System Thinking
Brand: Pepperfry Nadiminti Sarvani | Shikha Anand Fashion Communication Sem V
Omnichannel
Stores selling both online and offline — likely also selling through multiple online channels (i.e. on Amazon, eBay, Facebook, B2B). connecting the dots between those channels. The purpose is to keep customers moving around within the brand ecosystem, with each channel working in harmony to nurture more sales and engagement. It also means that they are also seamlessly connected and available everywhere.
Parent Company : Trendsutra Platform Services Pvt Ltd.
Category: Home DĂŠcor, Kitchen Appliances, Furniture, Furnishing etc.
Sector: Ecommerce
Tagline/ Slogan: Happy furniture To You
USP: Great variety of products at amazing rates
STP : Segment Customers who have preference both for brands and online medium of shopping Target Group Young, rising affluent class having a strong taste of fashion and trends Positioning One stop store to for customers wanting to give their home a great look.
SWOT
Strengths 1. Received three rounds of funding. Its investors include names like Bertelsmann India Investments, Norwest Venture Partners etc. 2. For the categories it caters to, having 1 million customers is an exemplary record. 3. Partnership with more than 1000 merchants 4. 55000+ plus products in product categories like home appliances, furniture, body & bath, lamps & lighting etc. 5. 600 plus national and international brands like Godrej Interio, Hometown, Evok, Philips, Raymond, Joseph Joseph, Morphy Richards etc. 6. High sales rate can be validated from facts like sale of furniture every 20 minute, sale of an item in every 1 minute. 7. Strong logistic network comprising of 10+ fulfillment centers across the country ensures damage free and last mile delivery. 8. Offline stores like Studio Pepperfry will strengthen its brand by giving an opportunity to customers to experience and customize. 9. Innovative campaigns like Festive Bonanza and Selfie Contests at Airports or the impactful Television commercials are increasing brand awareness.
Weaknesses 1. Furniture shipping entails huge shipping costs compared to other sectors like apparel and Setting up of offline stores can be capital intensive. 2. Increasing competition from new players and unorganized sector can affect market share
Opportunities 1. Collaboration with real estate online portals can increase position 2. Tie-up with corporate to be an infrastructure partner.
Threats 1. Popular and established portals like Amazon, Flipkart making their foray in the home dĂŠcor business. 2. Preference for offline mode still exists in the segment which it operates in. 3. Investment from big investors like Soft Bank, Rocket Internet in rival companies.
1. Fabfurnish
3.Flipkart 4.Amazon
Competitors
2. Urbanladder
Customer Journey Mapping
The journey of Mr. and Mrs. Jaggi, who recently bought a house and are looking to buy furniture, will take you on a tour of brick and mortar store and the online website of Pepperfry. The events will highlight the ease, pros as well as the struggles, cons of both and gives an insight on the importance of the need for Omni channel retail in the current generation.
It was a hard day for the Jaggi family. They’ve spent the whole morning transferring cartons of household items in and out from their truck. They sighed from relief after they got everything they had into the new house.
The next morning, they gathered their spirits again and started unpacking their boxes.
One by one they decorated each room.
They decorated until they found a corner in their living room unfurnished. Mrs. Jaggi wondered if any of their furniture would fit in the place but concluded that none would be apt for that area.
“Then we’ve got to buy a new piece,” said Mr. Jaggi. The couple have always been a fan of the kind of furniture Pepperfry offers, so the first thing on their mind was that. “Alright, I’ll head to the computer and order something,” was Mrs. Jaggi’s immediate response, which took her husband to a little surprise. “When we’ve got a studio right in the next lane, why shop online?” he revolted.
Their argument never ended. Mrs. Jaggi continued her hunt for new furniture on the computer while Mr. Jaggi head off to the studio directly.
Brick and Mortar Customer Journey Mapping
After travelling for 10 minutes by car, Mr. Jaggi reached the Pepperfry studio. He felt proud that he would have advantages coming to a physical store over an online platform. • Higher travel time
As he entered the store, he saw various furniture sets that were styled and curated by interior decorators. Pretty impressive, he thought. He looked around and got tempted to buy a lot of things in the store, just by looking at them. • Styled and curated furniture • Aesthetically placed furniture that tempts us to buy
It pained Mr. Jaggi to walk all the way in the store a little, as he has a problem with his leg, but he managed to quickly look around and then head back to the manager for assistance. “I needed something for the corner of my living room,” Mr. Jaggi explained. The manager offered him various kind of furniture and even showed him apt furniture inside the store. • Person to suggest items • Size and touch and feel can be seen • Need to walk a lot to find • May miss out items that are displayed
While the manager showed him around, Mr. Jaggi constantly worried about the price and quality of the furniture. He noticed that there were QR codes next to every piece that was displayed. Mr. Jaggi ignored the QR code, and without any hesitation, he approached the manager and asked for the price and type of wood. “Oh, it’s sheesham! And it would cost you around 19k,” the manager said. Mr. Jaggi originally intended to buy something under 10k, and he communicated the same to the manager who then begins to point stuff under 10k for him, but there seemed to be very few items in that category. • Involvement of omni-channel medium. QR code directs you to website. • Very less variety • No filter/sorting
Mr. Jaggi constantly got distracted by other pricey stuff, and also hesitated to keep asking questions about each and every piece that he saw. I wish it were all written next to the furniture itself, he thought. • Customer may be shy/ hesitate to tell budget • No proper signage for easy navigation
When he kept asking questions, the store manager encouraged him to scan the QR codes to find out more information.
He finally took out his phone and scanned the QR codes to read information about the products online.
