Pepperfry launches new 360 marketing campaign
Pepperfry’s vision is to help 20 Million customers create beautiful homes by 2020. As the market leader Pepperfry has taken on the task of expanding the online Furniture category through this new 360o Marketing Campaign.
The campaign comprises 3 creative executions which will be aired on Television, across Digital Video Channels and in Multiplexes. This 360o Campaign will also include Outdoor, a bouquet of Digital Media including Search, Display and Social channels. Pepperfry’s outlay on this campaign is expected to be above Rs.10 Crore.
Pepperfry staff (including the founders and CXO’s) regularly deliver Furniture alongside the delivery teams to understand customer purchase behaviour and the needs of Indian householders. The Campaign Insight is also based on extensive qualitative and quantitative research including in-depth customer interviews.
The customer insight behind Pepperfry’s new 360o Marketing Campaign is that getting furniture made at home brings with it the physical inconvenience, time escalations, budget overruns and a lack of design/functional fidelity. Customers who have gone through the process of getting furniture made at home have been through these issues but those who haven’t undergone the experience of getting furniture made at home vastly underestimate the issues involved while often over estimating the perceived benefits.
Through this campaign Pepperfry seeks to educate customers about these potential pitfalls and provides them with an alternate choice of buying furniture through a seamless and Happy Pepperfry experience. Over the past 5 years Pepperfry has processed more than 3 million customer shipments from its highly curated merchandize range of over 1 Lakh Furniture and Home products. As Pepperfry works directly with small and medium sized businesses who manufacture the products themselves, it is able to provide great value affordable options across all price segments. Pepperfry’s specialized large item delivery fleet of more than 400 vehicles operating from 16 hubs across India today serves customers in 500 cities. Pepperfry also provides assembly and installation support to customers through a team of more than 250 carpenters across major towns and cities. All this comes together to give customers a no stress, no surprises, on time ‘Happy Furniture to You’ Pepperfry Experience.
Commenting on the objective of this campaign, Kashyap Vadapalli, CMO Pepperfry, said “Our goal is to help 20 Million customers create beautiful homes by 2020. In these last few years, Pepperfry has reached a tipping point amongst early adopters and via this campaign we will expand the market by going up the product life cycle curve to address the early majority of shoppers.”
Talking about the insight and idea, Debarjyo Nandi, Sr.Vice President, Law & Kenneth Saatchi & Saatchi explained; "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 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 to getting your furniture on-time, at a fixed price and the design and finish you want."