

Offering

PepperFry on Digital Space

• Pepperfry launched its mobile site that can besurfed on any web browser or mobile device . Itfeatures a customizable cart before checkout,creation of wish-lists – all of which can be sharedwith friends & families through Twitter, Facebook &Pinterest.

Mar’

13

• Pepperfry tied-up with Satchi & Satchi to release itsfirst television commercial with “Happy Furniture toYou” as its unique brand proposition. It was spreadacross radio, digital, outdoor and social platformslike Google, YouTube and Facebook

•

Oct’

14

• The company recently launched its app to assistmillions of Android and iOS users to make theirdecisions in a more informed manner using theenhanced ‘Augmented Reality’ features

June’

15

Marketing and Initiatives

•Pepperfry tied-up with Satchi&Satchi to release its first televisioncommercial with ― “Happy Furniture to You” as its unique brandproposition.

•The Mumbai-based agency conceptualized a themed film and twosupporting films that highlight Pepperfry‘s value propositions of ―“Free Delivery and Assembly” and ― “100% Satisfaction or MoneyBack Assurance” for consumers.

•A successful 360 degree campaign, the marketing mix featured asustained radio campaign, on-ground activation and key outdoorpromotions across top cities. The campaign also came alive on digitaland social platforms like Google, YouTube and Facebook

Pepperfry & Blogging

•started blog on 30th July 2012 (Bon-Hommie) The blog is their official home and living

blog

•Pepperfry has managed to link this blog with their other social accounts like Facebook ,

Twitter , Google+ , Pinterest and YouTube

•The blog consists of DIY (do it yourself ), room decor, Happy furnishing (which consists of

your ideas ), Home improvement(which consists of decor, home improvement, kitchen

bed and bath ) , Pet & Gardening

•The blogs has some good ideas based on home decor and DIY , thus successfully keeping

up with current trends

•For queries there is a contact us section for people who have some cool ideas and even

want to discuss it in person

•The blog is user friendly

http://blog.pepperfry.com/

According to a statement by Pepperfry, “The app has been designed based onextensive consumer insights undertaken by the company. Pepperfry understandsthat customers often struggle with questions related to product display, e.g. howwill an online product fit inside their homes – both physically and aesthetically. Theapp addresses these specific consumer needs – they can now zoom into products,drag and place them against their room set-up, or their walls, share images usingsocial media, and engage meaningfully with India’s largest home improvementcommunity for advice and opinions.”

Pepperfry for iOS and Android

Pepperfry & YouTube

•Pepperfry launched their YouTube channel 3 yearsback and have been consistent in uploading videos.

•They have a series of videos showing how thefurniture was made in order to give customersatisfaction on their queries regarding the productand brand loyalty.

•They have created Studio Pepperfry playlist anduploaded online brochures for their customer’sreference.

•Pepperfry is currently running ads for Diwali –‘’Why wait for Diwali?’’

Youtube

Ad film campaigns and testimonials

Audio Visual communication about the products

Social Media is indeed an important portal for customer interaction, addressing

the grievances; and most essentially, valuing the brand and its products

This 30 days (March 15-April 15, 2015) analytic report from Simplify360

studies the online presence of the 2 major Online Furniture Retailers in India

along with Pepperfry

Social Media Analysis

Company information


Pictures & videos with website links


Up

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g o

ffer

s an

d d

isco

un

ts


Facebook: Interact with customers & solve their problems if any


Interactive contestsEffective replies to customers


Twitter: Colorful and high contrast pictures with links


Updates on latest offers, TV Campaigns, new products etc.


Solve Customer queries


Photos and Videos


Interaction


Social Media AnalysisAttractive, colourful, images and designs from the website

Tone used :Classy , Helpful,

Stylish

Analysis

Email Update Analysis

Pepperfry for iOS and Android•Furniture and home products ecommerce marketplace Pepperfry has launchedits mobile app. Currently available on iOS and Android, the app will also belaunched on the Amazon App Store soon.

•Prior to the launch, Pepperfry tweeted out a couple of teasers

Pepperfry – Content Strategy

Content wins over Fabfurnish and Urbanladder because Pepperfry not only gives the Retail Price but also Price and Offer

Price along with coupon codes available seasonally

Chic and aesthetic giving a rustic look to the overall

content

Seek to revolutionize Indian customer’s access to

affordability

Options between Colonial, Indian, Contemporary or

modern when it comes to the design

Pepperfry – Content Strategy

Pepperfry Web Analytics

Strategy recommendation

for Pepperfry on Snapchat

1. Pepperfry can start their strategy on Snapchat by uploading ‘snippets’ of theirnew collection twice every week and direct them to their YouTube Channel forfull video on the same

2. Short-term discount coupons for people who follow Pepperfry on Snapchat,say for 3-5 hours. This will increase the traffic on their Snapchat stories for aparticular time period and coupons will help increase the sale

3. Making of Pepperfry products- snippets

4. Happy customers lucky draw giveaways and announcement on Snapchat, so followers open the snap stories every time Pepperfry uploads any picture.

What did we learn during the research phase?

Pepperfry gave us the opportunity to

understand various processes that makes the

site to function and cater to the target

customer effectively

Thank You!