A Presentation by

LENSKART MOBILE CASE ANALYSIS AND RECOMMENDATIONS

CITRUS CZARS Chetan Varma 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 Fashion eye-wear: Drivers of Purchase

Fashion trends Hedonic/Style needs Brand/Celebrity endorsement Impulse based on design, look and feel

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

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

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?

I currently buy at my own discretion but would ideally prefer an experts recommendation

Barrier to

Retention

Barrier to

Conversion

Key Consumer Insight

Consumers will only install those apps that provide greater value than do websites, and provide utility frequently (on a weekly/monthly basis).

Key Consumer Need Gap

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 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 T y p e o f C o m m u n i c a t i o n T o u c h p o i n t ( M e d i a m i x ) H o w t o l a n d ( P r o m o t i o n )

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 Prescribe eyewear using augmented reality stickers which

can be scanned only using app.

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 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 regarding free eye check-up by Lenskart at your home/office six months from the date of purchase of eye wear

In-app notification (biweekly/monthly) regarding latest fashion trends in eye wear

In-app reminders to consult a doctor or eye specialist ahead of lens expiry

Provision to book appointments with eye specialists exclusively via App (in collaboration with eye specialists)

Notifications (monthly) providing useful customized information regarding eye care specific to users problems exclusively on App

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

In-app notifications

Engagement with

Eye specialists

Engagement through

Eye care information

Engagement through

Social Media

Marketing Strategy

Drive Conversion through purchase triggers

Prompt for free eye check

up ahead of contact lens

expiry date

Eye specialists prescribe

Lenskart for eye wear

needs of the consumer

Use historical data to

understand degradation of

each type of lens and

predict expiry date

Prompt for free eye check

up six months from the date

of purchase of spectacles

Partner with well known

eye specialists

Use consumers purchase data to keep track of

consumers eyewear purchase

Purchase triggered due to

pro-active service which

drives up loyalty

Purchase triggered due to

trustworthy experts recommendation

New Purchase Repurchase

Day 1 13 25 37 49 61 73 85 97 109 121 133

Close Project Kick-Off

60 days Launch new mkting campaign

We are responsible for your eye-care needs wherever you are!

80 days Develop database and analytics

capabilities Provide personalized notifications based on analytics

60 days Partner with big eye clinics and

eye specialists

Commission to prescribe Lenskart products

90 days Tie up with specialists for doctor appointments

60 days Tie up with small time eye specialists

to generate content for in-app notifications.

Marketing Plan Timeline

To put up posters in clinics

T H A N K Y O U