Interview With : Kashyap Vadapalli, Chief Marketing Officer, Pepperfry
Updated on: 16 Jun 2016
Pepperfry is one of the leading players in the online furniture market. Founded in 2012, the brand has focused on shifting consumer's preference of buying furniture online from offline.
In order to achieve this task, the brand heavily advertises across different platforms to connect with their consumers. Recently, the online furniture marketplace has launched its latest campaign that educates people around the pitfalls involved in getting furniture made at home. It showcases how consumers perception of being able to control the cost and quality goes for a toss while they get their furniture made at home. They key idea behind the campaign is to bring online furniture shopping into the consideration set of a larger number of people.
We spoke to Kashyap Vadapalli, Chief Marketing Officer, Pepperfry to find out what the brand is thinking and how it is planning to take it forward. Excerpts:
Q. What was the idea behind the current campaign and how is this proving beneficial to Pepperfry?
We have been very busy trying to change influence consumers to change their behavior. Since the launch of this campaign, we have witnessed 35% - 40% rise in the traffic and expect it to cross 100% in coming weeks.
This campaign is based on the insights from customer interactions over last few months who have been dealing with contractors, carpenters and other players in the unorganized sector for getting their furniture made. While consumers always thought that would be able to control the price, quality and timeline, but in most cases the result was completely opposite. The final result was not satisfactory and did not meet the expectations. Interestingly, people who have not gone through this problem think that they will not face these problems. So, we decided to focus on educating the consumers about these pitfalls and inform that there is a better alternative, Pepperfry.