Case Study

How Lenskart Scaled

Omnichannel Marketing Automation

The Lenskart Story

Lenskart.com is India's largest and fastest
growing online eyewear company. With an
expanding chain of 500+ stores across
India and its unique Home Eye Check-up
service, which brings expert optometrists
to homes and offices for convenient eye
exams, Lenskart sells 10 glasses every
minute.

Key results

68% Higher 75% More

Engagement E cient Campaigns
With push notifications personalized based With actionable insights provided
on each user’s first name, location, and by unifying data from multiple
purchase history sources

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Challenges
Lenskart’s biggest priority is delivering an
exceptional customer experience both online
and o ine. It was essential for them to get a
single view of the customer, unifying data
silos from their o ine stores, website, and
app. With this essential information, they
could analyze user behavior and more
e ectively segment their audience to o er
personalized experiences — even with
millions of customers. With such a large user
base (10 million+ for the Android app alone)
and 40,000 unique users being added daily,
Lenskart needed a tool that would scale with
them and o er a seamless experience to both
their CRM team and their customers.
Solution
With CleverTap, Lenskart is able to
orchestrate marketing campaigns at scale
across channels and significantly reduce
campaign delivery times. Notifications that
took over 4 hours to be sent now reach
users in less than an hour’s time with no
slow down of the product. This has also
resulted in higher ROI on marketing spend
with fewer resources spent on planning,
scheduling, and optimizing campaigns.
Case Study
Marketing Automation at Scale
The previous tool used by Lenskart struggled to scale
and was unable to handle mass campaigns for its large
user base. One of Lenskart’s primary channels is SMS,
and each campaign would take over four hours to deliver.
Managing O ine Data
While it was possible to collect data from their online
channels such as web and app, Lenskart wanted to
leverage data from their o ine stores to get a
complete view of each customer.
Personalized engagement across channels
Lenskart needed to expand to newer channels their
customers were most likely to engage while maintaining
the same level of personalization to o er a consistent
experience.
Customer Data Platform
Lenskart can now make informed decisions based on data
collected from online as well as o ine sources, such as
iPad kiosks that collect data after an in-store purchase. This
data is unified by CleverTap to help build rich user profiles
and send more targeted campaigns.
Automated Segmentation
With RFM Analysis, the Lenskart team uses automatic
segmentation to engage their large user base with
personalized campaigns based on how active users
are in the app and how much they spend.
Personalized Omnichannel Campaigns
Lenskart has improved user onboarding and
re-engagement through automated omnichannel
campaigns that cover the entire customer lifecycle.
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 Case Study

“CleverTap o ers the perfect mix

of analytics and engagement, with
actionable analytics and ease-of-
use. With live user segments and
real-time data, we always have our
eye on the CleverTap dashboard
to understand which users are
dropping o and which campaigns
need to be optimized.” Manan Bajoria
Head of Growth Marketing at Lenskart

What’s next

Lenskart has its eyes on capturing over

50% of the eyewear market in India.
With Psychographic Segmentation and
CleverTap’s recommendation engine, the
Lenskart team is confident they can enhance
the buyer’s experience even further. With
over 500 o ine stores, Lenskart plans to
use geofencing and triggered campaigns to
nudge people within each store’s vicinity to
check out their latest products and o ers.
The team is confident that powerful mobile
marketing technologies like CleverTap will
continue to play a key role in its success.

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 CleverTap is the world’s No. 1 retention cloud that empowers digital consumer brands
to increase customer retention and lifetime value. CleverTap drives contextual
individualization with the help of a unified and deep data layer, AI/ML-powered in-
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periences to their customers. More than 1,300 customers in 100 countries and across
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SonyLiv, Swiggy, PharmEasy, and Dream11 — trust CleverTap to achieve their retention
and engagement goals and grow their long-term revenue. Backed by leading investors
such as Sequoia India, Tiger Global, Accel, CDPQ, and Recruit Holdings, the company
is headquartered in Mountain View, California, with offices in Mumbai,
Singapore, Sofia, São Paulo, Bogota, Amsterdam, Jakarta, and Dubai. For more
information, visit clevertap.com or follow on LinkedIn
and Twitter.

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