CHAPTER – 1

DIGITAL MARKETING/INTERNET MARKETIING

What is Digital Marketing?

Digital marketing is the use of digital channels to market products. Also known as online
marketing, digital marketing promotes brands and connects them to potential customers
via the internet. It takes many forms, including:

 Search engines
 Websites
 Social media
 Email
 Mobile apps
 Text messaging
 Web-based advertising

Digital marketing uses the same principles as traditional offline marketing but in a
digital space. It relies on consumer data to find a business’s target audience and deliver
the most relevant messaging possible. This is effective, but digital marketing is so
popular that the biggest challenge today is learning how to stand out from the crowd.

Your company’s use of digital marketing depends on its model. Business-to-business

(B2B) companies sell to other businesses, which require a longer, more strategic
approach. Business-to-consumer (B2C) companies sell directly to everyday customers,
which requires shorter sales cycles and a larger audience. The main differences between
B2B and B2C include:

 B2B decisions involve multiple people, while B2C typically only involves a
single person.

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  B2B clients tend to have a longer decision-making process, so digital marketing
should focus on building relationships.
 The B2C buying process is generally shorter, so this requires short-term, urgent
messaging.
 B2B transactions are more driven by logic, while B2C is driven more by emotion.

Fortunately, digital marketing works for both approaches. Whether you’re targeting
businesses or consumers, digital marketing will help you streamline the marketing
process for results.

In easy words Digital marketing, also called online marketing, is the promotion of brands
to connect with potential customers using the internet and other forms of digital
communication. This includes not only email, social media, and web-based advertising,
but also text and multimedia messages as a marketing channel.

Essentially, if a marketing campaign involves digital communication, it's digital

marketing.

Benefits of Digital Marketing

1. Easy Reach For A Large Demographic Area

2. Cost Efficiency
3. Results Can be monitored easily
4. Easy Segmentation

Types of Digital Marketing

Digital marketing is so beneficial because of its flexibility. It comes in various forms,

which gives businesses more opportunities than ever before to connect with their target
audiences. Let’s look at the 12 key types of digital marketing.

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Content marketing

Content marketing is a type of digital marketing that aims to educate and share value to
readers instead of promoting a product or service. It isn’t outwardly promotional in
nature, but establishes your business as a thought leader and a trustworthy source of
information.

Businesses use content marketing to attract leads and convert them into loyal customers.
It’s also an effective strategy because it offers potential customers something for free,
which entices them into (hopefully) making a purchase at some point.

Like digital marketing, content marketing also comes in many forms, including:

 Blog posts
 Ebooks
 Newsletters
 Guides
 Infographics
 Audio content, like podcasts
 Video content, like YouTube Shorts

Content marketing is not only affordable, but it’s also effective. In 2022, 80% of
marketers thought their content marketing strategy was very successful. It’s no wonder
why the content marketing industry is projected to be worth $107 billion by 2026.

Search engine optimization (SEO)

SEO is the process of optimizing the content, technical setup, and reach of your website
so your pages appear at the top of a search engine result page for a specific set of
keyword terms. With SEO, businesses analyze their website’s performance, score it
against competitors, and create a data-backed strategy to improve their rankings over
time.

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In digital marketing, the goal is to get your content to the top of the search engine results
page (SERP). This is important because 67.6% of organic traffic clicks come from the
first five results on the SERP. Most businesses boost their rankings on the SERPs by:

 Creating quality content

 Fostering user engagement
 Ensuring marketing material is mobile-friendly

Businesses also have to consider on-page and off-page SEO, as well as technical SEO.
On-page SEO focuses on optimizing aspects of your website that users engage with. This
facet of SEO leans heavily into keyword research. With the right list of target keywords,
you can optimize your web copy to answer your audience’s most important questions.

Off-page SEO, on the other hand, is the practice of optimizing activity outside of your
website that could affect your rankings. With off-page SEO, you look at all the ways you
can garner external attention to your website. This generally focuses on gathering quality
backlinks to your site, which can affect your rankings in the long term.

Finally, technical SEO looks at the back end of your website and the coding of each page.
Search engines crawl the back end of your site code to determine SERP rankings, so
you’ll need programming knowledge to optimize this. With technical SEO, you’ll look at
page speed, image compression, and metadata to ensure you’re set up for SERP success.

Search engine marketing (SEM)

Not to be confused with SEO, SEM revolves around paid ads that display in the SERPs.
Paid search typically refers to the sponsored result on the top or side of a SERP. These
ads appear when users enter a certain search term. As the advertiser, you pay every time
someone clicks on your ad. The two most popular SEM platforms are Google Ads and
Bing Ads.

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SEM works because 68% of online experiences start with organic and paid searches. By
promoting your brand at the source of most online experiences, you can attract more
interested leads to your site.

Social media marketing

Social media marketing involves promoting your business organically through various
social networks. But this isn’t just a promotional channel — social media is effective for
digital marketing because it gives businesses the power to chat with their most engaged
followers one-on-one.

Social media is everywhere, so your business must be active on different platforms.

Facebook, Twitter, Instagram, YouTube, and TikTok are the most popular social
platforms right now. But depending on your industry and target audience, LinkedIn can
also be a lucrative platform. However, the key to effective social media marketing goes
far beyond simply having a few social media accounts.

