Lenskart’s Digital Marketing Strategies : A Brief Study

The shift from being labeled as nerdy to embracing a cool image has been an incredible transformation, particularly in the way eyewear is now seen.

Indeed, the brand Lenskart sparked a revolution in the eyewear sector and the perception of wearing glasses. 

As Lenskart boldly asserts, “Being specs is now a fashion flex.” 

In the present age, eyeglasses have seamlessly transformed into a fashion statement, worn not solely out of necessity but to enhance one’s appearance. 

But let’s look at how this technology-powered eyewear gatherer changed things in the eyewear world. Figuring out Lenskart’s plan to get more customers can help us understand better.

People now proudly wear their eyeglasses with different outfits. They use them to show their own style.

This change from just being useful to being cool shows how Lenskart made eyewear better and free from old ideas.

Let us learn about Lenskart and its marketing strategies in detail.

In the past, people sometimes felt not so good about wearing glasses. They were worried about looking nerdy or not fashionable. But Lenskart changed that. They made glasses a trendy accessory that can match your outfits and show off your personal style.

Lenskart also does something unique. They offer a service where they come to your home to check your eyes for free. This helps make sure your eyes are healthy and you’re seeing well.

The company started small, helping a few people every day. But over time, they grew a lot. Now, they assist thousands of people daily. This shows that many people like what Lenskart offers.

Lenskart’s success isn’t just about making money. They have big plans for the future. They want to keep growing and adding more people to their team. This shows they’re dedicated to getting even better.

Lenskart takes care of lots of people in India. They have good glasses, lenses for your eyes, sunglasses, and more. They’re not too expensive, which is nice. And if you want, they can come to your home and check your eyes for free. This way, they make sure your eyes are doing well.

This all started in a small way. At first, they helped 30 people each day. But now, they help over 3000 people every day. That’s a big change! They’re also one of the top three companies for glasses in India. Back in July 2021, they were worth $2.5 billion, which is a lot of money. This shows they’re growing and trying new things.

What’s really special about Lenskart is how they changed glasses. Before Lenskart, it was kind of messy to get glasses. But Lenskart changed things. They made it easier to get glasses that look good. They also made it better to buy glasses. Because of this, they didn’t just become a store. They became a company that changes the glasses world.

From glasses that are in style to their big growth, Lenskart is more than just glasses. It’s a story of having good ideas, making changes, and helping people see well.

If we discuss Indian startups, Lenskart holds a prominent position. Mr. Peyush Bansal, co-founder of Lenskart, initiated this company in 2010, alongside two friends, operating out of a garage. 

Today, the company commands approximately 30% of the eyewear industry’s market share, offering eyewear both online and offline through 800+ retail stores across the country.

The most astonishing aspect of Lenskart is its remarkable growth trajectory from 2019 to 2020. 

While similar brands like Titan Eyewear experienced a mere 6% revenue increase, Lenskart witnessed an astounding growth rate of 98.5%. 

Within the same period, Lenskart’s revenue surged from 485 crores to 965 crores.

Now, let’s delve into the hidden recipe that led to this massive accomplishment. 

To comprehensively understand these strategies, let’s first rewind back to the early 2000s.

In 2000, people had to visit opticians for visual assessments. They had limited frame and lens options to choose from, enduring a waiting period of 1-2 weeks for their glasses.

At that time, the Indian eyewear market was saturated with unorganized sellers offering low-cost, non-warranty products. Conversely, organized retailers sold glasses at exorbitant prices, rendering them unaffordable for the average Indian consumer.

Surprisingly, no reputable eyewear products were priced below Rs. 1500. 

However, the cost breakdown from an American brand, Warby Parker, contradicts this notion. The frame and lens cost around Rs. 750, shipping was approximately Rs. 760, and advertising expenses amounted to Rs. 380, totaling Rs. 1900- Rs. 2000. 

With a selling price of Rs. 7200, the profit margin stood at 75%.

Other brands also maintained profit margins of up to 85%, capitalizing on the necessity of eyewear for individuals with poor eyesight.

