DIGITAL MARKETING.

~LENSKART(.COM)
Introducing Lenskart:-
Lenskart is an Indian eyewear online/ offline retail chain and their product line includes regular eyewear, sunglasses,
power sunglasses, sport- wear trendy eyewear, & contact lenses. The company is headquartered in the capital city of
India, New Delhi. As of September 2019, Lenskart had over 500 stores in 70 cities in India. The company had a
valuation of $1.5 billion by Dec 2019 after Softbank invested around $275 million. Peyush Bansal, a
former Microsoft employee, founded Lenskart in 2010 along with Amit Chaudhary and Sumeet Kapahi. In 2020
Lenskart generated a total revenue of Rs.1000 cr. plus
Financial backers of Lenskart include TPG Growth, International Finance Corp and Adveq Management. Ratan
Tata (of Tata Sons) and S Gopalakrishnan (of Infosys) have also invested in Lenskart. In March
2018 Wipro Chairman Azim Premji invested 400cr in the group taking the valuation of the company to 3000 Crore. 
By 2016 Lenskart had become one of the two top optical chains in India, along with Titan Eye Plus. Its
manufacturing facility in Delhi manufactures 300,000 glasses a month. Lenskart also has a factory
in Zhengzhou (China) which manufactures about 50% of the production. Lenskart launched the eyewear brand John
Jacobs in 2017 and for that brand aimed to touch Rs. 500 crore in revenue in two years. In 2018 the company became
profitable (EBITD).
The company is in talks with Japanese group SoftBank as well as the private equity firm Kedaara Capital for
investment. These investments will make Lenskart the next unicorn. The company has also commenced their
business operations in form of franchise model to extend their reach and availability of the brand across the nation.
In October 2017, Lenskart's first brand ambassador was Katrina Kaif (Bollywood actress). In March 2019 the
company roped in Bhuvan Bam (youtuber/ influencer) as their first male brand ambassador.
What is Omni Channel Marketing?
• Omni-Channel is a cross-channel content strategy used by organizations to
improve their consumers experience and build better relationship with their
spectators over the points of contact. Omni channel implies to combining and
arranging various channels, so that the experience of getting engaged over all the
channels one chooses to use becomes more efficient and pleasant, rather than
using a single channel. Omni-Channels supplants multi-channels and is comprised
of channels such as Physical location and Environment, Social media, Mobile
applications, Ecommerce and personalized videos augmented of mixed reality.
Organizations adapt omni-channel, strives that their consumers value company’s
ability of getting engaged through multiple approaches at the same time.
Omni-channel marketing has turned out to be a key to the marketing success for the
companies and brands, as it enables the consumers to engage with companies and
brands through multiple ways, which includes physical locations (stores), online
platforms, official websites, mobile application, social media and physical and
virtual catalogues Omni-channel marketing has allowed consumers to utilize their
smartphones, laptops, tablets, desktop computers to search for products and make
purchase and to access services online. Consumers can also communicate with
brands through chat boxes available on their official website apart from mails,
messages etc, physical interaction , to get immediate response in case of emergency
or queries through their mobiles, laptops, tablets and desktop computers. On the
other hand, Omni-channel has also enabled the companies to build consumer/public
relation online, by rendering efficient services and has also improved their
marketing strategies as they may also go for digital advertising to explore their
products in market.
Importance and Need of Omni Channel Marketing.
With the rapid outburst of e-commerce and online retailing, consumers now expect
that their shopping experience should be constant, convenient and connected.
Optimizing Omni-channel marketing strategy will help the organization to offer a
seamless shopping experience to their consumer. As, consumers now-a-days expect
everything readily available according to their convenience and comfort.
Opportunely, Omni-channel is giving an opportunity for the retailers to deliver their
products, services and promotions to their consumers as per their need and want.
Businesses adapting Omni-channel, focuses on both, in-store shopping experience
as well as digital channel experience. Which in return, creates an perfect Brand
experience.
This evolution in marketing has enabled the consumers to fluctuate on any channel
as per their preference, purchase history and experience. Omni-channel enfolds
personalized messages and promotions to their consumers. This results into long-
term consumer loyalty and develops brand-value.
Omni-channel will benefit the consumers with some of these capabilities and
satisfy their wants:

 Product browsing becomes quick and easy on smartphones, laptops and desktops.

 Customers get a personalised recommendation as per their individual preference

and choice, based on their previous purchase history.