Many social networks, like Instagram, allow your followers to make direct purchases
within the app, although sales alone might not be your goal. Companies often use social
media marketing to start conversations with their audience. It’s also a fantastic tool for
promoting your content marketing pieces to a wider audience.

Follow these best practices to increase your reach on social media:

 Know your audience, including their favorite social media platforms.

 Produce engaging, high-quality content.
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  Respond to comments and questions within 24 hours, if possible.
 Stick to a consistent posting schedule.
 Post at optimal times for your target audience.
 Hire a social media manager to facilitate campaigns.

The goal of social media marketing is to engage with your followers. The more your
audience is inspired to engage with your content, the more likely they are to share it,
potentially inspiring their peers to become customers as well.

Pay per click (PPC)

Pay-per-click advertising is a type of digital marketing where you pay every time
someone clicks on your ad. With PPC, you only pay when someone interacts with your
ads. PPC is similar to search engine marketing, but businesses can do PPC on both search
engines and social media platforms.

Google Ads is the most popular PPC platform for search engines, but Bing Ads is the
second most popular. Facebook Ads, YouTube Ads, and even Amazon Ads are also
valuable platforms for PPC.

PPC is a paid digital marketing strategy, so it’s critical to make every cent count by
optimizing your campaigns. Follow these quick best practices to get more out of your
paid ads:

 Improve ad quality by optimizing your Quality Score in Google Ads.

 Create ads that are relevant to your target audience’s pain points.
 Optimize the quality of your landing pages.
 Use smart bidding strategies to bid an appropriate amount — not too much, and
not too little.

PPC can generate results almost instantly, but it isn’t without its risks. Ad prices vary a
lot, and without a solid plan and experience, PPC can become very expensive. Make sure

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you understand the nuances of bidding on your PPC platform of choice, and that you’re
tracking the right metrics along the way to ensure return on investment (ROI).

Digital marketing can help you get to know your audience, understand their pain
points, and provide metrics that will give your marketing team credibility.

Affiliate marketing

Affiliate marketing is a strategy that recruits affiliates to promote a business’s product or

service to their followers. When a customer makes a purchase through that affiliate, the
affiliate earns either a percentage commission or a flat-rate finder’s fee. Affiliate
marketing overlaps with influencer marketing, but the main difference is that you only
pay affiliates an agreed-upon amount if someone makes a purchase based on their
referral.

With affiliate marketing, you’re promoting your business through someone with an
established platform and connections to your target audience. The affiliate’s audience
already trusts them, and if the affiliate recommends your brand, their audience is more
likely to trust your business by association.

Affiliate marketing comes in different forms. For example, some affiliates will do
reviews or un boxing videos for products. Other affiliates might use your products and
will link to your company in their content.

Affiliates often insert promotions within helpful content, which increases the odds that
your target audience will pay attention to the messaging. That might look like a
mixologist on YouTube promoting a barware company’s goods, or a makeup content
creator on TikTok reviewing the durability of different eyeliners. More often than not,
these affiliates will share a unique code or URL provided by you to track their sales.

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Native advertising

Native advertising is a type of paid advertising that creates ads that mimic the look and
feel of a platform. The goal is to make the ads not seem like advertising, but as just
another piece of content. Native ads blend in with their surrounding environment, so it’s
not immediately obvious that you’re advertising something.

More businesses embraced native ads because users are so skeptical of mainstream paid
ads. Shoppers assume paid ads are biased and ignore them, so native ads are advertisers’
answer to declining conversion rates.

Native ads attempt to circumvent consumer cynicism with entertaining and informative
content, or by downplaying the promotional nature of the content. For example, a
business with a native ad might design it to look like a typical Facebook post, or a
business might write a sponsored article on a news site.

Native ads are tricky because they mimic the look and feel of organic content, but
advertisers still need to be transparent about the fact that these are ads. Native ads usually
include qualifiers like “sponsored” or “promoted” so it’s clear that it’s paid content. Even
though they’re ads, users tend to react better to native ads because they appear to be less
intrusive than traditional paid ads.

Marketing automation

Marketing automation is a digital marketing strategy that streamlines marketing tasks by

automating them. This type of digital marketing uses artificial intelligence (AI) and
machine learning (ML) software to power digital marketing campaigns. While it isn’t a
replacement for human labor, marketing automation handles mundane and repetitive
tasks so marketers can focus on high-level strategy and creativity instead.

Marketing automation tools can handle a lot of work for small or overwhelmed marketing
teams, including:

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  Streamlining marketing tasks and workflows.
 Measuring results.
 Calculating campaign ROI.
 Determining which marketing efforts are working, and which aren’t.

With automation, you can analyze larger amounts of customer data in no time at all. Use
these insights to create better, more personalized campaigns that increase the odds of
conversions and sales.

Email marketing

Email marketing is a form of direct marketing where you reach out to your customers
through strategic email messages. After more than two decades, email is still the quickest
and most direct way to reach customers. However, to avoid getting buried by competing
content in your subscribers’ inboxes, your content needs to be incredibly engaging,
relevant, informative, and entertaining.

Email marketing can take many forms, but these are the more common types of emails
businesses send:

 Blog subscription newsletter

 Welcome emails to new customers
 Holiday or special event promotions
 Post-purchase follow-ups that include tips, tricks, and best practices

Email might be the oldest form of digital marketing, but it’s kept up with the times.
Follow these best practices to get even more out of your email marketing campaigns:

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  Your audience expects personalized emails, so include their name in the email
body and subject line, at a minimum.
 Always make the intention of the email clear with a single call to action.
 Include an unsubscribe link in all of your email signatures.
 Timing and scheduling are important. Don’t bombard customers’ inboxes with
repetitive or irrelevant messaging, or they could hit the unsubscribe button.
 Integrate transaction and promotion emails.

