In 2016, Pepperfry.com (Pepperfry) was India’s leading online retailer of furniture and home products. As a pioneer in the online furniture and furnishings space, Pepperfry had a first-mover advantage that led to the achievement of significant milestones within a short period. Online marketing, however, involved distinct challenges compared with traditional marketing practices. Improving customer experience at the different stages of a consumer’s purchase could be the foundational strategy to resolve these challenges. How could Pepperfry’s service design further enhance the customer experience and achieve a competitive advantage?
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