Case Study
Furlenco
Furlenco, a seasoned player in the Indian furniture and appliance rental arena, embarked on a transformative journey to introduce an outright sell model. With a rich legacy of providing sustainable, functional, and stylish furniture, the brand sought to extend its offerings by allowing customers to own the exquisite pieces they cherished. The new venture covered a spectrum of furniture categories including Bedroom, Living Room, Study, and Dining. When Furlenco approached Intent Farm, they were at the cusp of launching this new vertical.
Campaign
eCommerce - Indiawide
Industry
Home Decor and Furnishings
Key Growth Levers
Within 6 Months Of Launch, Here Were Our Results
Here's How We Did It!
Key Challenges
Embarking on a novel venture, posed uncharted territory for Furlenco. The main challenge lay in establishing a distinct positioning and crafting compelling messaging for this new vertical to effectively communicate its value proposition to the target audience. Furthermore, reaching the right audience, optimizing the conversion rate and Return on Ad Spend (ROAS) was of paramount importance to validate the viability of the sales model before considering widespread scaling. We helped Furlenco navigate these challenges strategically, ensuring a seamless launch and successful integration of the new business approach.
Approach
- Website Experience Improvement
We helped Furlenco streamline the user experience for the new category, ensuring easy navigation, a clear value proposition, embedding objection handling on landing pages and post purchase communication as well – to overall improve Conversion Rates.
- Positioning and Messaging Refinement
A/B tested various copy and creative elements to ascertain the most effective messaging. With sustainability being the main buzz word in the consumer lifestyle categories – we figured brand narratives around this central pillar while highlighting the award winning stylish furniture designs.
- Scaling with Precision
Rolled out the initial campaigns targeting core audience segments. Iteratively refined audience targeting to optimise CPMs and ROAS. Post validation, broadened the targeting ambit, always keeping an eye on ROAS. Iterated on creatives and offers to continually improve ROAS.
Impact
What started with zeroing in on the perfect messaging and audiences – escalated quickly to 1.5 CR+ monthly revenue within a 6-month frame. Within 2 months, the brand campaigns also started to deliver and we saw significant increase in branded search and direct traffic.
Revenue
Starting from 0, we have already scaled revenue to 1.5 Cr+ monthly, marking a significant milestone.
ROAS
ROAS was not a key goal in the initial couple of months but by 3rd month we started focusing on it and are currently at 3+ ROAS.
