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Urban Ladder’s Spectacular Growth Using Digital Marketing

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Urban LadderAbout Urban Ladder:

Urban Ladder is a Bangalore based venture established in July 2012; with the intention of selling premium quality furniture and home decor products through the digital marketing channel. It was co founded by Mr. Ashish Goel, an IIT Mumbai alumnus and Mr. Rajiv Srivatsa, an IIT Madras alumnus. Both of them carry vast industry experience. The company is currently present in 19 cities in India and expanding at a steady pace. Urban Ladder has seen a spectacular growth in less than 4 years of its establishment as it gives a stiff competition to Pepperfry. HouseFull and FabFurnish. The trigger behind staring this venture was the pain and problems faced by the co founders in getting furniture as per their requirements while setting up their home in Bangalore.

Urban Ladder has won the award for “Best Digital Start-up” organised by Internet and Mobile Association of India.

Essentially what makes the company stand out is the focus on quality furniture that is contemporary and stylish. They have the most widespread designs in furniture. The bouquet includes designs from beds, dining tables, TV units, dressing tables, wardrobes, sofas and much more. The company aims to set benchmark across the globe for its distinctive products, unique designs, best customer experience and a guarantee of what has been offered online is ultimately delivered at doorstep.

Urban Ladder’s Business Model:

Urban Ladder operates on a very simple yet unique business model of selling furniture through the e-commerce channel, where with just a click user can select the home decor and furniture products as per the requirements sitting at home. They deliver the furniture and install the product as per the order details. They have recently started a new practice of trials of sofas in customer homes, which is a first in the industry.  It demonstrates that they don’t hesitate from going the extra mile to give the best value to the customer. The customer can choose furniture and other products as per the own choice and taste. The installation and delivery is free of cost.

They are an end to end solution company hence everything they do is in-house from wood procurement to final installation of the product at customer premises.

Digital Marketing Strategy adopted by Urban Ladder:

Urban Ladder had initially launched the company with the option of delivery across the country, but soon they had to shelve the idea because of the complaints they were receiving from their clients regarding products and service quality. They soon modified the strategy and decided to deliver only in 3 major cities: Bangalore, Mumbai and Delhi.

Facebook

The company believes that Visual is a key to their success; hence they focus highly on digital marketing.; which helps them reinforce the quality and visual appeal of their products. Digital Media also gives them an added advantage of targeting the customer as per their social media profile including likes and dislikes, socio economic status, etc. They were the pioneers to tie up with Facebook to market the brand. They have 541,413 likes as on date on Facebook.

Urban Ladder – Furniture space app:

Urban Ladder has also adopted the mobile app strategy very effectively. They currently have more than 10,00,000+ downloads as on date. This has more than 5000 products to choose from. The customer friendly app helps the customer to have the HD images with the option to see the products with its dimensions, explore different looks, color, texture and etc.

The company not only focuses on the sale of the product but also believes in customer convenience. They have made tie ups with the payment gateways to offer feedback and easy emi options or cash on delivery.

Urban Storage – Wardrobe app:

The application helps the customer to design its own wardrobes, create space with various options to choose from. The customer can select design, wood colour as per the other furniture in the room. Hence if a customer plans to buy a wardrobe or a cabinet at a later stage, it looks in sync with the room design.

Twitter:

Urban Ladder has very effectively used this medium as well. As they display their new range and products and communicate to the customer. They provide a medium to converse and discuss the product range. Also they are very quick when it comes to response on requirements or complaints.

Results Achieved by Urban Ladder:

Urban Ladder through its various digital mediums like: Facebook, Twitter, Pinterest, Instagram and LinkedIn has not left a stone un-turned to reach its customer and end user. They have created a space for themselves.

The marketing message reaches easily and effectively to a large and targeted customer base through social media and hence able to achieve the objective of establishing a brand and achieves good product visibility. They are quick in solving customer complaints and issue; hence customer satisfaction is assured.

Learning:

Urban Ladder today is able to communicate its new creation to through digital presence. They have proved that digital media if used properly can do wonders to a start-up venture which is just 4 yrs old in a space which was highly dominated by the traditional stores providing a touch and feel confidence to the customer. A category which was hard to imagine having a strong presence online is flourishing thanks to the creativity and conviction of the co founders.

Photo Credits: Urban Ladder

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