 Various discounts and promotional offers are provided to raise customer loyalty
and appreciate it.

 Allows the customers to save their favourite products in the cart on multiple
devices.
Omni channel marketing is a need for an organisation in todays marketing platform,
because without having a presence online, there is a disconnection between the
consumers and the brand, over the path of purchase. The current consumers expect
that brand will make their products readily available, whenever they need or want it,
consumers also want to get information about the brand and products at their finger-
tip on their smartphones. Therefore Omni-channel is a vital need for the
organisation operating in today’s world. However, if any organisation is missing out
with this marketing strategy then the competitors may have a greater competitive
advantage and not having omni-channel marketing will turn out to be organisational
weakness, of which other competitors may take advantage of it. Therefore, Omni
channel marketing is an essential and vital Need for any Business / Organization in
todays world.
The C.E.O./ founder and co- founders, of lenskart Mr. Peyush Bansal, Mr. Amit Chaudhary and Mr. Sumeet Kapahi
started this business because they wanted to provide high quality and original eyewear to the people of India as in the
current market as the majority of the local eyewear stores are trying to rip off their customers by trying to sell them
sub standard and fake products and making high profits unethically by selling inferior products. He also didn’t quite
liked the fact the customers had to take out time to visit the stores physically from their busy schedule as eyewear is a
very important accessory for people with weak eyes. This encouraged the founders of lenskart to prevent this big
issue in the market and brought a solution to it called lenskart.com. Also the founders wanted to change the
perception of people towards online eyewear stores of being less trust worthy/ unreliable and lacking a sense of touch
and feel, to which Lenskart.com started to check how many people have subscribed to their application but haven’t
transacted on it due to lack of trust, to overcome this situation lenskart heavily stepped into establishing strong
communication with their customers through mediums like emails and unlike the traditional way of communication
where customers were just informed about the status of their order, the company adopted the base of the full duplex
model where customers were able to share views, express their thoughts in the process and be virtually engaged. By
giving importance to customer experiences and engaging in open communication, the brand becomes more human
and builds trust. Lenskart is providing 5000 styles of eyewear to choose from and gives free home delivery with 14
days replacement guarantee. From sunglasses to reading glasses to contact lenses, Lenskart makes everything in
eyewear categories. Now with chain of offline stores, lenskart has acquired high market share in both online and
offline market of eye wears.
Current 2020 Marketing strategy of lenskart is that, they would use the Omni-Channel marketing approach and will
also hold on to other forms of innovative advertising, through social media and digital advertisement, collaboration
with celebrities, entities and brands. However, traditional marketing will be a ongoing process for SUGAR as a
Brand to create maximum awareness and reach of their marketing campaign .
Digital campaign to be implemented by lenskart using multi-channel capabilities.
• Lenskart.com marketing campaign:
The plan: Recently, lenskart had launched various innovative products and services like air flex frames which were
extremely light but at the same time extremely durable and affordable, online face trail for specs using 3d imaging
complex software and providing a feature on their application to try the desired frames online when the customers
uploads their face picture on their app and then using AI and 3d imaging technology the customers can see how they
would look in that eyewear before committing to the purchase, but the sale of this product has not reached the sale’s
target. To achieve their sales target, lenskart should form a Paid-Partnership/ Sponsorship, with social media
influencers and celebrities on Instagram, Facebook, E-mail, and YouTube. Influencers/ Celebrities like Bhuvan Bam,
Katrina Kaif and Ranveer Singh, as these social media influencers and celebrities have different personalities and
different face cut’s, therefore they can give a honest and convincing review about the Lenskart’s newly launched face
scanner and air flex frames, which will develop trust among the consumers for the newly launched product/ service.
Lenskart should also film advertisements comprised of different methods of using this newly launched service of
facial scanning and briefly explain how this feature can be used by the customers very easily in a step-by-step
manner using creative and intuitive OS as well as ads. They can also send promotion e-Mails to their existing
consumers, by offering vouchers and discounts on the purchase of the newly launched services and products as well
as give them additional referral rewards for allowing lenskart to access their contacts and send promotional messages
on their behalf using their names to build more trust in the new potential customers as people trust their friends more
than any sales commercial or ads. Using this techniques lenskart can acquire a large customer base thereby increasing
the sales and downloads of their app. Using their contacts and sending them personalised messages(SMS) with their
friends name who has purchased/ used their service and products. This will help to attract more customers and
increase real time customer engagement and sales.
Instagram Marketing Campaign of lenskart Step-By-Step.
Step 1: Identify and recognise what type of influencers/ celebrities
are suitable for the product/ services to be promoted and how can
the audience can relate those celebrities/ influencers from the brand
and its business activities.