Then he finally selected an end table which fit his budget range and also was recommended by the manager and bought it using his credit card. He was assured that the item will be shipped to his home without any cost in a few hours.
Online Portal Customer Journey Mapping
Mrs. Jaggi rushed to her computer immediately when her husband left the house. She firmly believed that online medium will always be better and easily accessible than a brick and mortar. This is the electronic age, she assured herself. • Easy Access
She typed in the website URL, and it within a minute, her screen was filled with many furniture images. That was quick, she thought. • Faster medium
She checked out the menus of the website, where everything is sorted according type, and then room. She was taken aback by so many options and she started getting confused. Sometimes, too many options can also make it harder to choose! • Unlimited variety • Too many varieties can confuse few people
“I should just search for it in the search bar”, she told herself and looked for ‘corner furniture’. • Easy interface to search required item
Instead of getting what she wanted, her search results also included items like corner sofas, and items from the bathroom and kitchen which got her disappointed. • Too many irrelevant objects in search options
Even after tweaking around the filter settings that had options ranging from shipping speeds to specific room, she couldn’t benefit since the results got smaller and even more narrowed down. That left Mrs. Jaggi even more disappointed. • No suggestions for vague requirements • Filter can narrow down options to a very great extent • Appropriate item can also be removed with filter if not tagged correctly
She went back to the menus, as they were her last call, and hovered over furniture. After looking at the options, she decided herself that she would browse the ‘end table’ section, thinking that a table might look good. It was all her imagination and gut feeling. • May not realise how a particular thing can be styled on just the website • Can contact style specialist through website
She got a lot of style options, and since she knew that she needed a contemporary set, she pressed that filter. She found it impressive to see a guide for finding style, as well. • Styles sorted on the basis of various requirements including styles • Buyers are educated about styles and products
She browsed for a lot of options, checked out the price and product information and decided on one piece to buy.
She wished if she could understand the size better and things she could pair it with, but adjusted anyway, as there wasn’t any option for it.
The comparison of table to human size in one photo helped her a little. • Size /feel left on imagination
So she went ahead and made an online purchase. It was promised to be delivered within a week. • Slower delivery time
Pros & Cons
Physical store :
Pros 1. 2. 3. 4. 5.
Person to suggest items Temptation to buy other stuff also Y ou get to know how to style any item S ize and touch and feel can be seen F ancy fill out forms for buying/information
Cons 1. Very less variety 2. No price markings 3. N eed to walk a lot to find 4. M ay miss out items that are displayed 5. F ew items are not for sale but there - confusion 6. C ustomer may be shy/ hesitate to tell budget 7. C an be dragged unwantedly to buy something because of seller 8. No filter/sorting
Online store: Pros 1. Filters/ sorting available 2. U nlimited variety 3. N o judgment - feel free about budget 4. More discounts and offers 5. N o physical travel - time and money (transport) saving 6. Easy Access 7. Faster Medium 8. Easy interface to search required item 9.Styles sorted on the basis of various requirements including styles 10.Buyers are educated about styles and products Cons 1. Look and feel not there 2. Size /feel left on imagination 3. N o suggestions for vague requirements 4. M ay not realise how a particular thing can be styled 5. T oo many varieties can confuse few people 6.Filter can narrow down options to a very great extent 7.Appropriate item can also be removed with filter if not tagged correctly 8.Slower delivery time
Suggested Solutions for Brick and mortar
00
,0
.5 Rs
Pretty impressive
Rs. 15,000
Rs. 25,000 Rs. 5,000
Rs. 15,000
Mr Jaggi wanted to see cost next to every furniture, along with the QR Code. Adding that is really helpful to people. • Costs are visible easily
Sir, would you also like to check out other items from stores of Pepperfry all over India? We have a kiosk you could use!
Adding a kiosk to browse through the online website is a great step towards increasing ominichannel retail. • Introducing omnichannel benefits using kiosks • Buyers won't be restricted only to the items in store.
Oh, badhiya! I must see more products.
Mr. Jaggi loves the kisok and compares furniture on and off store. • Ease of acces
Suggested Solutions for Online Portal
Oh, I like this side table! Will it look good in my room?
Mrs Jaggi loves a side table. on the webiste. She previews different angles of the same product
Interesting ! There is an option for Augumented Reality.
Augumented Reality
She stumbles across AR - Augumented Reality button on the website • Making the website nearer to omnichannel retail. • Easier decision making and visualizing.
I like this. This definitely is worth buying! Amazing service.
Mrs Jaggi viewing different angles of the product and adjusting it to her room using AR.
Oh! These are some good reviews from other people for this table.
REVIEWS Mr. Sajay Oberoi I had a great experience shopping at Pepperfry. The quality of wood is stunning with very good finishing. Thank you Pepperfry !
Ms Ritu Kumar A very good product at a good price. Communication was very good and delivery was smooth. Highly recommended.
Mr Shubham Sharma Good quality product, easy to assemble. Ordered and delivered with no hassle.
She checks the reviews of the customers before making the purchase. • Sense of satisfaction • Knowing what the world thinks of the same product. • Increase in legibility of the product.
1. Introdusing kiosks inside the store - Introducing omnichannel benefits using kiosks - Buyers won't be restricted only to the items in store. 2. Adding price tag to each itme along with the Qr code - Costs are visible easily
Solutions for Online Portal 1. Introducing Augumented reality feature - Making the website nearer to omnichannel retail. - Easier decision making and visualizing. 2. Having a section of reviews and rating - Sense of satisfaction. - Knowing what the world thinks of the same product. - Increase in legibility of the product. 3. Filtering could be done more precise in the interface 4. Introducing forum to the website
Ease of customer purchase
Solutions for Brick and Mortar