Case Study
Furlenco
Furlenco, India’s leading furniture rental brand, pivoted to direct furniture sales — a fundamentally different purchase journey, mindset, and media economics.
Unlike rentals, selling furniture demanded higher upfront trust, deeper category resonance, and a much lower tolerance for acquisition inefficiencies.
Key Business Challenge:
Transition from a rental-first low-AOV model to a direct sales high-AOV model — without diluting brand equity, while building a profitable paid marketing engine from scratch.
Campaign
eCommerce - Indiawide
Industry
Home Decor and Furnishings
Key Growth Levers
🔍 Our Diagnostic Deep Dive
Before scaling media budgets, Intent Farm conducted a detailed diagnostic exercise that revealed:
•Category Perception Mismatch: 82% of prior visitors associated Furlenco exclusively with rentals.
•High Drop-off Rates: Users were hesitant to move from product views to checkout due to lack of perceived trust in buying “rented” furniture.
•CAC Risk Zones: Initial customer acquisition cost estimates were ~₹12,500+, unsustainable for the average order values targeted.
These insights called for a full-funnel rethink, not just tactical ad deployment.
🧠 Strategic Framework
- Brand Repositioning
Introduced “Designer Homes, Now Yours” messaging across paid media and landing touchpoints. Shifted perception from ‘temporary’ to ‘aspirational ownership’.
- Audience Layering
Built custom cohorts: previous renters, urban homeowners, first-jobbers furnishing new homes. Enabled 2.4x better CTRs and improved lead-to-sale ratio.
- SKU Prioritization
Focused spend on fast-moving SKUs (Work Essentials, Compact Living Sets) based on early cohort signals. Improved conversion efficiency by 31%.
- Media Mix Strategy
Balanced top-of-funnel intent creation (Meta, YouTube) with bottom-funnel capture (Google Shopping, Search). Achieved sustainable scaling with CAC compression over months.
🎯 Execution Highlights
Across the execution phase:
•We iteratively tested messaging narratives — ownership pride vs value pricing vs durability storylines — optimizing towards higher add-to-cart and purchase rates.
•Landing journeys were restructured to prioritize ready-to-ship collections, fast-delivery assurances, and EMI/buy-now-pay-later nudges.
•Retargeting ecosystems were layered by page depth and SKU category engagement, reducing waste and maximizing ROAS efficiency.
Each step was designed to create a flywheel where brand trust fueled transactions — and transactions reinforced brand trust.
Within 6 Months Of Launch, Here Were Our Results
Additional Wins:
•64% of new buyers were non-previous renters, proving success in attracting a net-new audience.
•Bounce rate reduction of ~21% on sales-specific landing pages.
📚 Strategic Learnings
Building a direct-to-consumer business for a brand traditionally known for rentals demands more than just ad spend — it demands narrative engineering.
Our experience showed that:
• Category repositioning precedes performance scaling.
• Audience architecture can dramatically compress CAC if built through real user signals.
• SKU-level focus accelerates scale faster than generic brand-building.
At Intent Farm, we don’t just run campaigns — we solve growth architecture challenges.
