Furlenco's Successful Transition to App-Driven Subscriptions Using Contextual Engagement

Furlenco, India's largest furniture subscription-commerce company, was facing a significant challenge in customer engagement and retention. Despite successfully driving app installs, the company was experiencing a low subscription ratio, which was impacting the number of subscriptions coming in from their mobile app. The team identified several customer drop-off points across the customer journey that needed to be addressed. These included reaching out to prospective clients, formulating messages for better subscription rates, determining the frequency of messaging, improving the acquisition and onboarding experience to retain customers, and making the post-onboarding process more meaningful and engaging.

Furlenco's customer base primarily consists of consumers between the ages of 20 and 40 who desire premium furniture without the hassles of ownership. These consumers are wary of upfront investment and prefer quality lifestyle experiences without long-term commitments. Furlenco caters to these needs with their subscription model, providing 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, offering complementary services such as relocation, swapping, subscription pause, and deep cleaning of rental products.