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👉About Lenskart:

The one-stop eyewear hub!

Whether it’s your daily prescription glasses, trendy sunglasses, or specialized lenses, Lenskart is the go-to destination that caters to all your eye care needs.THE ONE-STOP EYEWEAR HUB

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Lenskart brings this vision to life as India's leading eyewear destination, offering a revolutionary approach to how you shop for glasses, sunglasses, and contact lenses.

With Lenskart, discover the freedom to explore hundreds of styles through a virtual try-on system that lets you see how frames look on your face, just using your phone or webcam.

Want a more personalized touch? Opt for a home eye check-up service, where qualified optometrists bring the eye-testing experience to your living room.

Whether you're lounging at home, stuck at the office, or even on the move, Lenskart ensures that updating your eyewear is as easy as scrolling through your phone. From chic eyeglasses that complement your workwear to statement sunglasses that enhance your vacation look, Lenskart offers it all.

But it’s not just about style or convenience. Lenskart is committed to ensuring that every pair of eyes receives the care it deserves, with initiatives aimed at providing affordable eyewear to underserved communities. This is where technology meets compassion, vision meets innovation, and where every customer sees the world a little clearer and brighter. Lenskart is not just selling eyewear; it's enhancing the way India sees the world.

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Let's deep dive into it a bit more 👇

1.Core Value Proposition of Lenskart:

• Providing a wide range of eyewear products on offline and online stores with features like a virtual try-on to ensure the right fit and style.
• Offering competitive pricing and frequent promotions, such as discounts on first purchases, BOGO offers and seasonal sales.
• Ensuring customer satisfaction with services like free eye tests at home and physical outlets.
• A 14-day easy return policy.

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2.User Experience of Core Value Proposition:

• Users experience Lenskart’s core value proposition through regular updates in eyewear collections, ensuring the latest trends are always available.
• Consistent user experience on the app, with features like saved prescriptions, easy re-ordering, and personalized recommendations based on previous purchases and searches.
• Engagement through interactive features like the 3D Try-On which allows users to see how glasses look on their face using their device’s camera along with physical store presence to complement the digital experience.
  

3.Natural Frequency of Product Use:

• Casual Users: May engage with the app once a month or less, typically driven by specific needs such as replacing broken glasses or updating prescriptions.
• Core Users: Engage multiple times a month, exploring new arrivals, and taking advantage of promotions.
• Power Users: Frequently use the app weekly, possibly driven by fashion trends or collecting different styles.

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👉Other sub- products:

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• Lenskart Gold Membership: A subscription-based loyalty program that offers members exclusive benefits such as buy one get one free on eyewear, discounts, and offers on various products throughout the year.

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• Blu Lenses: These are special lenses designed to block blue light emitted by digital screens, aimed at reducing eye strain and improving visual comfort for users who spend a lot of time on computers or mobile devices.

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• 3D Try-On Technology: A feature in the Lenskart app that allows users to try on different eyeglasses and sunglasses virtually using their phone's camera. This helps customers see how different frames look on their face before making a purchase.

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• Home Eye Check-up: Lenskart offers a service where customers can book an eye examination at their home or office. This service is provided by certified optometrists equipped with portable optometry kits.

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• Lenskart Air: A range of eyeglasses that are extremely light, weighing about as much as a pair of lip balm. These frames are designed for comfort, especially for users who wear glasses for extended periods.

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• Reading Eyeglasses: Specifically designed for reading and close-up tasks, these eyeglasses come in various styles and prescriptions to aid those who need corrective lenses for reading.

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• Lenskart Junior: A line of eyewear specifically designed for children, featuring frames that are durable, flexible, and safe for young wearers.

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• Contact Lenses: Lenskart also sells contact lenses from various brands, offering options for daily, bi-weekly, and monthly wear.

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• Free Eye Test at Lenskart Stores

Frequency of use of sub-products:

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👉Core E&R metrics:

1. Actions Defining an Active User:
2. • Free Users: Browse products, use the virtual try-on feature, and interact with content on the app.
   • Paid Users: Purchase eyewear, subscribe to Lenskart Gold membership for exclusive offers, renew their membership.
3. Customer Segmentation:
4. • Segment by user engagement levels (Power/Core/Casual).
   • Segment by purchasing behavior (one-time buyers, repeat purchasers, subscription holders).
   • Segment by demographics and preferences to tailor marketing strategies.

