Pepperfry's new marketing campaign breaks barriers

Pepperfry.com India’s No.1 Furniture & Home Products marketplace has unveiled a new marketing campaign as a prelude to the upcoming festive shopping season of Diwali.  Through this new campaign Pepperfry continues its endeavour to expand the online furniture market by breaking down the key barriers in consumers’ minds associated with shopping for furniture online.

The new campaign targets consumers’ who haven’t been able to cross the threshold of barriers for adoption of online furniture buying. The insight for this campaign is drawn from a Pepperfry commissioned study conducted by Nielsen Market Research. The study revealed that the top apprehensions among consumers in shopping for furniture online – (1) not being sure if the product that they receive will be exactly as they understood it to be 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.  

The campaign consists three films that tackle these mind-sets by focussing on the Pepperfry features and benefits specifically built and designed to address these problem areas. Pepperfry makes the “What You See Is What You Get” promise by highlighting how it provides a detailed product imagery letting consumers zoom-in and out, multiple images shot from many angles, along with extensive product information listing out all the attributes etc. This is supported by the QC processes which ensure that the products that gets shipped out, perfectly match the images and details provided on the site. Pepperfry has 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 infrastructure and enable quick refund of money. Pepperfry’s own specialized large item delivery fleet of more than 400 vehicles is operated by a staff that is well trained in handling large 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 explained,” 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.”

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