Step 2: Fix a meeting with chosen influencers/ celebrities either online or offline.

Step 3: Give a detailed information to the influencers/ celebrities about the product
and services, inform what is expected from them and confirm if they agree
what the products/ services are claiming.

Step 3: Prepare a contract and do the formalities.

Step 4: Send products hampers to the influencers so that they can try the product
and give a review on their Instagram page, stories and IGTV.

Step 5: Send incentives and gift hampers to the influencers for appreciating them
if they desired outcome is achieved and thank them for their overwhelming job
for promoting the brand and the products/ services offered by them.
Strengths and weaknesses of Instagram marketing campaign of lenskart.
Strengths
a) By conducting Instagram marketing campaign, people who do not
follow official Instagram page will get to know about the product from
various sources i.e. from the influencers that they follow religiously or
willingly. This will help the lenskart to explore the product widely.
b) It’s enormously popular.
There are over 100 million active users, and those 100 million people
are putting up some impressive stats:
60% of the users log-in daily
90% of the users are under 35
50% of the users use it for market research (this number excludes users
from China)
Pretty much everyone is using it: 48.8% of brands are on Instagram, and
if we only look at the top 100 brands in the world, then that number
jumps to 90%.
c) By conducting this campaign, making a strategic approach towards
social media power, lenskart can reach their audience in an effective
and influencing manner which will result in higher conversion rate of
customers
Weaknesses
b) According to the research 30%-35% of the population do not use
Instagram in their daily routine or may not follow these influencers
chosen by the lenskart. This is an disadvantage as they can not reach 35
to 35 percent of the population even after conducting such intensive
Instagram marketing campaign.
b) Engagement on Instagram is very high, but conversion rate is low.
The problem with Instagram is, ironically, that their user experience is
almost too good. Sharing, liking and commenting is so easy that it’s
difficult to convert users into dollars and cents.
The users tend to like and share because it’s so simple, but they don’t
always have a meaningful connection to the brand. It means the
behaviour that marketers can track has little relevance to the behaviour
that we want to drive.
c) Lenskart can not depend on this campaign completely as their
marketing strategy, as 100% of their audience are not a user of
Instagram and many of them might not even be very active to constantly
follow up with the brands upcoming activities.
E-mail marketing campaign of lenskart.
Lenskart as a brand can send promotional messages to their consumers as well as potential customers, the message content should
be about introducing their new products/ services and their benefits, such as, “Get your hands on the lightest, coolest and the most
durable frame for specs in one step only, grab the all new lenskart ‘Airflex’ frames, It is handy, light-weighted and instantly feels
almost non existent after you put them on your face. Introducing all new Airflex to you to solve all your hassle of wearing bulky
and uncomfortable frames with poor durability” Garb it fast to experience a truly game changing pair of specs.
This type of messages will get consumer attraction and also the product will get customer attention. Furthermore, to encourage
and enable the consumers to by this product, lenskart can offer various discounts and other complimentary offers like exchange
your old pair of frames with a new one at a discounted price by introducing buy back policy for their customers. Also by giving
complimentary products/ services like free eye check up before making the purchase on their app and request physical trial of
their favorite shortlisted frames/ specs in limited numbers like 5 selected frames of choice at your doorstep free of cost if the
customer makes a purchase or charge a minimal convenience fee for some far areas.
This marketing campaign would enable the consumers to buy the product instantly but will make them more aware about the
product on real time by physically experiencing the product in their hands and enjoy the feel of it and make the right purchase
decision thereby raising the overall satisfaction levels of the customers and result in positive feedback and high probability of
word of mouth marketing which would be free of cost to lenskart and bring additional benefits. Also by using reference marketing
strategy through emails it will help the brand to develop trust and loyalty of the customers very quickly also it will help to
strengthen the customer base by expanding it largely and rewarding the existing customers cashbacks if their contact makes a
purchase within a period of time which creates high repetitive sales.
Strengths and weaknesses of Email marketing campaign of lenskart.
Strengths. Weaknesses.
a) By Sending E-mails and promotions of Airflex frames and facial scanning a) Not all the targeted audience check their emails consistently and if they do
feature on their application, the consumers get easily aware about new then many of them are not interested in such type of spam and promotional
launched product/ services and they automatically get a thought of giving it a types messages. Which is not good for lenskart as a Brand.
try and especially when its free of cost, which is beneficial for lenskart as a
brand and makes their strategy more effective and interactive.