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Detailed segments of active users:

1. Power/Core/Casual

• Power Users: Engage with the app or website multiple times per week, frequently purchasing or interacting with new products and services. They often use high-end products like Lenskart Gold Membership or premium eyewear and may use services like home eye check-ups.
• Core Users: Typically purchase from Lenskart several times a year. They are likely to respond to new collections and occasional promotions but do not engage as deeply as power users.
• Casual Users: Shop occasionally, possibly only when there is a specific need such as a prescription change or damaged glasses. They are less engaged and might only interact with the brand once a year or less.

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ICP - 1: Fashion Forward

ICP - 2: Practical Users

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JTBD for Fashion Forward ICP:

JTBD for Practical Users ICP:

3. Natural Frequency Based

• Weekly Users: Primarily contact lens users who visit the app or website frequently for reordering supplies.
• Monthly Users: Engage monthly, checking out new releases or promotions, possibly linked with the Lenskart Gold offers.
• Annual Users: Those who interact once a year for prescription updates or to use their Lenskart Gold renewal benefits.

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4. Revenue Generated

• High Revenue: Customers who purchase premium products, multiple items per transaction, or hold Lenskart Gold memberships.
• Moderate Revenue: Those who make occasional purchases with mid-range pricing.
• Low Revenue: Customers who only buy during major sales or use minimal cost products.

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5. Products/Feature Used

• Eyewear Enthusiasts: Frequent purchasers of the latest glasses and sunglasses.
• Contact Lens Users: Regular buyers of contact lenses, possibly subscribed to auto-refill services.
• Tech Feature Users: Active users of the 3D Try-On and other app-based features.

6. Advanced Segmentation: Loyalists/Champions/In Danger/Hibernating

• Loyalists: Long-time customers with consistent purchase history who engage positively with the brand.
• Champions: Advocates of the brand who not only purchase regularly but also promote Lenskart through word-of-mouth and social media.
• In Danger: Customers who have shown signs of reducing their interaction and purchases, possibly due to dissatisfaction or finding alternative solutions.
• Hibernating: Customers who have not made purchases or interacted with the brand for an extended period.

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👉Using the product hook of eyewear as a fashion statement and integrating outfit matching, let's define the engagement product hook for Lenskart:

Define Engagement Product Hook: "Outfit Match Recommender"

1. Goal
2. • To enhance the user experience by offering personalized eyewear recommendations that complement users' outfits, thereby positioning eyeglasses not just as functional items but as essential fashion accessories.
3. Success Metric
4. • Increase in user engagement with the outfit match feature.
   • Increase in sales from recommendations (both from existing inventory and new purchases).
   • User feedback and satisfaction rates regarding the accuracy and fashion relevance of recommendations.
5. Problem Statement
6. • Customers often find it challenging to match eyewear with their fashion choices, especially for special occasions, limiting their ability to use eyewear as a fashion statement.
7. Current Alternative
8. • Generic eyewear recommendations that do not consider the user's personal style or the specific context of their outfit.
9. Solution - Summary and Detailed Version with a User Flow
10. • Summary: An integrated feature within the Lenskart app that allows users to upload a photo in their outfit, after which the app recommends the best-matching frames from their existing collection or new ones to purchase.
    • Detailed Version with User Flow:
    • • User selects the 'Outfit Match' feature within the app.
      • Uploads an outfit photo: User takes or uploads a photo wearing their outfit.
      • System analyzes the outfit: Using AI, the app assesses colors, style, and occasion.
      • Recommendations are displayed: The app suggests frames the user owns and new frames that would complement the outfit.
      • User interaction: Users can virtually try on recommended frames with their uploaded outfit picture.
      • Purchase or save option: Direct options to purchase recommended new frames or save the look for later.
      • Untitled 3.pdf
11. Metrics to Track
12. • Number of uses of the 'Outfit Match' feature per user.
    • Conversion rate from recommendations to purchases.
    • Engagement metrics such as time spent on the feature and interaction rates.
    • Customer feedback on satisfaction with recommended pairings.
13. Ramp Up Milestones
14. • Development and Beta Testing: Develop the initial feature and conduct beta testing over 3 months to refine AI accuracy and user interface.
    • Launch Phase: Officially launch the feature with promotional campaigns targeting fashion-conscious demographics.
    • Partnership Integration: Within 6 months post-launch, initiate integration with fashion retailers like Myntra for cross-promotional recommendations.
    • Continuous Improvement: Use feedback for ongoing improvements and additional feature enhancements, such as integrating occasion-based recommendations and expanding brand partnerships.