Mobile marketing

Mobile marketing, which is also called SMS marketing, is a type of digital marketing
tailored to mobile devices and mobile users. It engages your target audience on mobile
devices, like smartphones and tablets, as well as wearables like smartwatches.

With mobile marketing, businesses reach out to subscribers via SMS messaging. Since
most of us have our phones on us 24/7 no matter where we are, mobile marketing makes
it possible for businesses to send timely messages. Like email marketing, mobile
marketing gives you a one-on-one connection with your customers. It’s no wonder why
companies report a 102% ROI on SMS marketing.

Video marketing

Video marketing is a type of digital marketing where you promote your business through
either long-form or short-form video. Video content allows you to communicate more
information in less time, so it’s no surprise that many platforms allow — and even
encourage — video marketing.

YouTube is the most obvious place to do video marketing, but social media platforms
like TikTok and Instagram are also great for promoting your brand with videos.

If you want to go all-in on YouTube, remember that this isn’t primarily a social network
— it’s

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Actually a search engine. In fact, 70% of shoppers have made a purchase after seeing a
brand on YouTube. While the majority of people stream TV shows and movies
online, 46% also watch videos on YouTube or Facebook for entertainment.

Video content is valuable to so many users, so tap into this growing area of digital
marketing. If you have a smartphone, you have the capability to make quality videos for
your company’s website, social media, email campaigns, and paid ads.

Influencer marketing

Influencer marketing is a digital marketing strategy that brands use to promote their
products or services through popular content creators. Influencer marketing is similar to
affiliate marketing in that you `can capitalize on an established, captive audience that
inherently trusts the influencer.

While many of us think of influencer marketing as a B2C tactic for selling consumer
goods, it can also work for B2B companies selling office supplies, SaaS subscriptions,
and nearly anything else. It just comes down to partnering with the right influencer for
your audience.

Influencer marketing is different from affiliate marketing because it doesn’t involve

profit sharing. Instead, you typically pay the influencer a flat fee in exchange for
promoting your product. With this digital marketing strategy, the influencer is paid
regardless of sales related to their promotion. You can certainly add an affiliate spin to
the arrangement to incentivize sales, but it isn’t necessary.

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With an average engagement rate of nearly 16% on platforms like TikTok, it’s no wonder
why more brands are embracing influencer marketing. However, you need the right
strategy to glean value from these partnerships. Follow these tips to make the most of
influencer marketing:

 Partner with influencers who are familiar with your industry and who have a good
reputation — they’re representing your brand, after all.
 Establish a clear and precise written agreement for compensation.
 Provide the influencer with clear guidelines on language, tone, and logistics.

How to Do Digital Marketing?

Digital marketing can take so many form that it can feel overwhelming to choose from all
the options. That’s why it’s so important to understand how to pair digital marketing with
your overall business strategy.

Regardless of your industry or business model, you can follow this six-step process to
strategically embrace digital marketing.

Define your goals

Goals are a necessary part of any marketing strategy, and digital marketing is no
exception. The first step is to define measurable, achievable, and relevant goals for your
digital marketing campaigns that align with your company’s objectives.

Think of your goals as the guiding principles that shape your approach to digital
marketing. For example, if your goal is to increase brand awareness, maybe you invest in
social media marketing to get the word out.

You should back up every goal with metrics, too. This makes it easier to determine
whether your campaigns are on track or if you need to course-correct. Important metrics
include:

 Impressions

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  Reach
 Clicks
 Click-through rate (CTR)
 Engagement rate
 Conversions
 Cost per lead (CPL)
 Effective cost per thousand impressions (eCPM)

There are also the back-end metrics like return on investment (ROI), return on ad spend
(ROAS), first-touch and multitouch attribution, and customer lifetime value (CLV).

Regardless of the goals you set, it’s easier to develop effective digital marketing
strategies when you have realistic goals first. This ensures your marketing activities will
actually make a difference for your business.

Identify your target audience

Now that you know your goals, you need to define your target audience. These are the
people your campaign will reach. Every audience is different, so it’s critical to
understand the people consuming your messaging. Plus, the target audience varies from
channel to channel, so put in the effort to understand your followers on every platform.

Digital marketing helps you reach more people, minimize costs, and better engage
with your target audience.

 Set a budget for each digital channel

Setting a budget helps you allocate resources appropriately. This is especially important
if you’re using a mix of organic and paid advertising — you don’t want your paid
channels using too much of your budget.

Generally speaking, B2B companies have a longer buying cycle, so they might need a
bigger marketing budget. Your goals, target metrics, and existing costs will also have a
big impact on your budget.
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If you have a variable budget, assign a percentage of your budget — instead of a flat
dollar amount — to each digital marketing strategy. This way, you can invest in the
digital strategies that are important to you without breaking the bank.

 Select your digital marketing channels

With a budget in place, it’s time to decide which channels you’ll focus your digital
marketing efforts on. The goal is to strike a balance between paid and organic channels.
While paid strategies like PPC can garner immediate results, organic strategies like SEO
come with long-term gains. Pursuing both types of strategies will set you up for digital
marketing success.