b) Not only is email marketing easy to track, it also delivers a high ROI. b) Not all the selected audience are observers/ followers of lenskart,
According to Campaign Monitor’s 2016 annual report, every dollar spent on therefore these kind of messages are ignored by many people and are given
email marketing generated $44 in revenue, up from $38 in 2015. The same less to none attention. This creates an disconnection between the product and
report found that automated emails led to a 320 percent revenue increase the consumer.
compared to non-automated emails. Email marketing also produced 174
percent more conversions than social media. Lastly, 80% of retail
professionals indicate email marketing as the greatest driver of customer
acquisition and retention. This will ensure the marketing campaign results in
high ROI and help in expanding the customer base by increasing the reach of
the brand to a different level all together.

c) By receiving discount and other complimentary offers, customers who buy
and try the promotional product/ services( in this case lenskart Airflex frames
and facial scanning feature on lenskart’s app) they also tend check-out other
products offered by lenskart and this is beneficial for lenskart as a brand as it
helps to make additional sales indirectly and raises the profitability and sales
of the brand.
c) Customers may get annoyed or disturbed by getting these promotional
messages and may report or unsubscribe to stop receiving messages from
lenskart which will lead to ineffectiveness and irrelevance of the marketing
approach chosen by lenskart.
YouTube marketing campaign of lenskart.
Optimizing YouTube to promote/ advertise lenskart’s Airflex and facial scanner feature can influence the targeted
customers effectively. As YouTube is one of the most trending application in today’s world. Youngsters, kids/ teenagers
and Adults, each type of age group uses YouTube and also get quite strongly influenced by its content. Therefore
YouTube can give best results in terms of product promotion. Lenskart, can film short commercials by showing how
happy their customers are after buying their Airflex frames and how the facial scanner feature helped them to choose
the right size and style of frame that suits their face the most and raised their satisfaction and helped them to make the
right purchase decision, overview of the products, what makes it so different from other frames available in the market
and how it’s the best in class product like being the lightest and the most durable frame in its category, the customers
can also demonstrate how the company’s claim on their product is actually real and not just a gimmick. This can be
done by actually putting it to a test by weighing the frames on person and bending it and twisting and flexing it
strongly. This will helps lenskart to make their audience understand what is exactly the product and why it is useful or
beneficial for them in their day to day usage. Moreover they can also add review of influencers/ celebrities who have
tried and liked the product/ services, which will give them a variation of opinions and will help to build trust for the
product among the audience. Lenskart, as a brand can conduct surveys about what qualities of their existing frames
and eyewear do consumers like and what changes do they need and then make those changes by adding it to the future
models of their and mention it in their video to capitalize on the additional hard-work done on the product
improvisation and recover the cost invested in the process. This will enable the consumers to give a try to the newly
improvised product to perfectly meet their needs and requirements. The celebrities and influencers can also give
personalised promo codes their followers which gives their audience a special exclusive discount and benefit and
results in quicker sales as the customers feel privileged by the brand and makes their purchase special and unique from
the general crowd. Using YouTube ads on other channels of competitors and eyewear reviewers will help to increase
the customer acquisition rate at a very economic and effective way and raises the chances of turning them into actual
customers from potential customers. Overall it will help lenskart to increase their market share which they already
enjoy the largest chunk of it and increase their core competency.
Strengths and weaknesses of YouTube marketing campaign of lenskart.
Strengths
a) By promoting and advertising lenskart’s Airflex frames and face scanning
feature on their application on YouTube, it targets a huge amount of
population/audiences and leaves an effective image of the product in their
mind and encourages them to make the purchase from lenskart rather then
going for any other alternatives that are not very popular hence it creates a
competitive edge for lenskart which could be capitalized by them easily.
b) YouTube allows lenskart to track short-term and long-term marketing
performances. This helps the brand to create future marketing strategies for
the same product in a much more impactful and relevant way ensuring the
expectations of their audiences are met successfully.
c) YouTube also has features that can allow brands to leave their website in
description, so that if the viewer is willing to purchase the product they can
directly click on their website and make a purchase, without struggling to
search for the brands website on their browsers and open multiple tabs on
their screen making the whole process of buying more tedious and
ineffective which could sometime lead to ignorance from the customers who
were actually interested in making the purchase but opted to change their
decision as they weren’t ready to go through the long time consuming
process. To prevent such risky situations YouTube has been very smart in its
interface so its customers can get their hands on the products and services
viewed by them during the time when they are the most interested to buy the
and might loose the curiosity and interest in a short time if the product/
service is not being accessed by them in a short time.
Weaknesses
a) Promoting and advertising lenskart’s Airflex frames and a free service of