Mr. Bansal and his team identified three gaps in this industry: 

• Pricing
• Experience
• Accessibility

Their solution? 

Offering superior products at lower prices. For instance, while Titan Eyewear cost around Rs. 1500, Lenskart provided a comparable product at Rs. 250. 

Lenskart’s ability to maintain low prices stemmed from dealing with substantial customer volumes and its online business model, which bypassed intermediaries and slashed product pricing by 70%.

Unlike local opticians, Lenskart ensured delivery within 72 hours. They extended more than 5000 product options for customers to choose from, along with warranties and a 14-day replacement policy. Lenskart maintained a strict “zero error tolerance” policy and matched branded products’ offerings.

To mitigate customer hesitancy, Lenskart introduced a free frame discount, a “try” feature allowing customers to gauge frame suitability, invested in lifestyle marketing to depict eyewear as a fashion accessory, and provided eye testing services to eliminate the need for optician visits.

Surprisingly, Lenskart’s return rate stands at only 4%, significantly lower than the average e-commerce return rate of 25-30%, owing to the exceptional accuracy of their products.

Not only individuals with poor vision but many more are interested in buying eyewear from Lenskart due to the numerous benefits offered by them (as discussed above)

Lenskart’s target audience encompasses a diverse range of individuals with varying needs, preferences, and lifestyles. This dynamic audience includes:

• Fashion Enthusiasts: Individuals who view eyewear as a stylish accessory, seeking frames that reflect their personal style and complement their overall appearance.
• Tech-Savvy Consumers: Those who appreciate the convenience of online shopping and digital solutions, such as virtual try-ons and personalized recommendations.
• Price-Conscious Shoppers: Consumers who prioritize affordability without compromising on quality, looking for value-driven eyewear options.
• Urban Professionals: Individuals who spend extended hours in front of screens and require eyewear that offers comfort and protection from digital eye strain.
• Contact Lens Users: Those who prefer contact lenses and are in search of a reliable source for high-quality lenses and related products.
• Families and Children: Parents seeking durable and budget-friendly eyewear options for themselves and their children.
• Senior Citizens: Older individuals who require vision correction and value comfortable and well-designed eyewear options.
• Health-Conscious Consumers: People who prioritize regular eye checkups and are attracted to Lenskart’s free at-home eye checkup service.
• Trend-Conscious Youth: Young adults looking for trendy and fashionable eyewear to express their individuality.
• Professional Workforce: Individuals who need prescription eyewear for their jobs and value products that seamlessly integrate with their professional lives.
• Individuals Seeking Convenience: Those who appreciate the ease of shopping online, receiving products at their doorstep, and availing services like free eye checkups.
• Quality-Conscious Shoppers: Consumers who prioritize high-quality products, including frames, lenses, and accessories, for enhanced durability and comfort.
• Aspiring Entrepreneurs: Individuals interested in Lenskart’s business model, including franchise opportunities and collaborations, aiming to enter the eyewear industry.

Lenskart employs effective SEO tactics, resulting in a remarkable 35.21% of its website traffic being generated organically. These strategies enhance visibility and drive valuable user engagement.

1) Mobile-Friendly and User-Focused Design

Lenskart’s website would be optimized for mobile devices, ensuring a seamless user experience. A user-friendly interface, easy navigation, and fast loading times contribute to better user engagement and higher search engine rankings.

2) Page titles & Descriptions 

 

Lenskart uses well-written descriptions and titles for its web pages. 

These help the website show up better on search engines. The descriptions and titles give a good idea about what’s on each page. 

This makes it more likely that people will click on the website when they see it in search results. 

It’s like a sneak peek that makes people curious and interested to learn more.

3) Technical SEO

Lenskart uses a special code called schema markup to help search engines understand its website better. 

This code adds extra details to the website’s information. This helps search engines show useful information about Lenskart’s products right in the search results, like prices and ratings.

The cool thing about using schema markup is that it makes Lenskart’s website look more interesting in the search results. 

