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LENSKART MOBILE CASE ANALYSIS AND RECOMMENDATIONS A Presentation by
Chetan Varma
CITRUS CZARS Subramanian G.
Deepanshu Pattanayak
Understanding the Consumer
An adult between 18 and 40 years of age, living in a Tier 1-3 city in India, requiring eye-wear for medical and/or fashion needs; the share of wallet of e-
commerce is significant and increasing year after year for this consumer.
Understanding the Consumer Spectacles: Drivers of Purchase
Recommendations of an eye specialist regarding frequency of eye check-up and change of lens (40% of the respondents)
Problems with vision and/or existing spectacles (60% of the respondents)
Mobile App Usage Behavior
Fashion eye-wear: Drivers of Purchase Fashion trends Hedonic/Style needs Brand/Celebrity endorsement Impulse based on design, look and feel
The consumer installs an App that he/she would like to use. However, if the App is not frequently used, the consumer uninstalls or removes the App. In case of Lenskart, the consumer purchases eye-wear once in every six months (fashion eye-wear at an even lower frequency). In the meantime, there is no use for the app. Therefore, the consumer uninstalls it.
Understanding the Consumer Barrier to
Retention Barrier to
Installation “What additional features is the app providing? I’d rather shop on the website”
“Why do I need to keep an app when I purchase eye-wear once in 6 months at best?”
Barrier to
Conversion “I currently buy at my own discretion but would ideally prefer an expert’s recommendation”
Consumers will only install those apps that provide greater value than do websites, and provide utility frequently (on a Key Consumer Insight weekly/monthly basis).
Though purchasing eyewear online is convenient, consumers still consult an expert (an eye doctor) first before making the purchase and often times seek their recommendations Key Consumer Need Gap regarding the brand
Our Big Idea do more than just selling eye wear…
We are responsible for all your eye-care needs on the go!
Marketing Strategy Drive App Installation through Communication Type of Communication
Touch point (Media mix)
How to land (Promotion)
Marketing Collateral (Posters and Banners)
Eye Clinics (there is typically a high waiting time during which patients normally engage with their mobile phones)
Posters and banners have a QR code which can be scanned using mobile app alone to redeem benefits such as discount on first purchase and extra free trial before purchase
Eye specialist prescription
Eye Clinics
Customer testimonial videos/stories
Online media (social media)
Customers share their experiences with the mobile app and its value add.
Retargeting ads
Online media (social media)
Position the mobile app as a Personal eye specialist in your pocket
TV Commercials
Television, YouTube
Prescribe eyewear using augmented reality stickers which can be scanned only using app.
Ad communicating value provided by the mobile app
If sight details are not provided during registration on App, a free eye check-up can be availed.
Marketing Strategy Drive Retention through Engagement In-app notification In-app reminders to regarding free eye a doctor or check-up by Lenskart consult specialist ahead of at your home/office six eye months from the date of lens expiry purchase of eye wear Provision to book appointments with In-app notification eye specialists (biweekly/monthly) exclusively via App regarding latest (in collaboration with eye fashion trends in eye specialists) wear
Engagement through In-app notifications
Engagement with Eye specialists
Notifications (monthly) providing useful customized information regarding eye care specific to user’s problems exclusively on App
Engagement through Eye care information
‘Vote your favorite new design’ for fashion eyewear #LenskartCoolSelfie contest – post a pic of you wearing your newly purchased fashion eyewear, get likes, win prizes
Engagement through Social Media
Marketing Strategy Drive Conversion through purchase triggers Purchase triggered due to pro-active service which drives up loyalty
Purchase triggered due to trustworthy expert’s recommendation
Prompt for free eye check up six months from the date of purchase of spectacles
Prompt for free eye check up ahead of contact lens expiry date
Eye specialists prescribe Lenskart for eye wear needs of the consumer
Use consumer’s purchase data to keep track of consumer’s eyewear purchase
Use historical data to understand degradation of each type of lens and predict expiry date
Partner with well known eye specialists
Repurchase
New Purchase
Marketing Plan Timeline Project Kick-Off Day 1
13
Close 25
37
49
61
73
85
97
109 121 133
Launch new mkting campaign
We are responsible for your eye-care needs wherever you are!
Develop database and analytics capabilities
60 days
80 days
Provide personalized notifications based on analytics
Partner with big eye clinics and eye specialists
60 days
To put up posters in clinics Commission to prescribe Lenskart products
Tie up with specialists for doctor appointments Tie up with small time eye specialists to generate content for in-app notifications.
