The Challenge

Cityfurnish, a leading online furniture and appliance rental brand, faced growing competition from players like Rentomojo, Furlenco, and Rentickle. While the brand had established strong recall in Tier 1 cities, it struggled with scaling cost-effectively and penetrating new markets.

Key challenges included:

• High Cost per Purchase (CPP) averaging ₹3,500+, limiting sustainable growth.
• Low funnel efficiency: cart abandonment at ~75% and checkout-to-purchase drop-offs near 50%.
• Intensifying competition in metros, driving the need for rapid Tier 2 city expansion.
• Limited SKU depth and unmet demand signaled by 56K+ “Notify Me” requests for products like PlayStation, air coolers, and projectors.

The Approach

Cityfurnish adopted a multi-pronged strategy that combined performance marketing with product and geographic expansion. The team optimized Google and Meta campaigns to reduce acquisition costs, leveraged Apple Search Ads for high-intent users, and migrated web users to the app to improve retention. Seasonal sales campaigns and geo-targeted initiatives boosted short-term conversions while city-specific campaigns helped build stronger regional relevance. Alongside this, SEO enhancements and catalog expansion addressed organic growth and unmet product demand. We did a CRO audit to identify funnel inefficiencies across the user journey and experimented with multiple hypotheses before finalizing the revised user flow.

The Results

The integrated strategy delivered significant impact. Cityfurnish grew overall orders and revenue while simultaneously improving efficiency, bringing down acquisition costs and boosting funnel performance. Paid campaigns delivered higher returns, organic channels strengthened brand visibility, and new city rollouts began showing promising traction. By tackling both marketing and operational levers, Cityfurnish not only scaled order volumes but also created a found