OMNI-CHANNEL RETAIL & SALES

MANAGEMENT

Assignment no. 1
(MFM 2020-22)

Current Omni Channel Strategies followed by

“PEPPERFRY”

Submitted To : Submitted By :
Dr. Ruchika Dawar Aditi Tiwari
Gauri Sharma
Hrithika Mandan
Ritu Bhatti
Swarnika Srivastava
 About Pepperfry
● Pepperfry is India’s No.1 Online Furniture brand.
● PepperFry.com started operations in January 2012 as
an online retail portal e-tailing various product
categories.
● The company was founded eBay’s executives
Ambareesh Murty and Ashish Shah in 2011.
● Pepperfry’s headquarters is in Mumbai, India.
● Pepper stands for Honest and a spice that is proudly
Indian, and Fry stands for fun.
● Furniture product category contributed to
approximately 80% of the company’s top line.
PepperFry shelved other product lines and positioned
itself as an online marketplace specializing in
furniture and home products in March 2013
 Pillars of Pepperfry
Omni channel network
Engaging customer as per the platform
they access

Differentiated Catalogue
Offers wide range of products that cater to design and
style specifications of consumers

Managed Marketplace Model

Manages all aspects from pre-sale merchant listings to post-sale logistics
and customer service

Largest Big-Box Logistics Infrastructure

Developed specialized packaging and delivery capabilities for
differentiated furniture products and used ingenious technologies and
instruments to deliver
Omni-Channel Introduction

● Omnichannel is the ability for a consumer to interact

with businesses in the easiest, most convenient ways
possible.
● Includes in person, at home, with handheld devices
and any other way in which brands and consumers
connect. This is particularly important for sales,
although marketing is just as influential when it
comes to connecting with customers through
omnichannel strategies.
● Omnichannel retail aims to make brands front and
center among consumers despite any journey a
customer may make along the way, as well.
 Website
Combining the latest trends from the home and lifestyle
world with new business ideas.
● Ecommerce
● Online Marketing
● Email Marketing

Omni Channel On-Ground

In Store activations with Pepperfry properties and other
engagement events

Strategies ●
●
In Store Experience
Location based
● Special Events
● Loyalty programs

Social
Using signature content and branding to deliver real
time content for the beauty consumer

● Social Media Handles

● Mobile App
● Social Media Campaign
 Pepperfry Connecting Online - Ecommerce
Pepperfry originally started as the online platform. The following image shows how their online website’s homepage looks like
WEBSITE
 Products are segmented and organised according to the listed categories, which make the search for Categories Available on
Website
the customer hassle free.

Furniture

Living

Bedroom
WEBSITE

Kids Room

Mattresses

Furnishings

Decor

Lighting

Modular
Furniture
 1. 4.

Used to track Used to add Used to check Helps create

the order favorite items the total the track of
placed number of purchases and
items to be other personal
ordered information
WEBSITE

2.

Pepperfry also provides the option of

both sort and filter on their website.

3. Filter can be applied according to

price, dimension of the furniture,
material, brand, price, sale and
discounts.
 Pepperfry also appreciates
the participation of
customers as well.
WEBSITE

All other necessary details

are provided at the bottom
of the website.
 Online Marketing

● How doesteam
The category thiscomprising
online around
store80work?
people who meet sellers, check
and curate products that are displayed on the platform.
● After curated and selected products are procured from sellers, they are
taken to studios for photoshoots, and the shot products are catalogued
and placed on a website.
● Once the product is sold, it is packed and brought to the Pepperfry
WEBSITE

warehouse, where it is first tested for quality, repacked, and then it’s on
its way to make some furniture seeker happy.

Sourcing Centres - Logistics -

● Four large sourcing centres in the ● Pepperfry has over 22 distribution

country - a centre in Jodhpur,
where sellers from the Rajasthan
belt. Delhi - for the trading
community while Mumbai is for
the western belt and Bengaluru
caters to the southern belt.
● The sourcing centre works as a hub
that keeps products from the city
and within a 200 kilometres radius.
centres present in most capital cities,
and it also works across 500 cities.
● The team currently works with over
10,000 sellers, out of which 3,500
sellers get orders every month.
● The products stocked at different
sourcing centres are moved to
smaller distribution centres from
where they are shipped to individual
consumers.
 Email Marketing
Fully integrated email strategies to attract more customers

● Identify
opportunities for
sending email
WEBSITE

● Track size/use of
discounts and
other promotions
● Research brands’
creative content
● Plan and execute
competitive
promotional
campaigns
 In Store Experience

● Serve as offline experience centre

● Great touchpoints for better
engagement
● Integrated studios through Virtual
reality experience on website.
ON-GROUND

● Assisted by Interior design

consultants for latest and best in-
home design trends.
● Adopted franchise model in 2017
to expand its reach
● The store size ranges from 1800-
5000 sq. ft, average size being
2500 to 3000 sq. ft.
● Don’t sell products from the
studios

The company opened its first offline store in

Mumbai in 2014 and by 2019 there were
over 70 stores across 28 cities in India
 In Store Events

Promotes sustainable living and use of

products that promote best
environmental practices and
enhancement of the natural environment
ON-GROUND

Organises Engaging workshops and

hosts talented artists
 Location based Marketing

● The brand operates through a managed marketplace

model manages all aspects of customer experience.

● The business model acts as an ideal platform for

ON-GROUND

small and medium business artisans and merchants.

● PepperFry has more than 10,000 merchants

registered on the online platform.

● Free Delivery and Assembly and -- 100%

Satisfaction or money back assurance for
consumers.