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👉Design engagement campaign:

Based on the "Outfit Match Recommender" product hook for Lenskart, here are five engagement campaigns designed to promote this feature and drive user interaction:

1. Launch Campaign: "Dress to Impress with Lens"

• Segmentation: New and existing app users
• Goal of the Campaign: Introduce the new "Outfit Match Recommender" feature and encourage first-time use.
• Pitch/Content: "Your outfit deserves the perfect specs! Try our new Outfit Match Recommender and see how you can elevate your style."
• Offer: 20% off on the first purchase using the feature.
• Frequency and Timing: Launch week, multiple reminders over the first month.
• Success Metrics: Number of users trying the feature, conversion rate of the offer.

2. Social Media Challenge: "#LenskartStyleMatch"

• Segmentation: Social media followers, fashion enthusiasts
• Goal of the Campaign: Increase social media engagement and user-generated content.
• Pitch/Content: "Join our #LenskartStyleMatch challenge! Upload your style and the recommended specs, tag us, and win exclusive lenskart accessories!"
• Offer: Weekly winners get their next pair free; special discounts for participants.
• Frequency and Timing: Weekly for 2 months.
• Success Metrics: Number of posts with the hashtag, increase in followers, user engagement rates.

3. Partnership Promotion: "Lenskart x Myntra Fashion Faves"

• Segmentation: Shoppers on Myntra who have recently purchased fashion items
• Goal of the Campaign: Cross-promotion with Myntra to drive traffic and usage.
• Pitch/Content: "Just bought a fabulous outfit on Myntra? Get 15% off on the perfect Lenskart frames to match!"
• Offer: 15% off on Lenskart if navigated from Myntra app.
• Frequency and Timing: At the point of purchase on Myntra, and follow-up email.
• Success Metrics: Conversion rates from Myntra, number of redemptions.

4. Email Campaign: "Complete Your Look"

• Segmentation: Users who have used the feature but not made a purchase
• Goal of the Campaign: Convert users from try to buy.
• Pitch/Content: "Loved how those frames looked with your outfit? Here’s a little nudge to make them yours with a special offer just for you!"
• Offer: Exclusive 20% discount on frames they tried on.
• Frequency and Timing: One-time send after 48 hours of feature usage.
• Success Metrics: Email open rates, conversion rates, revenue generated.

5. Seasonal Campaigns: "Seasonal Styles with Lenskart"

• Segmentation: All app users
• Goal of the Campaign: Leverage seasonal changes to promote eyewear styles.
• Pitch/Content: "Upgrade your summer/winter look with eyewear that matches your seasonal outfits! Discover our top picks for the season."
• Offer: Seasonal discounts, e.g., 15% off summer styles.
• Frequency and Timing: Start of each season.
• Success Metrics: Sales during the campaign period, seasonal feature usage rate.

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👉Retention Design (User Research):

​Current Retention Analysis

Retention Rates:

• Day 0: 100%
• Day 7: 80% (Fashion Forward Users: 85%, Practical Users: 80%)
• Day 30: 65% (Fashion Forward Users: 70%, Practical Users: 65%)
• Day 90: 55% (Fashion Forward Users: 60%, Practical Users: 55%)
• Month 6: 50% (Fashion Forward Users: 55%, Practical Users: 50%)
• Month 12: 45% (Fashion Forward Users: 50%, Practical Users: 45%)

Flattening Point: The retention curve starts to flatten around Day 180 (Month 6), indicating that users who remain engaged up to this point are likely to continue using the app.

Retention Curve

Retention curve chart shown previously.

In-Depth Retention Analysis

Best-Retained ICPs:

1. ICP1 I Fashion Forward Users I Frequently engage with new collections and trend-based marketing campaigns I Showing higher retention due to continuous interest in fashion updates.

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Effective Acquisition Channels:

1. Social Media Marketing: Highly effective for Fashion Forward Users who are influenced by trends and social proof.
2. Email Marketing: Effective for Practical Users through regular updates about discounts and new functional features.
3. Referral Programs: Both ICPs show high retention from this channel, given the mutual incentives for both the referrer and the referee to engage with the platform.

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Sub-Features and Sub-Products Driving Retention:​

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👉Reasons of churn:

1. Top Reasons for Lenskart Customer Churn:

1. Product Dissatisfaction: Issues with the fit, style, or comfort of the eyewear.
2. Pricing: Finding similar products at lower prices elsewhere.
3. Customer Service: Slow response times related to product or delivery
4. Delivery Issues: Delays in delivery or problems with order accuracy.
5. Product Quality Concerns: Breakages or wear and tear not meeting expectations.
6. Better Alternatives: Customers finding more attractive offers or styles from competitors.
7. Accessibility: Difficulties in navigating the online store or using features like the virtual try-on.
8. Marketing Communication: Overwhelming or too frequent communications that lead to subscription fatigue.
9. Limited Selection: Not updating inventory with new styles or options frequently enough to keep fashion-forward customers engaged.
10. Technical Issues: Problems with the website or app functionality, such as checkout glitches or crashes during browsing.

