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Furlenco Grew App-Driven Subscriptions From 30% to 75% in Three Years Using Contextual Engagement

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About Furlenco

Furlenco is the largest furniture subscription-commerce company in the country. Founded in 2012, this Bangalore-based company has catered to 200,000 satisfied customers across 13 cities with its furniture rental services.

Business Need

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.

MoEngage Solution

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.
75%
Subscriptions from their mobile app

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.”
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Varun Krishnakumar
VP of Product and Technology, Furlenco

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.
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Rohin Hans
Sr. Director - Digital Marketing, Category and Growth, Furlenco

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.

What They Say About Us

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.
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Rohin Hans
Sr. Director - Digital Marketing, Category and Growth
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.
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Varun Krishnakumar
VP, Products & Technology

How MoEngage Can Help In Offering Delightful Experiences

By visualizing, creating, and automating customer lifecycle campaigns.