CASE STUDY

TECHTONIC SHIFT

‘THROUGH THE LABYRINTH’

 Context

LiveSpace:

LiveSpace is a furniture and décor company based out of Mumbai. The company was established as
an online-first brand in 2017 and will be looking to shift to offline retail in the coming years.
Currently the product types they serve are home furniture, home textiles, lighting, flooring and wall
décor. Astoundingly, the brand’s website had been seeing hundreds of thousands of visitors each
month—but its conversion rates were absolutely abysmal. The problem was even worse on mobile,
where LiveSpace’s conversion rate was less than half that of its desktop alternative. Unfortunately,
the company did not have the first mover advantage in this space and could not bank on it either.
Upon realizing something needed to be done, the company’s first order of business was to
communicate its unique selling propositions and other offers and policies more clearly to its visitors.
This meant displaying information regarding free delivery, shipping options, and product availability
prominently within its individual product pages. The company also identified the strong growth in
the wall décor space that was fuelled by the rising levels of disposable incomes, increasing
urbanization rates and rising awareness levels.

Wall Décor: New Range

Consumption in India over the past decade has been driven by aspiring and affluent households that
earn in the 5L-20L per annum range. With the rapid increase in dual income households, the
consumption patterns are only going to rise in the coming years. The consumption for home décor
products has grown and Indian brands are expanding their current product portfolio to include them
as well. This is primarily due to the fact that consumers in India care about the perception that
visitors have towards the décor in their homes. Another viewpoint is that aesthetically pleasing
homes provide a vibrancy to the lives of the tenants. In the home décor category, a product line that
has increasingly caught the eye of the consumers in the recent years is the wall décor category.
Empty walls in a home provide an array of possibilities and wall décor in a home can refresh this
space.

Problem Statement

In order to improve its conversion rates, the company would need to address the following:

1. Who is the customer for the new ‘Wall Decor’ range? What should be the purchase experience
(discovery of products, enhancement of products page experience to drive purchase etc.) of
customers on ‘LiveSpace’? How can we address concerns of a customer who is used to buying offline?

2. How can ‘LiveSpace’ improve its customer engagement? Suggest the unique selling proposition,
offers and policies to achieve more engagement and conversion on both mobile and desktop
platforms.

3. Currently, ‘LiveSpace’ does not pop up anywhere on the first page in Google search for furniture
or related items. What steps can be taken to improve the website’s page rank?

Please solve the stated concerns via technology and strong business process and metrics.
 Instructions:
1. The format of submission should be a Microsoft PowerPoint Presentation which
shouldn’t exceed 5 slides
2. The teams must clearly mention the sources of data in a separate slide(s)
3. If a team wants to attach an appendix slide, it can do the same. (For graphs, revenue
projections, cost allocations etc.) (This is not compulsory)
4. In case the teams want to attach a video, they can do the same. This will not be
counted in the limit of 5 slides
5. The first slide of the PPT should clearly indicate the name of the team, the institute
and the participating members. (Not to be counted in the limit of 5 slide limit)

Deadline - 11th Dec, 2019 - 11:59:59 pm IST

Link for uploading your presentation would be shared soon. Please name your entries in
the following format: <Team Name>_<College Name>