Client: A leading e-commerce platform in India

Objective

The objective was to enhance its position in the home décor segment by understanding consumer behavior and preferences. Specific objectives included:

• Identifying what makes home décor shopping enjoyable online and offline.

• Comparing satisfaction levels between online and in-store shopping experiences.

• Evaluating consumer suggestions for improvement in shopping experiences.

• Identifying popular stores and platforms for home décor.

• Exploring content preferences for home décor on social media and video platforms.

Methodology

A 9-day WhatsApp community engagement was organised targeting consumers from metro, Tier 1, and Tier 2 cities. The methodology leveraged:

1. Live Diary Method

   • Captured real-time updates on shopping experiences.

   • Ensured data accuracy and reflected immediate consumer thoughts and actions.

     

     
     

2. Flow of Discussion

   • Category Understanding & Exploration.

   • Triggers & Need States.

   • Platform Exploration (online, social media, and offline).

   • Evaluation of Alternatives (price, style, reviews).

   • Purchase Decision Influencers.

   • Post-Purchase Reflections and Satisfaction Levels.

Findings

1. Consumer Preferences

   • A blend of online and offline shopping is preferred for convenience and tactile experience.

   • Online platforms like Brand X and Brand Y are favored for wide selections, competitive pricing, and reliable service.

   • Offline local stores are appreciated for their unique charm and affordable handcrafted items.

2. Deciding Factors

   • Organized and clean store environments, user-friendly browsing experiences.

   • High-quality products, durability, and craftsmanship.

   • Variety and stock updates reflecting latest trends.

   • Personalized expert advice, chatbots, and knowledgeable in-store staff.

   • Excellent customer service, easy returns, and problem resolution.

3. Inspiration and Influence:

   • Product videos showcasing diverse uses inspired purchases.

   • Social proof (reviews, images, videos) built trust and influenced decisions.

4. Purchase Trends:

   • Room-specific and occasion-specific décor are popular.

   • High demand for items like wall art, plants, and flower vases.

Challenges

• Balancing the advantages of online platforms with the tactile experience of offline stores.

• Ensuring real-time engagement and capturing authentic consumer behavior during the 9-day study.

• Analyzing and addressing the varied preferences across metro and Tier 1/Tier 2 cities.

Business Outcome

• Enhanced Consumer Insights

  • The brand gained actionable insights into consumer behavior, helping tailor offerings to meet demand.

• Platform Optimization

  • Identified opportunities to improve user experience, product descriptions, and customer support.

• Content Strategy

  • Developed targeted content strategies for social media and video platforms, increasing consumer engagement.

• Product Focus

  • Prioritized high-demand categories like wall art and flower vases for marketing and inventory management.

Conclusion

The study successfully mapped the home décor purchase journey, highlighting key areas for improvement and growth. By addressing consumer pain points, enhancing shopping experiences, and leveraging the power of social proof, the brand can strengthen its position as a preferred platform for home décor shopping. This case study underscores the importance of understanding diverse consumer needs and adapting strategies accordingly for sustained market leadership.