People can see important stuff about the products without even clicking on the link. This might make more people want to click on Lenskart’s website because they already know some helpful things about what’s there. 

So, schema markup helps Lenskart’s website shine and gives people a better picture of what’s on the website, which is great for its SEO.

3) Lenskart’s Keyword Research

Lenskart conducts thorough keyword research to pinpoint strategic terms like eyeglasses, sunglasses, and frames. This helps optimize their online visibility and attract targeted traffic effectively.

Keyword research helps businesses know the words people use when looking online. Using these words in their content makes businesses more visible in searches, bringing in the right visitors and increasing chances of reaching potential customers.

Lenskart employs savvy social media marketing strategies, yielding substantial organic traffic. Their approach cultivates engagement and connection, channeling valuable visitors through their digital platforms.

1) Lenskart on Instagram

Lenskart has nearly 774k followers and 423 posts.

• LensKart crafts attractive posts that align with particular occasions. When a brand shares content related to the current location or festival, it achieves higher engagement, nurturing connections and amplifying visibility. 

For example, LensKart’s post about tri-color background eyewear post on India’s Independence Day gained notable traction.

• They also posted regarding their trendy new launch as per the occasion of Independence Day. Sharing new products on Instagram boosts excitement and engagement. 

It helps people see what’s special about the product and talk to you directly. This makes your brand stronger.

• Bollywood star Katrina Kaif joined hands with Lenskart as their brand ambassador. With a whopping 75.1 million Instagram followers, Katrina’s fashion sense connects well with her fans, making her an ideal fit for Lenskart. This partnership expanded Lenskart’s reach and solidified its fashion brand status.

• Lenskart partnered with actress Kiara Advani, creating an appealing Instagram reel. Reels engage viewers better than regular posts, offering creative storytelling and viral potential for brands.

 

View this post on Instagram

 

A post shared by KIARA (@kiaraaliaadvani)

• Lenskart encourages giveaway posts on Instagram. These posts boost engagement, attract new followers, generate buzz, and reward loyal customers, encouraging a vibrant community and amplifying brand presence.

2) Lenkskart on Facebook 

 

LensKart actively engages on Facebook, reaping various business benefits. Being active on Facebook builds brand recognition, connects with customers. 

Lenskart’s comprehensive Facebook About section, coupled with 15,53,709 followers, ensures seamless customer service, promotes transparency, facilitates cross-platform navigation, and creates a personal connection.

Regular posts showcase products, promotions, and company updates, keeping the audience informed. Interaction through comments and messages enhances customer support and trust. 

By leveraging Facebook, LensKart expands its online presence, drives traffic to its website, and ultimately bolsters sales and customer loyalty. Around 19.79% of Lenskart’s traffic is generated by Facebook.

• Lenskart partnered with influencer Kusha Kapila (@kushakapila). Collaborating with influencers on Facebook offers big brands a unique advantage – the ability to tap into niche audiences, gain credibility and expand reach effectively.

3) Lenkart on Youtube

As of now, Lenskart’s YouTube account boasts a substantial 1,850,000 subscribers and an impressive library of 1.4k videos.

Handle: https://www.youtube.com/@lenskart

• Most popular Lenskart post: 

The War of Fair Prices #KaranVSPeyush

Uniting efforts for the “Fair Prices War” digital campaign, Lenskart collaborated with Karan Johar and Peyush Bansal. This effort aimed to increase understanding of the significance of affordable eyewear prices and how it could change how consumers view the high expenses linked to eyeglasses.

Google ads stand out as potent tools for claiming a top position in search outcomes. Lenskart strategically targets diverse keywords—eyeglasses, sunglasses, and glasses—to attract paid search traffic via Google ads.

Furthermore, Lenskart leverages Google Shopping ads to promptly present their products to users, motivating them to engage. Beyond this, there’s a range of options, including display ads, video ads, and universal app download ads. This marks an effective approach for maximizing the potential of Google ads.

Conclusion