Since you know your target audience at this stage, opt for the channels they use the most.
For example, if you’re targeting Gen Z college students, you would go for platforms like
TikTok instead of Facebook. By going where your audience already is, you’ll increase
your odds of connecting with the right people.

 Optimize your digital assets for mobile

In Q1 of 2023, mobile traffic accounted for 45.49% of all internet traffic in the United
States. Mobile traffic is on track to outpace desktop traffic in the coming years, so make
sure all of your marketing content performs well on mobile devices, too — even if it was
designed for a traditional browser. It’s also important to design a seamless experience
between mobile and desktop so you don’t lose users moving between the two.

 Refine your marketing efforts

Digital marketing is never truly done. It evolves over time, which is why it’s so important
to monitor and analyze your performance. Consumers and trends are never static, so
you’ll need to use data to constantly refine your strategy and remain current. Review your
social media metrics, email marketing data, and site analytics to become a leader in this
high-impact, high-demand space.

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  Rely on a powerful platform for your digital marketing efforts

Since digital marketing channels are so accessible and affordable, marketing your
business on these platforms will give you a wider reach. Digital marketing helps you
reach more people, minimize costs, and better engage with your target audience. While
there are many forms of digital marketing available to businesses today, this variety
makes it easier than ever to see results from your marketing efforts.

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 Chapter – 2
Profile of the Company – Lenskart
Lenskart is an Indian multinational optical prescription eyewear retail chain, based
in Gurugram. As of March 2023, Lenskart has more than 2,000 retail stores, three-fourths
of which are in India. Its manufacturing facility in New Delhi manufactures 3 lakh
glasses a month. Lenskart is building an automated factory in Bhiwadi, Rajasthan, with
an annual production capacity of 5 crore glasses.

Peyush Bansal, a former Microsoft employee, founded Lenskart.com in 2010 along with
Amit Chaudhary and Sumeet Kapahi. In 2011, IDG Ventures India directed the company
to also sell wristwatches, bags and jewellery online to replicate Titan Company's
business. In 2011, the company launched Watchkart.com and Bagskart.com, and the
following year, it started Jewelskart.com. By the end of 2014, only Lenskart.com
remained operative as the company shut down its other three websites to focus on the
eyewear segment.

Co-founder and CEO of Lenskart, Peyush Bansal

Lenskart launched the eyewear brand John Jacobs in 2017 In October 2017, Lenskart
signed up its first brand ambassador Katrina Kaif. In 2018, the company became
profitable, EBITDA positive. In March 2019, the company hired Bhuvan Bam as its first
male brand ambassador.
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  Celebrity endorsements- The products of Lenskart are not an eyesight cure. But
also create a style statement for the user. Thus the brand endorses popular
personalities to attract the young mass. The first brand ambassador of Lenskart
was Katrina Kaif followed by Bhuvan Bam. The brand is associated with popular
premium brands, like Ray-Ban, Vogue, John Jacobs, and others. This facilitates
the customers to get access to a wide range of premium products under one roof.

Lenskart case study

 Franchising for offline stores- In 2014, Lenskart ventured into offline stores to
promote its products. It adopted the franchise model to serve people all over
India. It now has 720+ stores across India and has plans to expand further. The
franchise business model enhanced the online presence of Lenskart with minimal
investment. During the covid-19 pandemic, most businesses had to shut down
their stores. And turn into online mode. But Lenskart took a brave step by opening
up 300+ stores making a total of 1000 stores. Lenskart focuses on reaching out to
more customers through its offline stores.

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Lenskart case study

 Virtual reality technique- Lenskart offers a real-time experience to its customers

through its app. The brand launched for the first time a 3-D try-on feature by
collaborating with a start-up in California named Ditto. The feature offered the
customer to try any frame in virtual reality. Peyush Bansal found this feature to be
a very effective marketing strategy. As it brought around 15,000 customers every
day to the Lenskart platform.

Lenskart case study

 B2C model- B2C refers to Business-to-Customer. It is an e-commerce strategy

that eliminates the middlemen to sell the products. Lenskart uses this technique to

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 sell its products through its websites and its mobile app. The B2C model has
helped the brand make its products affordable for all. It collects customer
feedback to understand their marketing behavior. Lenskart has collaborated with
many logistics companies, like BlueDart, Delhivery, etc. for quick delivery
services. It ensures timely and safe delivery of its products to the customers.

Lenskart case study

 Modern eye-testing- Lenskart offers advanced technology eye testing to its

customers in stores as well as at their homes. The equipment used for eye testing
gets imported from the USA, which is more efficient than the conventional tools
and equipment used in India. The customer has to book an appointment for eye
testing and an apt optometrist will visit their house to carry out the testing
process.

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Lenskart case study

 Attractive discounts- Lenskart has studied the Indian mindsets and has
understood that our local customers get fascinated with discount offers. The brand
thus offers exciting discount offers and schemes. They offer discounts like free
eye check-ups, offering the first frame free of cost to the new customer, and
others. The home testing facility is an exciting offer in itself. The eyewear
specialist carries with him the 100 most popular frames for the customers to try on
at their homes. These offers and discounts have proved to be one of the
best marketing strategies and have gained a lot of customers to the platform.

