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

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.

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.

To tackle these challenges, Furlenco turned to MoEngage's Flows capabilities. The team used Funnel and Behavior Analytics to identify drop-off points and followed up with contextual messages to retain customers on the app and grow subscriptions. They implemented carousel push notifications during the onboarding stage to educate new customers about Furlenco’s catalog offerings. Personalized messaging using A/B testing was used to optimize communication across push notifications, SMS, and email. MoEngage's real-time dashboards were also instrumental in helping the team double down on their engagement strategy and conversions. With MoEngage’s assistance, Furlenco was able to streamline their overall onboarding process and drive acquisition from the app at a very high scale.

• The implementation of MoEngage's Flows capabilities led to a significant improvement in Furlenco's customer engagement and retention. The use of carousel push notifications during the onboarding stage helped educate new customers about Furlenco’s offerings, while personalized messaging optimized communication across various channels. The team was able to understand customer behavior at each step of the funnel, identify effective messaging, determine the right frequency, and make the overall customer journey more meaningful. This not only streamlined their overall onboarding process but also drove acquisition from the app at a very high scale, ultimately increasing app-driven subscriptions from 30% to 75%.

• App-driven subscriptions increased from 30% to 75%

• Optimized communication across push notifications, SMS, and email through A/B testing

• Identified customer behavior at each step of the funnel, enabling targeted messaging and engagement strategies