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This Diwali, Pepperfry's new campaign targets customers' reluctance to online shopping

21-September-2016
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This Diwali, Pepperfry's new campaign targets customers' reluctance to online shopping

With the festive season just around the corner, Pepperfry.com has hopped on the bandwagon just like other e-commerce brands to entice customers before the shopping fervour in India sets in. The online furniture and home products market place has unveiled a new marketing campaign to break the preconceived notion that online furniture shopping can be an unpleasant and unreliable experience. The campaign primarily targets customers who haven’t been able to overcome their reluctance of shopping furniture online. 

Interestingly, the insight for this campaign came from a Pepperfry commissioned study conducted by Nielsen Market Research.  The study revealed some key apprehensions among consumers while shopping for furniture online being – (1) not being sure if the product that they receive will be exactly as they understood it to be on the basis what they see online, (2) reassurance around door-step delivery and hassle-free assembly services and (3) lack of clarity on the returns process in case something goes wrong and an apprehension that the process will be cumbersome. 

So, the recent campaign consists of three films that reassure consumers by focussing on the features and benefits offered by Pepperfry, especially built and designed to address customer reluctance. Pepperfry also makes the “What You See Is What You Get” promise by highlighting how it provides a detailed product imagery by letting consumers zoom-in and out, providing multiple image shots from several angles along with detailed product information listing out all the attributes of the said product. This is further supported by the QC processes which ensure that the products that get shipped out perfectly match the images and details provided on the site.

Pepperfry has also put in place a robust infrastructure that allows easy returns. Owning to this consumers can easily initiate a return which can be picked up by Pepperfry’s own delivery and returns infrastructure and enable quick refund of money. Pepperfry’s own specialised large item delivery fleet of more than 400 vehicles is operated by a staff that is well trained in handling bulky items. Pepperfry also provides free assembly and installation support to customers through a team of more than 250 trained carpenters across major towns and cities.

Talking about the campaign, Kashyap Vadapalli, CMO Pepperfry, said, “As the undisputed market leader in the online furniture market, we take it upon ourselves to expand the category. Over the last 4 years more than 3 million customers have experienced the superior service and exceptional product quality that Pepperfry provides. Now is the time, as we move into the festive season, to expand the market in order to reach our goal of beautifying 20 million Indian homes by 2020. This campaign is an important first step in that direction. Via this campaign we intend to speak to the early majority of consumers who still need reassurance about the quality and service aspects of the Pepperfry offering.”

Talking about the insight and idea, Debarjyo Nandi, Sr. Vice President, Law & Kenneth Saatchi & Saatchi said,” All ecommerce players continue to face hygiene barriers to online purchase. This campaign uses a cynic as a protagonist and attempts to educate non-believers to bring them into the users’ fold and grow the market.”

In a nutshell, brand owners in India know that Diwali is the best period to cash in on their consumers happy and generous mood and Pepperfry has no intention of missing the bus!

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