● A successful 360° campaign and key outdoor

promotion across top cities.
 Special Events
ON-GROUND

● Birthday Special Sale offering 50% discounts.

● Pepperfry celebrates SUPERMOM’S LAUNCHES - a content

marketing campaign for mother’s day.

● Pepperfry celebrates Indian Craftsmanship “Swadeshi Sale”.

● Pepperfry looks to pre-empt festive buying, points to joys of

instant purchases.

● Pepperfry launches “Why wait for Diwali sale” ahead of the

festive seasons.
 Loyalty Programs

Terms and conditions, Promotions and Coupons

Promotion Details:
ON-GROUND

1. Get Flat 25% Cashback on

Everything with a
MINIMUM Cashback of Rs
2000.
2. Upto 30% Off on Furniture
and Décor, check product
page for more details
 PEPPERFRY CREDITS

1. Get a part of your cart value as a

cashback to you as Pepperfry
Credits!
ON-GROUND

2. The Pepperfry credits can only be

used in subsequent purchases on
www.pepperfry.com across the
website
3. Pepperfry Credits can also be
used in conjunction with other
coupons.
 Mobile App

Pepperfrys website says, “Discovering Furniture & Home décor products has
never been this easy! With the Pepperfry mobile app, you can now browse over
1.2 lack products in furniture, wall art, lamps, kitchen appliances, bath and
laundry, housekeeping, hardware and electricals, carpets and furnishing and
MOBILE APP

much more. Our services and studios across the entire country in cities such as
Mumbai, New Delhi, Aurangabad, Chandigarh, Bangalore and many more
locations.

What is unique to our app is that, you can use your smartphone camera to
virtually place a furniture piece from our catalogue in your room and check how
it would look. You can even click a picture of that product and share it with your
friends to know their opinion!
This online furniture app has been designed to offer you the easiest navigation
and unique virtual reality feature to make your shopping experience of furniture
& home products, super easy and fun!
MOBILE APP
 Social Media Handles
Pinterest
SOCIAL MEDIA
SOCIAL MEDIA
Pinterest
SOCIAL MEDIA
Facebook
SOCIAL MEDIA
Facebook
SOCIAL MEDIA
Youtube
SOCIAL MEDIA
Instagram
SOCIAL MEDIA
Instagram
SOCIAL MEDIA
Twitter
 Social Media Campaign

The brand has taken various measures to promote its

SOCIAL CAMPAIGN

products from social media to print media and

television to reach a large number of customers. One
of the initial campaign Pepperfry tied-up with Satchi
and Satchi, its first television commercial with
“Happy Furniture to You” to promote the brand.

This advertisement was spread across radio, digital

social platforms like Google, YouTube, and
Facebook. Other campaigns like Is Diwali Kuch
badalke dekho tagline became famous for promoting
love and peace among the audience during the
festivals.
 Pepperfry launches campaign to celebrate Indian craftsmanship
SOCIAL CAMPAIGNS

Pepperfry urges people to buy Swadeshi furniture not only because it is Indian, but also because it is superior building on
key variables of purchase decision-making i.e. quality, style and value, through this campaign.

The brand had launched, on August 5 ‘2020, a three-part digital campaign to highlight that Indian is better and Indian is
beautiful. It conveys that Indian furniture is not mass-produced and through each intricately carved piece a carpenter brings
to life his expertise, craftsmanship as well as his rich lineage.
References
Biswas, S. K. (2019, October 23). [Behind the Scenes] How Pepperfry gets your favourite couch at your doorstep. Retrieved from Your Story:
https://yourstory.com/2019/10/behind-scenes-pepperfry-ecommerce-startup-online-furniture

Brandyuva Team. (Undated). Pepperfry Brand History & Marketing Strategies. Retrieved from Brandyuva: https://brandyuva.in/2019/12/pepperfry-
marketing-strategies.html

Nair, A. (2018, March 28). How online furniture platform Pepperfry won the fiscal fitness trophy for FY2018. Retrieved from Your Story:
https://yourstory.com/2018/03/online-furniture-platform-pepperfry-won-fiscal-fitness-trophy-fy2018

Pepperfry. (2014). Pepperfry Mobile App. Retrieved from https://www.pepperfry.com/mobile-app.html

Pepperfry Team. (Undated). Pepperfry. Retrieved from Pepperfry: https://www.pepperfry.com/furniture-living-room.html?type=hover-living

Pepperfry. (Undated). PEPPERFRY CELEBRATES SUPERMOM’S LAUNCHES A CONTENT MARKETING CAMPAIGN FOR MOTHERS DAY.
Retrieved from Pepperfry: https://ii2.pepperfry.com/media/downloads/Pepperfry_Celebrates_Super_Moms.pdf

Staff, e. (2018, June 5). Pepperfry promotes sustainable living to celebrate World Environment Day. Retrieved from exchange4media:
https://www.exchange4media.com/marketing-news/pepperfry-promotes-sustainable-living-to-celebrate-world-environment-day-90350.html

Team, C. I. (2020, August 5). Pepperfry celebrates Indian craftmanship for 'Swadeshi sale'. Retrieved from Campaign India:
https://www.campaignindia.in/video/pepperfry-celebrates-indian-craftmanship-for-swadeshi-sale/462781

Spot, C. (2020, August 6). Pepperfry launches campaign to celebrate Indian craftsmanship. Retrieved from Social Samosa:
https://www.socialsamosa.com/2020/08/pepperfry-campaign-celebrate-indian-craftsmanship/
Thank You!