Furlenco Grew App-Driven Subscriptions From 30% to 75% in Three Years Using Contextual Engagement
Discover how Furlenco used MoEngage’s Flows capabilities to increase customer engagement and tackle customer drop-offs, leading to a boost in app conversions from 35% to 75%.
About Furlenco
Furlenco is India’s largest furniture subscription-commerce company. This Bangalore-based firm founded in 2012 has catered to 200,000 satisfied customers across 13 cities so far, with its furniture and home decor rental services.
MoEngage has been an integral part of our strategies. Whenever we plan our quarterly or yearly strategies, we do take into consideration how we are going to leverage MoEngage as a platform to further drive our customer engagement and acquisition on apps.
The Furlenco team noticed drop-offs across the customer journey. For successful growth in subscriptions, they had to address these gaps and improve the overall customer engagement.
The Furlenco team identified drop-offs using Funnel and Behavior Analytics. The team followed up with contextual messages to retain customers on the app and grow subscriptions.
Furlenco’s Customers and Business Landscape
Furlenco’s customer base includes consumers between 20 and 40 years of age who want to utilize premium furniture without the hassles of ownership. These consumers are wary of upfront investment and believe in quality lifestyle experiences without long-term commitments.
This is where Furlenco steps in with their subscription model to provide in-house designed furniture, home decor, appliances, and accessories at monthly and annual rent charges.
Their mission is to furnish modern homes without the hassle of store-hopping. They also offer complementary services such as relocation, swapping, subscription pause, and deep cleaning of rental products.
“As a subscription company, it is essential for us to ensure that we are continuously adding value to our customers so that they find sense in staying with us long-term. To do this, we need to engage with our customers meaningfully and keep collecting feedback to incorporate later into our offerings. This process of engagement is super crucial to us.”
Tackling Drop-offs Key to Grow Subscriptions
The Furlenco team realized that they successfully drove app installs, yet low subscription ratio. This impacted the subscriptions coming in from their mobile app.
The Furlenco team identified customer drop-off points and had to address these gaps:
- How to reach out to prospective clients?
- How to formulate messages for better subscription rates?
- What should be the frequency of messaging?
- How to improve the acquisition and onboarding experience to retain customers?
- How to make the post-onboarding process more meaningful and engaging?
Three years back, our 30% of subscriptions were coming from the app. However, for a subscription business like ours, it requires us to have a lot more touch points along the subscription journey. That's also where we want to leverage our apps and convert more customers.
Contextual Engagement Across the Customer’s Journey to Subscriptions
Using MoEngage’s Flows, Furlenco’s team connected with customers across the subscription cycle:
- Carousel push notifications during the onboarding stage educated new customers about Furlenco’s catalog offerings.
- Personalized messaging using A/B testing helped optimize communication across push notifications, SMs, and email.
Furlenco witnessed drastic improvements to the conversion rate on their app.
In 2018, they received around 30% of their subscriptions through the app. Currently, they are averaging about 75% of the subscriptions coming from the app.
As a subscription firm, it was important for Furlenco to add value to their customer journeys to ensure that they stay with them long-term. Hence, engaging them in a meaningful way was critical and required understanding the customer pulse through feedback.
• Carousel push notifications during the onboarding stage educated new customers about Furlenco’s catalog offerings.
• Personalized messaging using A/B testing helped optimize communication across push notifications, SMS, and email.
• App-driven subscriptions increased from 30% to 75%
MoEngage helped the team streamline their overall onboarding process and drive acquisition from the app at a very high scale. They helped understand customer behavior at each and every step of the funnel, identify what kind of messaging works, the right frequency, and how to make it meaningful.
The team leveraged MoEngage Flows, using push notifications and SMS as the core channels. MoEngage’s real-time dashboards have also been key in helping the team double down on their engagement strategy & conversions. With MoEngage’s assistance, the app has increased its conversions from 30% to 75%.
MoEngage has been a great partner during Furlenco's hyper-growth phase. As a product, it has enabled us to work smarter and connect with our customers in a meaningful way. As a partner, our collaboration and engagement with MoEngage is now a benchmark when we evaluate our relationships with other partners.
How MoEngage Can Help In Offering Delightful Experiences
By visualizing, creating, and automating customer lifecycle campaigns.
