Mobile Marketing of LensKart Application Online campaigns in social media has created a huge impact these days across the globe. It has led to a large amount of sale within few hours. The most important activity in this exercise is to create brand awareness and its existence. The main reason for their success is hashtag campaign run in twitter. This has helped a lot for social media marketing to target the people in social media platforms using Hashtag campaigns based on people’s interest. One can just click on the hashtags and get to see all the people who are tweeting or commenting under similar kind of interest. It’s a priceless tool for interest based targeting in inbound marketing strategy. Lenskart hit around 6000+ tweets with Hashtag marketing using their hastag lenskart revamp. This led to a humongous increase in their sales.
Lenskart created a number of campaigns with good offers and were able to reach out to their target customers. They used facebook for hosting a game based campaign, with the lenskart revamp campaign. Apart from the social media campaigns, they have also successfully implemented email marketing campaign.
They created a buzz in the market through digital marketing campaign, they revamped their brand image by various marketing campaigns and regained their reputation in the ecommerce industry. The 6000 plus tweets shows us a clear understanding of the results of using a social media campaign for promoting brands and creating awareness. Lenskart Business Model:The company has introduced a franchise model. Innovative Feature: 1. First frame free: Lenskart gives first frame to its customer for free to encourage customer to buy goods online. Lenskart provides large variety of frames, which enables customer to make best selection. If customer is not satisfied, then can return frame within 14 days of delivery. 2. Exchange old frame for new: Customer can exchange their old frame with new one by register with lenskart. On registration, coupon code is generated and customer to courier their product to lenskart (courier cost borne by customer). Product is verified for its quality, if product meets the criteria, then coupon code is shared with customer. This code can be used by customer to make new purchase. However, if quality check fails and customer wishes to have its product back, then courier charges are borne by customer. 3. Virtual try-on: This feature enable customer to try frames on model's photograph. Customer can also upload their own photo, try different frames on it and can share it on social media for friends & family to comment on it. 4. Try-at-home: Customer can select upto 5 frames to try out. Selected frames are delivered at home on payment of verification charge of Rs.1 per frame. Customer would try frames delivered, selected those they like most. Then all frames are
returned to delivery service (selected ones with lens prescription and others return back). The final order is then delivered with in next 3-5 days. 5. Doctor locator: Company has database of ophthalmology across India. It provides information about years of experience, consultation charges, availability time along with address. Once, the appointment is confirmed by doctor, then confirmation is sent through email or SMS. Further, it also encourages patients to share their experience with that doctor and provide recommendations. This makes it easy for new customer to select doctor in their vicinity. 6. Home Eye-check up: Customer can get their eye site checked at home. Once appointment is booked with lenskart, the optical specialist will visit customers residence at determined timings. Optical specialist will carry along with him eye check machine and 150+ frames to choose from. So, after eye check up customer, they can try out different frames before placing order with lenskart. 7. Franchise model for optometrists: To make its presence felt across, Lenskart has expanded into franchise model. Any entrepreneur meeting franchise criteria (related to area, investment & location) can register with lenskart. They would receive branding support from company. 8. Buying guide: To ensure that returns are minimized and customer has pleasant experience buying glasses, lenskart provides extensive and detailed buying guide for frames and lenses. How do they make money
Business Model characteristics 1. Giving freebies to attract customers 2. Social Media interactions and 24X7 helpline service 3. Good blend of product (frames) and services (eye check up) 4. Effective delivery mechanism
Shipping Model The estimated delivery time of every product is 5 - 10 working days. Although, these are the standard shipping lead time, the actual lead time to deliver a product may differ at each SKU level. The other few exceptions are:
Toric Lenses may take upto 15 days to get delivered depending on the complexity of power. Odd axis may take maximum 20 days to get delivered.
Non toric lenses in PLUS POWER may take upto 15 days to get delivered.
Cooper Vision Toric Lenses take approximately 40-50 days to get delivered.
Cooper Vision Toric XR PLUS POWER Lenses take approximately 50-60 days to get delivered.
Eyeglasses with Prescription Lenses may take upto maximum 1 week to ship out depending on the complexity of power.
Aryan Toric Lenses may take upto 40 to 50 days to get delivered.
Aryan spherical powers any tone maximum 3 days to get shipped.
Biomedics, Proclear and Frequency 55 Aspheric may take maximum 40-50 days to get delivered depending on the complexity of power.
B&L Multifocal may take up to 10 to 15 days to get delivered depending on the complexity of power.
Ipace Framework Lenskart Information:Lenskart is India’s first online shopping eyewear website. The website has a welldefined taxonomy structure. The homepage runs the banner for exclusives and their new range brands launched. The categories are:1. 2. 3. 4. 5.
Eyeglasses Sunglasses Powersunglasses Contact Lenses Accessories
A user clicks on the desired category and lands on the landing page
Landing Page
The detailed product description page (PDP) has all the information a user should have to make a buying decision. The PDP page comprises of:1. Product Description:- Consists of product imformation and brand information, image. 2. Size Details:- Consists of Frame details, size chart and size guide, style and measurements with 3D try 3. Technical details:- Brand Name, Product Type, Frame details, Gender details, Material, Color and other technical specifications. 4. Product reviews:- Customer reviews and expert reviews 5. Certificate of authenticity and call while placing an order 6. Select lenses details 7. Power feed options 8. Warranty Details and returns policy Pricing:Price shoed in PDP page is inclusive of the shipping charges. They show shipping details as to when a product will be delivered based on the different type of product selected. It also supports a 14-days return policy. However, the claim is subject to the inspection of the product if found in proper condition.
Assortment Lenskart offers a huge range of assortment from both domestic and international brands. Majority of its business comes from private labels. The team selects goods, design and stock them, the same is then presented on their commerce portal and delivered to the consumer at the best value. Products are assorted per category i.e. eyeglasses, power glasses, lenses etc. as per brands i .e. Oakley, Fast Track,Gucci, Ray Ban etc. Further, each of the product/brand/category is sub-divided as per its gender,colors and available customization. Convenience Unlike other e-commerce websites, Lenskart provides convenience and operates 24/7 and 365 days a year. Some of their unique value propositions in terms of convenience are:a. b. c. d. e. f. g. h.
Try at home Home eye checkup Free first frame 3D virtual frame try Buy only lenses Doctor locator Store locator Offline store
Entertainment The portal itself is an entertaining and joyful experience with its a. 3d features b. Try and Buy c. Live chat
