Omni-Channel Retail And Sales Management

Current Omni-Channel Strategy Followed By Pepperfry

Submitted to:- Ruchika Dawar

Submitted by:- Sakshi Dudi
 PEPPERFRY

PEPPERFRY
“We demonstrate resourcefulness in the face of
scarcity.

We have a unique business model and

groundbreaking ideas.

We embody the spirit of frugality, flexibility and

simplicity.”
PEPPERFRY- Introduction

HISTORY

A couple of years prior, purchasing furniture

online would have been unfathomable. Be
that as it may, in 2012, two Mumbai-based
experts - Ashish Shah and Ambareesh Murty -
began up in the part, and battled their
disconnected challenge with subsidizing from
Zodius Capital, Bertelsmann, and Norwest
Ventures.

After six years, this endeavour – Pepperfry –

has turned into the verifiable market pioneer
in the online furnishings and home stylistic
layout segment. Truth be told, FY2017-18 has
been a milestone year for the organisation,
with various inventive activities and all the
more subsidising in its kitty

Current situation

Today, Pepperfry cases to have a 60 percent

piece of the overall industry in the online
home and furniture section by working
straightforwardly with 10,000 or more trader
accomplices and an index of 1.2 lakh items.
Omnichannel
The prefix omni- is from the Latin omnis, meaning
all or every

Omnichannel -- also spelled omni-channel -- is

a multichannel approach to sales that seeks to
provide customers with a seamless shopping
experience, whether they're shopping online from a
desktop or mobile device, by telephone, or in
a brick-and-mortar store

An omnichannel approach means there's

integration between distribution, promotion and
communication channels on the back end.

Denoting to a type of retail which integrate different methods of

shopping available to consumers (example online, in a physical
shop or by phone)

It is defined as a multichannel sale approach that provides the

customer with an integrated costumer experience.
Omnichannel- Used by the Brand

Pepperfry, the brainchild of Ambareesh Over the last two years, we have embarked on a journey of
Murty and Ashish Shah, is aiming to be the transforming to an omni-channel business through online and
country’s largest Omnichannel furniture retailer. In offline integration.
2014, the brand pioneered the Omnichannel home
and furniture business by establishing its first
Studio in Mumbai. Currently, with its large product
portfolio and the largest big-box supply chain, the
brand caters to 500+ cities across India.

According to Hussaine Kesury, Chief Category

Officer, Pepperfry, “Currently, we have 32 Studios
(owned and franchise) across 16 cities and aim to
raise this number to 70 by April 2019. The average
size of our studios ranges from 2,500 to 3,000 sq.
ft., which is typically 1/10th of a normal offline
furniture store.”

We don’t sell products from the Studio because the

idea is to showcase the large variety of – more than
1,00,000 – products from our online catalogue to LOCATION:
customers
Linking Road, Santacruz West, Mumbai
From the beginning, our intention was to be present
wherever our customers want us to be,” said Ashish
ADDRESS:
Shah, founder and COO, Pepperfry. “Although we
started off as an online marketplace, we decided to
experiment with offline experience stores where Hem-Dil Building, Linking Road, Opposite to St. Lawrence
customers can touch-feel-experience our products. High School,
Omnichannel- Customer Experience in Studio

Now I must say the store interiors were beautiful as well. The staff
was super friendly and jovial. I went looking around at these
curated micro-sections of “perfect homes”. I noticed that there
were no price tags.

When I asked about the price of a product, I was told that they only
displayed the SKU codes and that prices could be looked up online,
which was a really nice touch to promote traffic to their main asset,
their online store. So no purchases allowed offline at the store,
however you can definitely buy online at a few large screens
attached to desktops.

Pepperfry Store at Indiranagar, Bangalore

I had to feature the Pepperfry store at Indiranagar in

Bangalore for 3 reasons:

1). It’s the classic promise of an e-commerce store coming

offline armed with data, design, their bestsellers and their
new approach to traditional retail.

2) It’s just really close to our office.

3) I actually have a lot of respect for this brand as they’ve

been consistent in their leadership on Furniture
eCommerce.
Omnichannel- Effects on Pepperfry

Pepperfry goes omnichannel way to boost sale and

as result 25% of pepperfry’s sales today com es
strong customer who has visited stores.

Plans are under-way to open 28 new Studios

through the franchisee model, across Tier I and II
cities such as Nashik, Nagpur, Bhubaneshwar,
Lucknow, Kolkata, Vadodara, Madurai, Coimbatore
and Mangaluru by March 2018, taking the firm’s
total store count to 48 by the end of this fiscal

https://www.pepperfry.com/#

Pepperfry to double offline studios by 2019 , build

India’s largest omnichannel network.

DLF Mall of India, Sector 18, Noida

References

Balan, M. (Ed.). (2016, May 12). Pepperfry Store — When True Omnichannel leaves you wanting for
more. Retrieved April 1, 2019, from medium.com: https://medium.com/@murali_tenovia/
pepperfry-store-when-true-omnichannel-emerges-and-leaves-you-wanting-for-
more-1f14e1f510cd
Chengappa, S. (Ed.). (2018, January 12). Pepperfry goes the omni-channel way to boost sales.
Retrieved April 1, 2019, from www.thehindubusinessline.com: https://
www.thehindubusinessline.com/companies/pepperfry-goes-the-omnichannel-way-to-boost-sales/
article9740424.ece
Lamba, C. (Ed.). (2018, August 20). Pepperfry to double offline studios by 2019, build India’s largest
Omnichannel network. Retrieved April 1, 2019, from www.indiaretailing.com: https://
www.indiaretailing.com/2018/08/20/retail/pepperfry-to-double-offline-studios-by-2019-build-
indias-largest-omnichannel-network/
Nair, A. (Ed.). (2018, March 28). How online furniture platform Pepperfry won the fiscal fitness
trophy for FY2018. Retrieved April 1, 2019, from yourstory.com: https://yourstory.com/2018/03/
online-furniture-platform-pepperfry-won-fiscal-fitness-trophy-fy2018
rouse, M. (Ed.). (2018, May). omnichannel. Retrieved April 1, 2019, from
searchcustomerexperience.techtarget.com: https://searchcustomerexperience.techtarget.com/
definition/omnichannel