2.Voluntary Churn:

• Product Dissatisfaction
• Pricing
• Customer Service
• Product Quality
• Better Alternatives
• Marketing Communication
• Limited Selection

3.Involuntary Churn:

• Delivery Issues
• Accessibility - Complex website/ app navigation
• Technical Issues

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4.Negative Actions:

• NPS - Score below 75 is a concern
• CSAT - Increase in negative reviews or experiences which are reflected across play/app store & other social media platforms
• Cart Abandon - Adds items to cart but later abandons the cart with no orders
• Frequency Drop - Decrease in natural frequency of the user
• High volume of customer support tickets

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👉Resurrection Campaigns for Lenskart:​

1. Campaign: "We Miss You!"

• Segmentation of User Type: Users who haven't made a purchase in the last 6 months.
• Pitch/Content: "We’ve noticed you haven’t shopped with us in a while. Come back and see what’s new!"
• Offer: 20% off on your next purchase.
• Frequency and Timing: Initial email, followed by a reminder email after one week.
• Success Metrics: Re-engagement rate, conversion rate, number of redeemed offers.
• Churn Issues Addressed:
• • Product Dissatisfaction: Encourage customers to give the brand another chance with a discount.
  • Limited Selection: Highlight new arrivals and styles to attract fashion-forward customers.

2. Campaign: "Exclusive Styles for Our Loyal Customers"

• Segmentation of User Type: Long-term customers who have reduced their purchase frequency.
• Pitch/Content: "As one of our valued customers, you get early access to our latest collection!"
• Offer: Exclusive access to new arrivals and a 15% discount.
• Frequency and Timing: Monthly, timed with new arrivals.
• Success Metrics: Increase in purchase frequency, sales from exclusive offers.
• Churn Issues Addressed:
• • Limited Selection: Ensure loyal customers have first access to new and trendy styles.
  • Better Alternatives: Strengthen the value proposition by making loyal customers feel special with exclusive access.

3. Campaign: "Upgrade Your Look"

• Segmentation of User Type: Users who have made a single purchase.
• Pitch/Content: "Loved your first purchase? Here’s something to elevate your style even further!"
• Offer: Buy one, get one 50% off on selected items.
• Frequency and Timing: Email campaign with an initial offer and a follow-up reminder two weeks later.
• Success Metrics: Conversion rate, average order value increase.
• Churn Issues Addressed:
• • Product Quality Concerns: Encourage further purchases with a focus on quality and style.
  • Customer Service: Highlight the ease of purchasing and the value of upgrading their look.

4. Campaign: "Trouble-Free Returns"

• Segmentation of User Type: Users who returned products and haven't made a subsequent purchase.
• Pitch/Content: "We’ve made our return process even easier! Give us another try."
• Offer: Free return shipping on your next order.
• Frequency and Timing: Immediate follow-up after a return, with reminders one month and three months later.
• Success Metrics: Return to purchase rate, customer satisfaction score.
• Churn Issues Addressed:
• • Delivery Issues: Alleviate concerns about order accuracy and returns.
  • Product Dissatisfaction: Provide an opportunity for customers to retry with improved return processes.

Campaign: "Outfit Match Recommender" Lenskart*Myntra collaboration 

• Segmentation of User Type: Fashion Forward Users on both Lenskart and Myntra platforms.
• Pitch/Content: "Discover the latest eyewear trends that match your outfits! Use our new Outfit Match Recommender feature."
• Offer: 15% off on the first purchase using the Outfit Match Recommender.
• Frequency and Timing: Monthly promotional campaigns aligned with Myntra's major sales events (e.g., End of Season Sale, Big Fashion Days).
• Success Metrics: Increase in user engagement with the outfit match feature, increase in sales from recommendations, user feedback and satisfaction rates regarding the accuracy and fashion relevance of recommendations.
• Churn Issues Addressed:
• • Product Dissatisfaction: Help customers find eyewear that perfectly matches their style.
  • Limited Selection: Highlight personalized and trendy recommendations to keep fashion-forward users engaged.

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THANK YOU

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