Pepperfry, A Company To Look Up To In Changing Dynamics!

Now that nearly all businesses are dependent on technology for growth as stores open and close based on COVID-19’s spread, people are spending significant time on digital platforms, it is only wise for businesses to make digital marketing a top priority.

Captivating customers’ interest and building trust while they scroll through screens is a surefire way to increase revenues by creating an identity they would love to turn to in times of need. That is exactly what Pepperfry, the leading Indian online marketplace for furniture and home decor, did and no wonder it was able to surpass its pre-Covid sales volumes by 50–60%.

Digital Platforms For Marketing? A Big YES!

During an interview, Kashyap Vadapalli, Chief Marketing Officer & Business Head at Pepperfry revealed that the company opted to emphasize their owned platforms, like website, email marketing, push notifications, and social media platforms like Twitter, LinkedIn, Facebook, and Instagram during the pandemic and used the opportunity to drive a shift in their messaging to make it more relevant, interesting and engaging.

While ordinary brands worried and tried marketing products as well as possible with the motive to sell them, Pepperfry’s strategy to increase engagement level through addressing customers’ needs and interests placed them ahead of the race. Pepperfry did so by sharing tips regarding simple ways to maintain homes, rearrange furniture, DIY interior decor, and sharing avant-garde lifestyle choices, backed by the motives of building customer relations and increased customer retention, placed them ahead of the race.

Customer-Centered Digital Marketing, An Essential For Business Growth!

One cannot get past the increased sales of Pepperfry without acknowledging that the agility and up-to-date approaches that Pepperfry incorporated and the trust-based bond it created with consumers, enabled their successful adaptation and continued growth in the new normal brought around by the pandemic.

A brand that chooses to address concerns and suggests ways to transform life for the better is more likely to become a brand whose products people will buy in both the present and future, compared to brands that only suggest products and services as solutions to problems. This idea was at the heart of Pepperfry’s business model; it must be prioritized by other companies as well because no matter how intelligent marketing is, thoughtful customers can grasp the underlying motives.

Pepperfry’s adaptability, innovative marketing strategy, and resulting growth through careful analysis of consumer behavior on their platforms have a lesson for brands striving for success.

The Long-term Impact Of The Pandemic On Business Communication

Moving ahead in the post-pandemic world, the impact of the pandemic on how businesses communicate with customers, keeping their interest, choices, and desire to see their vision come to life digitally, central, especially in the home design and furniture sector, will continue influencing their communication and shift from traditional to digital marketing.

In the long term, marketing, particularly how much it is centered on digitalization and customers’ needs, will determine how well the brands will do, and Pepperfry is no doubt a paragon others can follow to claim success.