With the holiday season underway, online furniture and home decor brands have been engaging with customers through various marketing channels and campaigns. The post-pandemic space has resulted in a hybrid retail model that falls under omnichannel. “The number of our studios has doubled to reach 200 stores. With the pandemic over, things are back to normal. We see people celebrating with families and coming together as a community,” Naveen Murali, vice president and chief marketing officer at Pepperfry, told BrandWagon Online.
The company claims to follow an omnichannel marketing strategy, this Diwali. This means that while traditional media such as OOH and TV will be used to build brand narrative, digital will be used to drive both conversion and brand story. “Traditionally, our campaigns were about shopping with Pepperfry, but now, for the first time, we’re campaigning on our omnichannel approach,” he said. According to the company, India’s furniture market is concentrated in Tier 1 and Tier 2 cities, so the traditional marketing channel will have a higher reach, especially in core markets. “Our campaign will be seen everywhere, including in buses, subways, taxis, among others,” he said. According to the company, while traditional media will account for the bulk of ad spend, digital will get its fair share, but declined to provide exact details.
With the campaign, the company claims to target a group of users between the ages of 25 and 45. So, as part of its strategy, it has rolled out digital movies which are shown at cricket matches and on over-the-top (OTT) platforms such as Hotstar.
The living room, bedroom and dining room are the categories expected to drive the most sales this festive season. During Covid-19 over the past 14 months, new categories such as work from home, which did not exist before, saw sales growth over the past 14 months, the company said. According to the company, other new categories such as pets are likely to attract a lot of traction. Murali, further added that his stores also play an important role in boosting sales.
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