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? Id 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 experts
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 users
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 experts
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 consumers purchase

data to keep track of
consumers 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.

90 days
60 days

THANK YOU