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How Khoj Crafts expanded their like-minded buyer base by 25% and increase their monthly online sales by 18% within 3 months with Idukki.
Headquarters
Gurgaon
Use Cases
UGC Suite to increase online sales
Buyer Geography
Global
Industry
Furniture and decor (handcrafted)
Challenge
A niche Indian handcrafted furniture and decor store rooted in sustainability and restoration wanted to leverage its UGC to improve and convert its base of like-minded customers
What happens when an Indian handcrafted furniture which calls itself a “quiet luxury brand” converges itself with sustainability and the Japanese concept of kintsugi? You get “Khoj”- a treasure trove of handcrafted furniture and home decor. Located in Gurgaon (India) with a workshop and a store that opens only twice a year, Khoj recrafts and reimagines Indian furniture (fresh and used) to create modern and sustainable designs. Each piece of furniture is lovingly carved and made by artisans, and no two pieces are the same. Apart from working in their workshop, Khoj also engages with artists and artisanal groups across the country. Khoj offers hand-created pieces in three categories: Furniture, Decor, and Garden.
Solution
Collect and display authentic and relevant customer-generated content on the Home Page and Product Galleries to enhance trust and build FOMO!
Touted as India’s best-kept secret, Khoj had acquired a quiet and influential following who wanted Khoj to be more accessible. This led to the opening of the online store. Great reviews and visual testimonials followed suit. Khoj wanted to leverage these visual experiences so that their prospective buyers could understand their brand’s ethos, and also hear their existing customers’ first-hand reflections about what owning a piece of Khoj furniture or decor means to them. They also hoped that showcasing these reviews would increase exclusivity and FOMO in their like-minded customer base.
Outcome
18%
Increase in
monthly revenue
25%
Increase in
followers
Using UGC with sustainability in mind Khoj had two main asks from leveraging UGC:
- Their UGC should be curated and displayed effortlessly on their website.
- They should be able to convert more like-minded buyers who believe in exclusivity and see the beauty in restoring and reimagining antique furniture.
A Glimpse into Khoj’s journey of leveraging UGC using Idukki’s suite
- Crafting: Khoj began by using Idukki’s UGC suite for their products at two main customer touch points: Homepage and the Product Page Gallery.
- Sanding/polish: Started with collecting, tagging, and displaying the most relevant and authentic visual content for each furniture piece on both these pages. Within a week, they noticed an upsurge in their order values.
- Finish: Building upon this success, they started using UGC widgets on their Decor and Garden products pages too.
The biggest win for Khoj was that their UGC spoke about the beauty and value of handcrafted furniture which ensured that the buyers knew the value they were buying into.
The saying, “birds of a feather, flock together” holds true here. When the experiences of delighted customers subscribing to a brand philosophy are captured as authentic UGC, expanding the like-minded customer base is the result.
The saying, “birds of a feather, flock together” holds true here. When the experiences of delighted customers subscribing to a brand philosophy are captured as authentic UGC, expanding the like-minded customer base is the result.
“As a luxury brand, we are looking for buyers who connect with our philosophy of keeping sustainability in mind and understanding what handcrafting every individual piece of furniture or decor takes. Our goal with using Idukki was to help us convert such customers, without us having to spend extra time or effort. Idukki’s UGC suite helped us with these objectives. Knowing what owning a Khoj piece means to our existing customers helps prospective shoppers know what they are getting and helps us convert them faster. ”
Mansi Joshee
Founder