facial recognition software feature on YouTube requires huge amount of
investment and the desired returns are not sure/confirm which means simply
putting money in YouTube’s(Google) bank a/c without any benefits derived
from it if not used carefully and strategically.
b) Any advertiser can put an add on your video. This means that even
lenskart’s competitors(Titan eye plus) can run an add on or near lenskart’s
video, which can hurt lenskart’s interests.
c) Commenting is free-for-all. YouTube comment wars erupt on many
videos, especially popular ones. If your video does go viral, lenskart’s
comments section could be hijacked by those who want attention. Comments
can sometimes turn sexual and violent. This is something lenskart has to be
constantly alert about as things could go out of hand very soon if the brand
does not take prompt action on the violators and remove their comments as
well as block them from further commenting on the video. Certainly the
brand doesn’t want to be associated with that as it could have serious
repercussions which might even turn into unnecessary legal battles which
could be both costly and tarnish the brands reputation in a short matter of
time.
Evaluating strengths and weaknesses of chosen channels by lenskart for campaign and justifying how it ensures
customer interaction and engagement.
Lenskart, has chosen Instagram, YouTube and E-mail as channels to conduct marketing campaign of Lenskart Airflex frames and
promote their face scanning software feature on their mobile application. As all these channels are highly effective and has a major
influence over the targeted audiences and have a wide reach at a economically effective price compared to other less popular
channels. Instagram has helped/ offered a opportunity to promote lenskart Airflex frames and promote their face scanning software
feature of their mobile application on Instagram through their official account and also by collaborating with various influencers/
celebrities suitable for the product/ services to be promoted by the brand. This will give a mutual understanding to the consumers
about what how the newly launched products and services by lenskart are vastly unique and better than the currently available
options in the market. This will tell the customers exactly about how the company sees their newly launched products and services
and will build trust for the product among the consumers, as they can relate the product to the celebrities and influencers they tend
to follow deeply and when they are using it and giving a honest review about it automatically creates a long- lasting positive
image of the brand and its products.
However, only Instagram cannot promote the product totally as 30%-35% of people do not use Instagram regularly. Therefore,
lenskart also opted to promote their product on YouTube by filming short advertisements, in which it is explained how to use the
new software feature step by step very quickly, easily and intuitively, also they promoted their newly launched Airflex frames by
explaining what are its significant benefits and why is it different from other inferior frames available in the market at a similar
price point, basically an overview of the product. This video enables the consumers to identify why is the product different and
why is it useful in their day-to-day usage and the benefits ( handy, light-weighted, durable, trendy/ stylist and comes with a
premium finish all at the same time and in a single package ) of the product encourages them to make a purchase and replace it
with their existing frames/ specs.
Moreover, to attract additional consumers towards Lenskart’s Airflex frames and facial scanning software, the brand sends e-mails
in form of personalised messages, discounts and complimentary offers to their audience and this gives it a wide reach in a very
short period of time as well as extremely economically.
All these above mentioned channels ensure complete consumer engagement and interactions, as
the brand lenskart is promoting its newly launched product and service( Lenskart Airflex frames
and 3D Facial scanning software feature) from various sources that leaves a major impact on their
targeted customers which also allows them to share their views on the product or to question their
doubts for the product through Instagram DM’s on lenskart’s official account or their influencers/
celebrities official accounts, they can also send emails and comment on their YouTube videos.
Increased Returns on Investment.
Lenskart, will get high/stable amount of ROI ( Return on Investment ) by conducting digital
marketing campaigns through different channels, which are Instagram, YouTube and Emails. This
is said confidently, because lenskart has not conducted campaigns directly on these channels but
has identified why and how these channels are suitable for the product and organisation and then
chose these channels. Instagram, YouTube and E-mail Campaigns have successfully achieved
their target. As it has spread awareness of Lenskart ‘Airflex’ frames and 3D facial scanning
feature among the targeted customers. Which has resulted into product-liking and willing
purchase of the product instantly.
Whereas, traditional marketing did not quite succeed into spreading awareness of the product
among the targeted audience completely, as digital marketing did. Hence, digital marketing surely
left an effective and positive impact over targeted audience and turned them into actual
consumers by enabling them to purchase the product (Lenskart Airflex frames). However
Conducting Digital Marketing Campaigns involved high amount of investment, a total of INR 2.5
Crores. But it was a healthy investment as it resulted into increase in sales of Lenskart’s Airflex
frames, Built new consumer chain and loyalty, spread awareness about the product and service
like 3D facial scanning software feature and all this automatically improved the market position/
share of lenskart as a brand.
 Investments in different channels(Instagram, YouTube, Email and etc.)
Investment. Amount Spent. (INR)
• Paid-Up Partnership with influencers/ celebrities on 60 Lakhs.
Instagram.

