You must be familiar with the Pepperfry ads doing the rounds on TV these days. One of the ads shows a man trying to convince his wife who is miffed at the clutter caused by the men creating furniture at their home. In another, an apologetic young woman assures her grandfather caught in a similar situation. In both, the final products are less than satisfactory and they all end up buying furniture off Pepperfry.
In the rapidly expanding e-commerce landscape, Pepperfry has joined other online players in luring offline consumers to this segment.
In this blog, we speak to Mihir Kulkarni, Head, Brand & Retention Marketing at Pepperfry, about the quirky campaign.
1 – Indians still prefer made-to-order furniture or buy it in showrooms. How did you work your way around this while executing the campaign?
Indian consumers are to be known sticklers for variety and reasonable prices with a yen for physical trials. We at Pepperfry offer our customers a wide selection of more than one lakh furniture and home products to choose from. We work directly with small and medium-sized businesses, which manufacture the products themselves and hence, are able to provide great value and affordable options across all price segments. Our product information carries hi-resolution images from different angles. We provide exact measurements and also human references alongside product images. Each of our listings carries all information, including the type of wood used and fabric. We also have an easy return policy. We believe these steps have resulted in us building a strong equity with our target audience.
This campaign is highlighting the inconveniences and suffering people go through when they decide to make furniture at home, such as budget overruns, delays, finish expectations, dust and noise issues, vis-a-vis the ease and convenience of buying the same online. It shows how Pepperfry is the easier and simpler solution for getting your furniture on-time, at a fixed price and the design and finish you want.
2- Do you think competing with offline furniture and home decor solutions providers is an uphill task?
There are several of us who believe that getting furniture made at home will give us more control and get us exactly what we want. The problem is that most of us are not sure of what we really want and what we are really getting into. The noise, dust, displacement, delays and budget overflows make it an even more painful process. Pepperfry is the easier and simpler solution.
3- Do you think the players in this category have been able to change consumer mindset about buying furniture online?
Over the last four and a half years, our business has scaled to deliver more than 3 million shipments, driven by consumers who are young professionals (25-40 years old) and have a fast-moving lifestyle. They are short on time and are attuned to the comfort and convenience of online shopping. These are consumers who have been early adopters when it comes to online furniture shopping.
Our goal is to help 20 million customers create beautiful homes by 2020. To achieve this, we plan to expand the market by going up the product life-cycle curve to address the early majority of shoppers who are in the same demographic as early adopters. However, in terms of psychographics, they are more cautious and pragmatic in their dispositions and tend to purchase furniture via the unorganized market for its ‘perceived benefits’ without realizing the potential pitfalls.
Our brand campaign conceptualized by L&K Saatchi & Saatchi addresses the rather prolific and sizable ‘get-it-done-at-home’ segment and highlights the issues faced by people when they get the furniture made at home. Pepperfry hopes to convert this huge segment and is highlighting the pain-points, such as the invariable time over-run, budget overruns, quality and finishing issues, that the buyer faces while getting the furniture made at home, against the overall experience that a Pepperfry user is likely to get.
4- Apart from the three TVCs, you also promoted the campaign on a bouquet of digital media, display and social channels. How was the response?
Our campaign has been well received across channels. The response we got on all digital channels was overwhelmingly positive. It translated into great engagement with our customers in terms of comments and shares. Even the view completion was quite high – higher than 80%.
5- What do you feel about the growing power of new-age content marketing?
Relevant content marketing has the power to help forge a significant long-term relationship with the consumer. Great content drives higher interest and engagement amongst consumers leading to strong brand benefits. On the Pepperfry site for example, we talk about each stage of the furniture process in detail, right from wood procurement to packaging and last mile delivery. We also use our social channels to communicate content effectively. This helps us build trust and confidence with our TG which is an important step in their journey of becoming loyal Pepperfry buyers.