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Lenskart marketing strategy

Brand Ambassadors:

Katrina Kaif- Lenskart appointed the famous Bollywood star Katrina Kaif in October
2017 as its first brand ambassador. Peyush Bansal said that the reason behind choosing
Katrina Kaif as the brand ambassador was her playful attitude. As the brand is all about
fun, fashion, and playfulness.

Lenskart case study

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Bhuvan Bam- Lenskart appointed Youtube sensation Bhuvan Bam as its next brand
ambassador in March 2019. Founders explained that the digital content of Bhuvan Bam is
appealing to the youth and so he can help the brand gather more audiences.

In short Lenskart is an Indian startup that sells eyewear online and via retail outlets.
Founded in 2010, by an ex-Microsoft ‘techie’ with no money but truckloads of relentless
passion to make a difference in this world.

It is India’s fastest-growing eyewear business today. With a rapidly growing business

reaching out to over 1,00,000 customers a month via a unique combination of a strong
online business as www.lenskart.com, uniquely designed physical stores, as well as a first
of its kind ‘home eye check-up’ service, Lenskart is revolutionizing the eyewear industry
in India.

Establishment

The company has its headquarters in Faridabad, Haryana. As of September 2020,

Lenskart had 500+ stores in over 40 cities in India. Its manufacturing facility in New
Delhi manufactures 3 lakh glasses a month. Lenskart’s mission is to give India a vision.
Lenskart.com assures you the best sunglasses online shopping experience. Choose from a
wide range of over 1500 sunglasses. Available in different shapes, sizes, colors, and
frames. Under the ‘first frame free category’ of Lenskart, you can explore and buy full-
rimmed frames in different styles and materials. Moreover, the first frame is free.

Products

 Eyeglasses
 Computer glasses
 Kids glasses
 Contact lenses
 Sunglasses
 Home eye test and trial
 Store locator
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Features

14-day Refund:

All their products, including prescription lenses, come with a ‘no question ask’ 14 days
return policy.

1-year Warranty:

All Lenskart products come with a 1-year warranty.

Authenticity Card:

With every frame or contact lens, they provide an authenticity card as proof of quality
and authenticity.

Buying eyeglasses can be a daunting task especially when you have a wide variety of
shapes, designs and discounts available around you to lure the eyes. Whereas a wrong
size, wrong fit or wrong frame can leave you with a sour experience. But the
comprehensive guide will ensure you end up with nothing but the perfect pair for your
eyes. Frame components, frame sizes, frame and face shapes, frame material, lens
coating, lens type, prescription type, eye and eyewear care and popular collections.

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 Company Logo

If you want to know anything else about Lenskart, please comment below we will try to
provide information.

GROWTH
Lenskart becomes the last unicorn company in the year 2019. Lenskart is a New Delhi
based startup founded in 2010. Lenskart app is with the widest collection of Specs,
Sunglasses, Goggles, Frames, Anti Glare, Contact Lens, etc. Lenskart is India’s No.1
Online Shopping app for Specs, Sunglasses, Goggles, Frames, Anti Glare, Contact Lens,
Reading Glasses, Computer Glasses, Try Glasses at Home, and Prescription Sunglasses
& Eye Accessories. Lenskart adopted an innovative approach to take customers in
conversation with Lenskart via emails throughout the buying cycle. 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

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contact lenses, Lenskart makes everything in eyewear categories. Now with a chain of
offline stores, Lenskart has acquired both online and offline markets of eye wears.

INTERNATIONAL OPERATIONS

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 the Japanese group SoftBank as well as the private equity
firm Kedaara Capital for investment. These investments will make Lenskart next unicorn.

In October 2017, Lenskart’s first brand ambassador was Katrina Kaif. In March 2019 the
company roped in Bhuvan Bam as their first male brand ambassador.

Strategies Implemented By Big Eyewear Giant

Lenskart has an engaging and highly interactive content marketing strategy and social
media strategy which promotes its brand and hence makes it memorable.

Overall, they have optimized their presence to help with better lead generation and
conversions but there is an area for improvement in their bounce rate and retargeting
tactics.

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 Paid Ads Strategies

Paid ads refer to the concept of generating ad campaigns through a service provider and
paying them an agreed-upon amount when their ads generate leads. It works on a
commission basis.

Almost 40% of Lenskart’s traffic is generated by paid ads. 5 important paid ad strategies
have been optimized to improve its reach and sales. They are PPC, social media ads,
influencer marketing, banner ads, and Ad retargeting.

Pay-per-click ads are placed at high-engagement areas online and on partner sites to
generate high-quality leads that end in conversions. They have placed social media ads on
their official account and in high-traffic areas to attract the right audience. Most of
Lenskart’s ad campaigns are promoted on social media and through direct marketing and
hence have a wide reach.

Lenskart has broken influencer marketing stereotypes by roping in a popular You Tuber
as its official brand ambassador. This was an extremely smart move that enabled them to
tap into a highly specific and already engaged audience. And they have a well-rounded
retargeting strategy that involves constant reminders through email and SMS which helps
in following through with the leads.

Lenskart Website Strategy

Lenskart’s official website has been optimized by embedding 54 technologies to ensure a

smooth customer experience. These technologies have been taken from 13 different
industries like advertising, currency converters and payment systems, conversions and
analytics, mobile, and so much more. The website has been optimized for search engines.

