Flipkart goes offline with furniture, as did its rivals Pepperfry, Urban Ladder
Flipkarthas announced a Furniture Experience Centre in Bengaluru.
- With a 1,800 square feet space, Flipkart joins
Pepperfryand Urban Ladderwho had long before launched offline experience studios.
- Flipkart is working with Google to launch Google Lens at these stores.
"As a customer-focused organisation, we understand the requirements of customers and hence 'FurniSure'. The idea behind the FurniSure Experience Zone is to allow customers to explore Flipkart Furniture's offerings in a new and innovative fashion,” said Flipkart Vice-President (Furniture, Electronics and Private Label) Adarsh Menon.
The retailer is also working with Google to integrate Google Lens at these stores for a better viewing experience for the consumers.
Flipkart’s decision to open a 1,800 square feet experience centre comes at an important time in the country’s furniture industry. Swedish furniture giant Ikea is expanding its presence in India, both online and office. Ikea launched its first store in Hyderabad in 2018. Even before its second massive store in Mumbai opens, it has started taking orders online.
On the other hand,
“While we don’t sell directly through our offline studios, they contribute significantly to our sales. Close to 40% of our overall turnover comes from the online bookings made at these studios,” Mihir Kulkarni, Vice President and Head of Omnichannel expansion, Pepperfry told Business Insider in an earlier interview.
Meanwhile Urban Ladder, which had reported losses of ₹4.59 billion in 2016-17 and ₹1.17 billion in 2017-18, too believes that the omni-channel strategy with offline retail points would help turn their story around.