E-COMMERCE

Team Synergy

Suyash Srivastava, Mayank Jindal,

Shashwat Soumya Dash, Rashikha S

Accenture B-School
Next-Horizon Strategy
Challenge
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Home Textile Ecommerce Market Overview:
Key Market Drivers:
Domestic Home Textile Market (USD $Bn Estimated Market size for Domestic Home textile in
Rising Consumer Spending on
) 13 India: $13Bn 1 home decorations
Estimated penetration of Ecommerce in Home
Textile: 14%
8 8 2 Increasing Fashion Sensitivity
Therefore, the estimated Ecommerce market
7 toward home renovations
potential in 2025-26: $13Bn x 14%
4 = $1.82 Bn China Plus strategy, & restrictions on
3 use of Chinese cotton variety
1.82

2010-11 2019-20 2020-21 2021-22

(Est)
2021-26
(Est)
4 Increase hygiene consciousness

Expected Growth of Ecommerce Contribution in 0.49 Market restraints:

Home Textile Sale
Fragmented Nature of Market,
Ecommerce, 7% Ecommerce, 14% 1 lacking Industries of Scale
2 0 2 1 -2 2 2 0 2 5 -2 6

Significant growth expected in Ecommerce Contribution in the

2 Raw Material Prices: Sharp Surge
growth of Home Textile
in Cotton Yarn prices

Others, 93% Others, 86%

2021-22 2025-26 (est)

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Copyright © 2022 Accenture. All rights reserved. 4
 Competitive Landscape of Indian Textile Market
Brand Category Price segment Consumer Needs
Welspun Bed & Bath textiles Affordable Bedding, Bath & Flooring
soultions
Trident Terry Towels & Expensive Customization, Variety, quality
Bedsheets
Maspar Soft home furnishings Expensive Luxurious Home Furnishings
Portico New York Bed Linens, Pillows Expensive Luxury, sustainability,
Covers, Towels aesthetics
Swayam Home furnishings & Premium good fit, comfort, high quality,
accessories dust resistant
Spaces Bedsheets, Towels, Rugs Expensive Luxury, comfort, variety

Raymond Home Bedsheets & Curtains Premium Stylish, Comfortable, Skin

Friendly
Bombay Dyeing Home Textiles Affordable Good quality

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To understand the customer behaviour towards the category, we have built Marketing Strategy across Awareness, Consideration & Purchase
three customer personas – A married couple, a student and a working
professional. E-mail campaigns, Social Media Marketing, SEO Strategies, Targeted Ads,
Awareness Influencer Marketing, Blog posts

Mobile App, Customer Feedback,

Consideration Comprehensive Product Page, Similar
Customer
Product recommendations
Loyalty
Programs,
Discount
Purchase Coupons,
Person Working Checkout
Married Couple Student page
a Professional Effective Digital Marketing Mix for ABC:
About Rohan & Riya are a Amisha is an 18-year-old Kunal is a 36-year-
married couple and have student preparing for old working Website
Strategies:
a 5-year-old child. They engineering entrance professional at in an
live in a Tier-1 city. exams and lives in a MNC. He has very Mobile Site,
hostel room in Kota. long work-hours and Microsite &
  Landing page,
sometimes has to
She comes from a Tier-3 Mobile App, Blog
Rohan is working, while travel a lot.
city and belongs to a
Riya is a homemaker. Research &
middle-class family. She He is paid well and Adaptive SEO
spends most of her time budget in not a Analysis
studying. primary constraint.
Digital
Marketing
Mix
Customer • Knowledge on quality • Information on Fit • Brand Name
Needs & fabric Brand Reputation Advertising/
• Information on Price • Information on Management Promotions
• Information on Variety comfort
• Accessibility of Ads
• Advertisement • Information on
Email Marketing
aesthetics special features

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The KPIs for the company
can be grouped under three
headers –
Awareness, consideration,
and purchase.

Awareness

Click through Rate

Organic Search Ranking

Sources of traffic &

platforms
Consideration

Customer Retention Rate

Add to Cart Rate

Time on site

Bounce Rate

Purchase

Conversion Rate

Average Order Value

Revenue per site visitor

Cart Abandonment Rate

*The KPI values in the dashboard are for indicative purposes only
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Thank You