26
It has a mobile-first approach and facilitates easy navigation through clear and simple
categories.

They also display their vast visual inventory in an organized format along with their
international stores. Eyeglasses, computer glasses, kids’ glasses, lenses, sunglasses, hope
tests and trials, and store locators are the major categories. And each of these has been
further classified for easy access and ordering. They also provide a user-friendly order
tracking system to update customers on their purchases.

The visuals are engaging and have a lot of movement in them which is great for grabbing
and maintaining the attention of the consumers. The filters are highly versatile and
flexible which contributes to a hassle-free and enjoyable customer experience. And
Lenskart also emphasizes flexibility in payments which is great for confirming successful
purchases.

Overall, Lenskart has a well-rounded and highly optimized website which is great for
improving its online visibility, generating leads, and increasing revenue.

Lenskart’s E-commerce Strategy & Case Study

Any strategy that is implemented to help boost the sales of your online business is called
an e-commerce strategy. The main aim is to increase the online presence of your business
by promoting your brand.

Lenskart has a fully optimized e-commerce strategy which has helped the business grow
tremendously over the years.

In the year 2014, Lenskart decided to go online. with its business. They implemented the
D2C approach or the direct-to-customer approach.

27
This eliminated all the middlemen involved and the commission they cut and therefore
reduced the price of quality eyewear.

This is one of the most important e-commerce strategies which have helped Lenskart
establish its brand value and presence in the Indian e-commerce market.

To ensure smooth and efficient delivery, Lenskart has tied up with logistics companies
like BlueDart and Delhi. This has ensured a great experience for their customers.

They also have a fully optimized website and mobile app that helps improve the customer
experience and also contributes toward recurring sales. They have a clearly defined
clientele group which facilitates the optimization of all their marketing channels. This
widens their reach and impact, thus contributing to better sales. They have also
successfully marketed their content to reach a large audience and this has contributed to
inculcating loyalty towards the brand.

Overall, Lenskart has an extremely dynamic and holistic e-commerce strategy which is
one of the key contributors to revenue.

Lenskart’s Content Marketing Strategy

Content marketing refers to the concept of sharing valuable content in the form of videos,
blogs, podcasts, ads, or social media posts to help keep customers engaged, attract new
leads, and maintain their loyalty.

It is a cost-effective way to make a memorable presence and promote brand awareness. It

also deeply reflects your brand value.

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Businesses that utilize content to stay connected generate 67% more leads and more than
47% of consumers go through the content of a business before making a purchase.

And 72% of businesses will agree that content marketing is an extremely powerful tool
for generating quality leads.

Lenskart utilizes its content pool very efficiently to market to its ideal clientele. They
have quirky and innovative ads, blogs, unboxing videos, influencer material, and social
media posts.

Lenskart’s official blog creates articles related to people and culture, fashion, lifestyle,
technology and product development, and startups.

Their social media pages are updated, dynamic, and highly engaging with posts on the
latest market trends.

They have even mobilized meme marketing to ensure that they connect with a younger
demographic and create a great impression. This indicates their omnipresent approach to
promoting their business through content.

Lenskart’s Organic Competitors

Lenskart operates both online and offline. While this hybrid model has several benefits, it
also presents a plethora of competitors, from both domains.

Apart from other retailers in the area, Lenskart’s top five organic competitors are

 Flipkart

 Titan Eye Plus

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  Eye my Eye

 Essilor India

 Tatacliq

Flipkart has the highest affinity score of 100% and hence occupies 1 st Place in the list.
Titan eye plus and Eye my eye have affinity scores of 92% and 85% respectively. Essilor
India and Tatacliq occupy the 4 and 5 positions with affinity scores of 84% and 79%.

30
 Chapter - 3.

Research Methodology

Research methodology is a way of explaining how a researcher intends to carry out their
research. It's a logical, systematic plan to resolve a research problem. A methodology
details a researcher's approach to the research to ensure reliable, valid results that address
their aims and objectives. It encompasses what data they're going to collect and where
from, as well as how it's being collected and analyzed.

Importance

A research methodology gives research legitimacy and provides scientifically sound

findings. It also provides a detailed plan that helps to keep researchers on track, making
the process smooth, effective and manageable. A researcher's methodology allows the
reader to understand the approach and methods used to reach conclusions.

Having a sound research methodology in place provides the following benefits:

 Other researchers who want to replicate the research have enough information to
do so.
 Researchers who receive criticism can refer to the methodology and explain their
approach.
 It can help provide researchers with a specific plan to follow throughout their
research.
 The methodology design process helps researchers select the correct methods for
the objectives.
 It allows researchers to document what they intend to achieve with the research
from the outset

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Types of Research Methodology

When designing a research methodology, a researcher has several decisions to make. One
of the most important is which data methodology to use, qualitative, quantitative or a
combination of the two. No matter the type of research, the data gathered will be as
numbers or descriptions, and researchers can choose to focus on collecting words,
numbers or both.

Here are the different methodologies and their applications:

Qualitative

Qualitative research involves collecting and analyzing written or spoken words and
textual data. It may also focus on body language or visual elements and help to create a
detailed description of a researcher's observations. Researchers usually gather qualitative
data through interviews, observation and focus groups using a few carefully chosen
participants.

This research methodology is subjective and more time-consuming than using

quantitative data. Researchers often use a qualitative methodology when the aims and
objectives of the research are exploratory. For example, when they perform research to
understand human perceptions regarding an event, person or product.