• Discounts, complimentary offers, cashbacks on 1st 1.15 Crore.

purchase of the product as well as for 1st time
mobile application downloads.

• Paid-Up advertisement on YouTube and paid 75 Lakhs.

partnership with famous YouTuber’s/ influencers on
YouTube.

• Total amount of money spent in INR. 2.5 Crores.

• Returns on the investments are represented in the form of Clustered Column Diagram above.
 Increace in sale Build Consumer chain and loyalty Brand Awarness

4.5

3.5

2.5

1.5

0.5

0
Instagram Influencers sponsership Paid Advertisement on YouTube Discounts and Complimentries
Customized and personalized products online by lenskart.
Lenskart offers customized frames and specs from a wide variety of 5000+ frames offered in various styles, sizes, colors, and 30+ leading eyewear brands including
top European and American brands as well as best local local brands. Lenskart has also in invested into very hi-tech lens making machine to adjust the power of the
lens with 100% accuracy and beat any local optician’s lenses which are largely hand made and have some degree of error. Also lenskart has started to provide free
trails online and offline of the frames offered by them in ways like 3D facial scanning feature on their mobile app to instantly checkout how the selected frame by the
customer will look on their face and check out a 360% view to ensure they can make the purchase hassle free and not get unwanted surprises when the frame is
delivered to them as they checked it out from all the angles before making the purchase and were ready to buy it.
Lenskart also offers free physical trails of up to 5 frames of their choice in a single time, this is to ensure the customers who want to experience how the product
actually feels and looks in real time are completely satisfied and the opportunity to sell them is not missed just by the mere fact that they couldn’t make that purchase
as they couldn’t experience it in- hand as this no longer is a barrier to compete with the traditional brick and mortar stores as this factor was the only edge they had
over e-commerce stores but that is no longer the case and now it’s a level playing field for all the players in the market whether its online or offline. Also lenskart
offers free eye checkup as per the convenience of the customer’s time as a complimentary service to promote their products and services and their trained optometrists
visit the customer’s place of choice and time.
Lenskart has also introduced their gold membership services for INR 999/- only per annum which comes with tones of benefits like buy one get one free on 1000+
products purchased from lenskart and can be used by the family members as well and as many times as they wish to ensure customer retention and loyalty is
maintained for a long term and make repetitive sales for achieving higher market share and increase the profitability. The offer of gold membership can also be availed
from lenskart’s online as well as offline 400+ stores pan India and abroad(Limited countries). Lenskart also offers 3 sizes for their frames (Small, Medium and Large)
but 95% of their customers get a perfect fit from medium sized frames which enables lenskart to save inventory costs and stock majorly medium sizes and maintain a
small but adequate stock of other sizes like small or large.
Even if the customers don’t like the fit of the frames bought by them all the frames come with a 14 days return and replacement policy to achieve 100% customer
satisfaction and build confidence and trust in the buyers to shop hassle free. Also majority the products sold by lenskart comes with a 1 year warranty on
manufacturing defects and free adjustments for screws tightening and other slight tweaking to be made due to regular usage. Lenskart provides superior quality of
lenses and frames of international standards that comes with UV protection as well as anti glare technology at 50% lower prices(average) compared to the market
prices as lenskart successfully successfully bypassed all the intermediaries to save cost and provide direct benefits of it to their customers also unlike local opticians
lenskart does not charge extra money for different power for lenses as all the prices are standardized at a single cost even after providing better quality than the local
competitors and giving unmatched accuracy in power adjustments even in most complex power configurations and the lenses are robot fitted and made ensuring
maximum accuracy and quality levels. Lenskart also offers the lenses that are 35% thinner compared to the options available in the market and comes with the highest
quality standards in their class/ category. The high quality lenses offered by lenskart comes with a large variety of 45+ types of different models to fit as per each
customer’s requirement and choice.
Online performance metrics and measurement techniques used by lenskart.
Lenskart, uses various measurement techniques and performance metrics to measure through which campaign has sent the
maximum number of consumers on their website (https://www.lenskart.com) and their purchasing applications ( Lenskart mobile
app, Amazon and Flipkart and etc. in India).
Below mentioned are the measurement techniques and online performance metrics used by lenskart for the digital marketing
campaign conducted by them.
a) E-mail open rate: In this lenskart, has analyzed how many emails were opened and given attention to the promotion messages
