Bangalore-based omnichannel furniture retailer, Urban Ladder, is planning to slash its marketing expenditure by 50%. As against Rs. 40 crores in the year 2019, the aim is to bring the number down to Rs.20 crores by focusing more on digital. According to Rajiv Srivatsa, co-founder and CPTO at Urban Ladder, ‘Digital always leads the media mix and this has worked in our favour. For example, email newsletters help in getting 40% of the business, which is repeat orders.’
Additionally, the company is targeting a 28.5% increase in net revenue to Rs. 450 crores in FY20. Rajiv also stated that at an EBITDA level, the objective of the company is to either bring down losses to zero or turn slightly positive- around Rs. 5 crores.
Source: Economic Times