Quantitative

Researchers usually use a quantitative methodology when the objective of the research is
to confirm something. It focuses on collecting, testing and measuring numerical data,
usually from a large sample of participants. They then analyze the data using statistical
analysis and comparisons. Popular methods used to gather quantitative data are:

 Surveys
 Questionnaires
 Test

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  Databases
 Organizational records

This research methodology is objective and is often quicker as researchers use software
programs when analyzing the data. An example of how researchers could use a
quantitative methodology is to measure the relationship between two variables or test a
set of hypotheses.

Mixed-method

This contemporary research methodology combines quantitative and qualitative

approaches to provide additional perspectives, create a richer picture and present multiple
findings. The quantitative methodology provides definitive facts and figures, while the
qualitative provides a human aspect. This methodology can produce interesting results as
it presents exact data while also being exploratory.

Research:-

The simple meaning of research is to “search for facts-answers to questions answer

solutions to problems,” It is an organised enquiry, which clarifies doubtful facts through
purposeful investigation. It helps in correcting misconceived facts and seeks explanations
to unexplained phenomenon.”

Research is the careful consideration of study regarding a particular concern or research

problem using scientific methods. According to the American sociologist Earl Robert
Babbie, “research is a systematic inquiry to describe, explain, predict, and control the
observed phenomenon. It involves inductive and deductive methods.”

Inductive methods analyze an observed event, while deductive methods verify the
observed event. Inductive approaches are associated with qualitative research, and
deductive methods are more commonly associated with quantitative analysis.

“Research can be defined as the search for knowledge, or as any systematic

investigations, to establish novel facts, solve new or existing problems, prove new ideas,
33
 or develop new theories, usually using a scientific method.”

“Research is the systematic process of collecting and analyzing information to increase

our understanding of the phenomenon under study.”

“In the broadest sense of the world, the definition of research includes any gathering of
data, information and facts for the advancement of knowledge.”

Characteristics of Research:-

1. Good research follows a systematic approach to capture accurate data. Researchers

need to practice ethics and a code of conduct while making observations or drawing
conclusions.

2. The analysis is based on logical reasoning and involves both inductive and deductive
methods.

3. Real-time data and knowledge is derived from actual observations in natural settings.

4. There is an in-depth analysis of all data collected so that there are no anomalies
associated with it.

5. It creates a path for generating new questions. Existing data helps create more research
opportunities.

6. It is analytical and uses all the available data so that there is no ambiguity in inference.
Types of research:-

EXPLORATORY RESEARCH

This is the type of research is to explore a general subject. It is a preliminary study of an

unfamiliar problem about which there is little or no knowledge. It often happens that a
decision maker is grappling with a broad and poorly defined problem.

Exploratory research can add quality and insightful information to a study, and is vital

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to a study. Exploratory research allows for the researcher to be creative in order to gain
the most amount of insight on a subject. Next, an outside audience will be used for this
research, so it is a good opportunity for the researcher to know what works or what not a
productive method to use is. Third, it allows for a better understanding on what a research
team & objectives should be throughout the duration of a project. Having this
information in mind will be beneficial to anyone conducting research from outside
source.

DESCRIPTIVE RESEARCH:-

Descriptive research is defined as a research method that describes the characteristics of

the population or phenomenon that is being studied. This methodology focuses more on
the “what” of the research subject rather than the “why” of the research subject.

In other words, descriptive research primarily focuses on describing the nature of a

demographic segment, without focusing on “why” a certain phenomenon occurs. In other
words, it “describes” the subject of the research, without covering “why” it happens.

SCIENTIFIC RESEARCH:-

Research is a logical and systematic search for new and useful information on a particular
topic. Research is important both in scientific and non- scientific fields. In our life new
problems, events, phenomena and processes occur every day.

Practically, implementable solutions and suggestions are required for tackling new
problems that arise. Scientists have to undertake research on them and find their causes,
solutions, explanations and application.

Fundamental OR BASIC RESEARCH:-

Basic research is an investigation on basic principles and reasons for occurrence of a

particular event or process or phenomenon. It is also called theoretical research. Study or
investigation of some natural phenomenon or relating to pure science is termed as basic
research.

Basic researches sometimes may not lead to immediate use or application. It is not
35
concerned with solving any practical problems of immediate interest. But it is original or
basic in character. It provides a systematic and deep insight into a problem and facilitates
extraction of scientific and logical explanation and conclusion on it. It helps build new
frontiers of knowledge. The outcomes of basic research form the basis for many applied
research.

APPLIED RESEARCH:-

In an applied research one solves certain problems employing well known and accepted
theories and principles. Most of the experimental research, case studies and inter-
disciplinary research are essentially applied research. Applied research is helpful for
basic research. A research, the outcome of which has immediate application is also
termed as applied research. Such a research is of practical use to current activity.

Objective of research

 The study was an attempt to find out the impact of digitalization on marketing of
healthcare product. This study shows the growth of new companies emerging in digital
marketing of healthcare product.
 The objective of study is to know about the growth of healthcare sector after
digitalization.
 The study emphasizes on the problems and solutions faced by public and
marketers regarding digital marketing.
 The objective of study is to find out a difference between traditional and online
marketing and why online marketing of healthcare product is gaining popularity.

