CASE STUDY

Furniture can be functional, stylish or decorative, but given the utility and cost of each piece, most are handmade by expert carpenters or purchased from trusted offline stores. Interestingly, in non-metros, a piece of furniture is often expected to last for generations. So, it is made under the watchful eyes of shoppers looking for quality and affordability. Pepperfry needed to break down the silos and combine the ease and convenience of online with the quality and reliability of an offline purchase.

Pepperfry decided to launch Pepperfry Studios for a differentiated customer experience. Here people can explore an infinite catalogue just like they do online, get expert advice on custom requirements and get a fair idea of the materials and specifications, look and feel of the furniture piece before ordering offline/online.

Going omnichannel has allowed Pepperfry to expand its reach in metros and further create a strong foothold in Tier 2 and 3 cities. Currently, 40% of its sales come from offline stores, but the average value is 2.2x the online business. Also, repeat purchases are 1.8x more compared to online sales. On the other hand, the online platform helps with quick product discovery, visualising end products in one's own space, lead generation and deal closing. The online-offline mix has created an end-to-end, customer-first strategy for optimal business outcomes.

SOURCE:INC42, PEPPERFRY, LIVEMENT