CASE STUDY

Pepperfry.com: Marketing to Manage Customer Experience

Group 4
Rohit Saxena 19A3HP671
Tarang Jain 19A1HP117
Sanjana Satapathy 19A1HP006
Muskan Nankani 19A1HP120
Mohit singh 19A3HP639
Saurav Das 19A3HP651
Sarthak bhatia 19A3HP641
Vivek Joshi 19A1HP081

Submitted to-
Prof. Rambalak Yadav
 Synopsis

Pepperfry had figured out how to get a half portion of India's furniture market inside a concise period. It
appreciated a 'first-mover advantage' in the online furniture market. While it helped the organization catch the
purchaser's creative mind, it likewise carried with it certain difficulties. Promoting on the web, however,
introduced unmistakable difficulties contrasted with customary advertising rehearses. Improving the client
experience at the different phases of a customer's buy could be the basic methodology to tackle these
difficulties. Indians were specific about how they put away their cash, and furniture was not something they
bought without really thinking; on top of this, they were uncertain whether the online commercial center could
be trusted with such a venture.

Alongside this, the organization additionally worked together with HomeStop, a comparative organization
managing in furnishings. These activities, combined with the 360-degree promoting endeavors that zeroed in on
the impediments of getting furniture made, customarily helped the organization enormously. Pepperfry
additionally made parlors in air terminals to draw in the consideration of forthcoming clients. The organization
had a consistent progression of speculation till now and was performing admirably, yet with plans of growing,
the organization expected to sort out how they could upgrade the client experience considerably further and
how might they utilize this to acquire an upper hand.

Q1) Analyze the Pepperfry brand and its reason for success in the initial years.

Ans 1) In any case; Pepperfry.com started in July 2011, and it really got started in the3rd of January 2012.
Pepperfry began as a commercial center where it gave posting backing to shippers to get on the site. A short
time later, Pepperfry began giving mastery in bundling and photography. It understood that in India, there is no
coordination’s backing to move furniture from one city to the next. To satisfy every one of these necessities,
Pepperfry came into existence.Pepperfry.com had begun with a dream to give the majority an immense scope of
spending Furniture and Home product, essentially way of life items alongside an extraordinary shopping
experience.1Pepperfry chips away at a "Oversaw Marketplace" model, under which it intently works with a
great many vendor accomplices to give the buyers in India and across the world with the absolute best items
that likewise grandstand these trader's plan abilities, craftsmanship, and administration direction. Selling on
Pepperfry has become the essential kind of revenue for some traders. Other than that, the organization has
additionally tied-up with different worldwide and public brands like Godrej Interio, Nilkamal, Durian, Defianz,
Hometown, HeveaPac, HomeStop, Philips, Raymond, Prestige, Tupperware, Whirlpool, Kitchen Craft, Morphy
Richards, and so forth, for its wide scope of items. What is fascinating to note is that Pepperfry offers free
delivery on the entirety of its orders and furthermore gives woodworkers who go to your place to gather the
furniture things around the same time (in significant urban communities).

In its first year, the organization zeroed in on its essential technique for example they offered a determination of
items across numerous ways of life classes. With time the organization changed its technique to zero in on
selling just furnishings and home stylistic theme items, which were sourced from SMEs, craftsmans, and
enormous brands in various urban communities across India. To add to that, the organization additionally
dispatched its versatile website in April 2013, which could be surfed on any internet browser or cell phone. The
site included an easy to understand and adjustable truck before checkout, production of lists of things to get,
and so forth which can all be shared via online media. Utilizing essential yet target-situated procedures, the
organization acquired extraordinary energy and figured out how to accomplish a significant achievement of
transportation 1 lakh units of furniture in November 2014. Benefiting from the circumstance, Pepperfry
additionally delivered its first-historically, speaking TV advertisement, with "Glad Furniture to You" as its
remarkable image suggestion, in tie-up with Saatchi and Satchi in October 2014. They likewise dispatched a one-
of-a-kind client cordial technique of'30 Days No-Questions-Asked 100% Money Back Guarantee', for the
accommodation of shopping and returns.

Q.2) Discuss the customer decision making process for online retailing?

Ans: The process of consumer decision-making is how customers become aware of and recognize their needs;
gather data on how to solve these needs better; analyze alternative solutions available; make a buying decision
and evaluate their purchase and Pepperfry has proven that right. The management at Pepperfry is so well
perceived that they created Studio Pepperfry. These studios are a one-stop-shop for clients, enabling highly
experienced interior designers and architects to use a host of solutions and suggestions. Pepperfry is India's
leading online furniture platform that has leveraged the power of customer experience and combined it with
great marketing campaigns to provide its customers with an enriched experience. Due to the lack of clarity
regarding its look, texture, and presentation, the main problem with the online furniture industry is customers'
unwillingness to buy a product online. In these studios, there are no salesmen, nor can a customer order in the
shop. These studios' main aim was to give potential buyers more insight into the goods and enable them,
without making a deal, to make more educated decisions. Therefore, these studios are not salespoints but are
experienced and consultation centers. Pepperfry is possibly the only online furniture company that has
succeeded in building a strong logistics network of its own. For deliveries, it does not rely on third-party logistics
players. It developed a hub-and-spoke model with an integrated and centralized distribution system that
processes and transports the inventory to warehouses, offices, or customers. The global damage rate between
the start of production and the distribution of the goods to the consumer is usually around 6%, but Pepperfry's
is 2%. There was a large difference in the Indian furniture industry between what the buyers wanted and what
was available on the market. For example, the traditional carpenters and shops could not provide them the
designs and the customers wanted new and contemporary designs. Pepperfry took advantage of this void and
ensured that consumers had all they needed and more since all the plans are right there on the website. It has
developed virtual studio tours, making its online browsing experience extremely comfortable and quick for
customers. At Pepperfry, it took 2-4 weeks to complete an average order, as furniture is a non-standard product.
On average, before making the buying decision, the prospective client investigated the product portfolio 15-20
times. In both online and offline retail outlets, experiences have influenced the consumer experience. The
company executed the last mile delivery model for fast and damage-free home delivery of heavy furniture to its
customers to resolve the last mile connectivity problem.