as well as how many were unread and ignored by the targeted audience. Moreover, it also gave an numeric data of how many
clicks were done by the audience on their purchasing website link to make a purchase of Lenskart Airflex frames. This helped
lenskart to analyze how the email promotional messages are attracting the consumers and how many positive and negative
responses are done to ensure that the future emails become more relevant and attractive and encourage the customers to open
the emails and click on the link in the messages to visit their website and push them to make a purchase. Also this
measurement technique helps to analyze the effectiveness and success rate of using email marketing as a channel to promote
lenskart’s products and services.
b) Click-through rate: This is measurement metric was used by lenskart to measure positive and negative response of audience
on YouTube advertisement. In this lenskart, identified how many clicks were made on lenskart’s Airflex frames and 3D facial
trail software feature’s advertisement and how many skips were made. This gave an numeric data to lenskart, about what kind
of impact was YouTube advertisement giving and how many targeted audience are getting attracted towards the product/
services promoted by lenskart and how many audiences are ignoring the advertisements all together and find out the reason,
why? This approach helped lenskart to increase the quality of their ads and promotional messages to leave an impactful effect
on the viewers and give it more importance and spend time to learn about the offered products and services to increase the
sales rate.
Recommendation of actions that can be implemented to improve effectiveness of digital
marketing campaign of lenskart.
To Improve effectiveness and success rate their of digital marketing campaign, lenskart should use SEO (Search Engine Optimization) more aggressively
and make their website much more Google- friendly as it is providing them with an excellent ROI and higher web traffic on their website. Whenever a
customers types phrases or words which are consequently highly ranking on their website like, “Specs”, “Glasses”, “Frames”, “Spectacles”, “Lenses”,
“Contact Lenses”, “Ray Ban Sunglasses”, and etc. The search on the search engine like Google should display lenskart’s website links on the top and the
similar or same products offered by lenskart on the top to ensure the first preference is given to lenskart from other alternative brands and list the other
options below lenskart’s listing. This will ensure that lenskart becomes the first choice of brand if anyone online is searching for products that are sold by
lenskart it will lead to the brands website even if the customer didn’t types the brands name (Lenskart) in their search, this will create more awareness and
popularity of lenskart as it will bring more traffic on their website and increase the chances of sales significantly and crush the competition as only if they
don’t have exactly the product required by the customers then they might opt for other available options in the market and this will give an competitive
advantage to lenskart if they invest heavily in SEO and reap it’s benefits strategically.
Lenskart can use Google shopping ads to disrupt their competitors businesses even when the customer specifically searches for companies like Titan- eye+
and coolwinks, Google will results page will display directly on the top of the link of the competitors website. The products pictures, price and shopping link
to lenskart on the image’s bottom which will redirect them to lenskart’s website and will help the brand to acquire the customers of their competitors at a
very cost effective rate and have a wide reach at once. This technique also helps lenskart to show and overview of their products on the search results
without even visiting the website/ opening it which attracts more customers if they find what they are looking for or simply get interested by the products
offered by lenskart and may feel like visit the website to browse the products and might make a purchase.
All the different ads discussed above are for getting more website traffic, but Universal app ads helps lenskart to in getting more app downloads/ installs.
App installs are more important than website visits because once the users have installed the app lenskart can send them notifications directly on their mobile
phones and keep them updated about the latest events and promotions by the brand which will also be free of cost. Also it is surveyed that app users buy
more frequently than website visitors. This is why lenskart should use Universal app ads which are used for mobile searches on the browser and show install
button which redirects the user to Google Play Store/ Apple App Store/ Windows Store.
Lenskart can also optimally utilize their already existing digital marketing platforms on which they are active like Facebook and Instagram and use their
other marketing features Facebook/ Instagram Ads which are separate from their official brand’s page and the influencers/ celebrities associated with the
brand’s page. This will allow lenskart to create awareness about their brand at a mass level which is out of reach of their own page as it is limited to their
number of followers active but by directly partnering with Instagram and Facebook it will be much more easier to have a wider reach as the ads will be
displayed on their websites and app which is used by all their users unconditionally whether they follow lenskart or not the ads will be visible to them on
their accounts.
How can they implement this plan on Instagram and Facebook?
STEP 1: Selecting the models, influencers or celebrities who are suitable for the product by examining
their face cut, facial features and other aspects or eligibility criteria like personality, physique, public
image, following, age and etc. required for the advertisement.
STEP 2: Sign a contract with them as well as fulfil the other legal formalities required to be done, only if
they are capable and satisfying the requirement for the advertisement as well as agree to collaborate with
the brand with mutually accepted terms and conditions.
STEP 3: Film a video consisting of those selected and collaborated with the brand and the video should
consist of them giving a honest opinion about the product and service they are using from their sponsors
and even make them shoot commercial ad videos and pictures of them using the products and service
offered by lenskart which are to be promoted.
STEP 4: Analyse, who are the targeted audience on Instagram and Facebook by examining their feed and
know about their interests whether they will be interested in the products/ services offered by lenskart or
not.
STEP 5: Give advertisement of Lenskart Airflex frames and 3D facial software feature and an simple
overview video/ picture on their feed with a shopping button below the post or link in the comment section
below the post.
Moreover, Instagram and Facebook has a feature of posting stories(which stays active for 24 Hrs.) and live
videos. By utilizing this features, lenskart can make their models, influencers and celebrities go live and
wear the products sent by lenskart to them and tell about the benefits of it when they are using it in their
daily lives and how it enhanced their experience from the previous products they were using. Also lenskart
can ask them to film a short video in real time about how to use the 3D facial scanning feature step by step
and easily which will also make it look more intuitive and realistic experience and motivate the customers
to give it a try. This will enable the consumers to know personally about the product and services offered
by lenskart and its uses/ benefits, such as how easy it is to scan your face and register on the app which
could be used for future purchases and make their experience with lenskart even more seamless and quick
also by showing the Airflex frames durability by twisting and flexing it rigorously to make the customers
believe in the claims made by lenskart are genuine and tested which will prove its not just a marketing
gimmick but a actual thing (reality). Along with this they should drop a link in the comment section or the
description section of the video, post or a picture from where the consumers can purchase the product
instantly without searching for the website and might loose the interest during the process which could be
risky for the brand. Additionally, on official pages of lenskart’s Instagram and Facebook account, they can
offer giveaways to their consumers who are frequent buyers of lenskart’s products and follow all their
social media handles as well as are active on all their marketing channels like commenting it, liking the
posts and sharing it with their friends and family. This will help lenskart to build consumer loyalty and
retention which will encourage other spectators to buy the products. As they do it for the first time
customers who are eligible to get free eyeglasses on their first purchase made on lenskart.
Conclusion.
Omni Channel Marketing has helped lenskart, to spread awareness about their newly launched products/ services
Lenskart Airflex and 3D facial scanning feature/tool on their mobile application among the targeted audience
effectively. By adapting Omni Marketing Channels to promote their newly launched products/ services has left a
significant and effective impact over the spectators of people interested in eyewear or any kind and has also build
new consumer chain and loyalty. YouTube, Instagram and Emails has enabled the targeted audiences to recognise
Lenskart Airflex frames and its significant benefits over traditional eyewear easily and has also helped in building a
Positive Brand Image, as by receiving these promotional mails, they feel they are valued consumers of lenskart as a
brand and realize their importance for the company and support the cause the company exists for.
Omni Channel Marketing is a key tool of Marketing and Promoting New Products and Services online, as it fulfils
consumer needs and wants as per their preference without any major constrains as well as have an very effective as
well as wide reach to ensure maximum ROI on the investments made by the company into it if the brand uses it
prudently and strategically with a strong plan of action. Lenskart has become the fastest growing eyewear band
online in India with the highest growth rate in the market and dominating a leading market share of more than 50%
and is expected to grow even more in the near future and crushing the competition rapidly for sustaining the tag of
the market leader for a long-long period of time all this has been possible only through omni channel marketing and
the brands dedication and prudence in using it for reaping the maximum benefits out of this marketing strategy.
THANK YOU
~Ritik Garodia.
(H.N.D.)