Methodology of the study

This project is done by adopting descriptive research method. For this both primary and
secondary data are collected. The information was collected from the book “Marketing
and Personnel Management by Philip Kottler and Kevin Lane Keller.
It can be described on the basis of types of data such as:-

36
  Primary Data

 Secondary Data

1. PRIMARY DATA

Primary data is a type of data that is collected by researchers directly from main sources
through interviews, surveys, experiments, etc. Primary data are usually collected from the
source—where the data originally originates from and are regarded as the best kind of
data in research.

Primary data is information that has been collected directly from its original source. It is
original and unique to the research project .

Primary data can be collected through a variety of methods such as surveys, interviews,
focus groups, observations, experiments, etc.

This type of data can be qualitative or quantitative in nature and provides insight into a
particular issue or problem being studied. It is often used in research projects to gain an
understanding of people’s opinions, behaviors, attitudes, and preferences on various
topics.

The types of primary data depend on the method used for collecting it. Common types
include survey responses (qualitative), interview transcripts (qualitative), observation
notes (quantitative), and experiment results (quantitative).

2. Secondary data

Secondary data is the data that has already been collected through primary sources and
made readily available for researchers to use for their own research. It is a type of data
that has already been collected in the past.

37
Data classified as secondary for particular research may be said to be primary for another
research. This is the case when data is being reused; making it primary data for the first
research and secondary data for the second research it is being used for.

Sources of secondary data include books, personal sources, journals, newspapers,

websites, government records etc. Secondary data are known to be readily available
compared to that of primary data. It requires very little research and needs for manpower
to use these sources.

The secondary data analysis process can be carried out quantitatively or qualitatively
depending on the kind of data the researcher is dealing with. The quantitative method of
secondary data analysis is used on numerical data and is analyzed mathematically, while
the qualitative method uses words to provide in-depth information about data.

BASIS OF THE STUDY:-

The study is based on secondary data. The data is taken from websites, magazines,
newspaper, articles etc.

Case Study: Digital Marketing Strategy of Lenskart

Lenskart, the leading online eyewear retailer, harnessed the power of a multi-faceted
digital marketing approach. This encompassed a blend of search engine optimization,
social media advertising, and email marketing, resulting in remarkable outcomes. Their
strategy led to a significant surge in website traffic, boosted online sales, and elevated
brand recognition.

What made Lenskart's strategy even more effective was their shrewd utilization of
influencer marketing and tailored promotional campaigns, further amplifying their
achievements. By prioritizing the customer experience, Lenskart not only enhanced their
online sales but also forged a formidable brand presence in the fiercely competitive
eyewear market.

38
Several decades ago, eyeglasses were far from being considered fashionable. However, as
we step into 2022, glasses have undergone a remarkable transformation, becoming trendy
fashion accessories. They have evolved beyond mere vision correction tools, now
symbolizing both knowledge and style while enhancing our view of the world. Lenskart
stands out as a trailblazing force in this eyewear revolution.

Lenskart was founded in the year 2010 by Peyush Bansal along with Sumeet Kapahi and
Amit Chaudhary and was initially called "Valyoo Technologies".

It was initiated to assist approximately one-third of the Indian population grappling with
vision problems, making quality eyewear and lenses accessible at an affordable cost.

An improved expression of their mission and vision would be "Affordable Luxury."

They've achieved this by eliminating middlemen costs, employing in-house robotic
technology for crafting lenses and eyewear components.

Lenskart offers an extensive collection of frames, boasting over 5000 varieties, making it
the largest assortment available among Indian retailers. Their impressive range features
top brands such as RayBan and Oakley, alongside a selection of exceptional in-house
collections.

They offer convenient at-home try-on for frames, home eye tests, lens trials, numerous
physical stores including flagship locations, and a remarkable membership program.

Lenskart has seen significant growth, expanding its inventory and customer base. They've
gone from serving 30 customers a day to an impressive 3000, resulting in a revenue of
nearly $2.5 billion and a monthly customer visit rate of 1 lakh.

A significant portion of this achievement is attributable to Lenskart's inventive and

captivating marketing approach. However, before delving into their digital marketing
strategy, it's vital to recognize the significance of staying updated on current marketing
trends and the advantages this awareness can offer.

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 Lenskart’s Target Segment
Lenskart's primary engaged audience falls within the age brackets of 18-24 and 25-34.

The 18-24 age groups constitute the largest consumer base, making up approximately
38.74% of the audience.

Approximately 35.96% of their audience falls within the age group of 25-34. This
suggests that millennials and GenZ is their primary clientele.

The age group of 35-44 constitutes 12.01% of Lenskart's consumer base, and they are the
leading contributors to engagement.

Regarding gender demographics, the majority, comprising 62.30%, are male, with the
remaining 37.70% being female consumers.

Lenskart’s Digital Marketing Campaigns & Strategies

Now, let's examine the digital marketing campaigns devised and promoted by Lenskart,
which have demonstrated substantial success in fueling their growth and revenue.

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 Campaign 1 – The War of Fair Prices #KaranVSPeyush
"The War of Fair Prices" marked a digital campaign led by Lenskart, featuring the
notable figures Karan Johar and Peyush Bansal. This initiative's core objective was to
raise awareness regarding fair eyewear pricing and its potential to reshape consumer
perceptions of high eyeglass costs.

The campaign adeptly utilized the celebrity endorsement from Karan Johar and the
trusted reputation of Peyush Bansal, Lenskart's CEO, to effectively convey the message.

Incorporating humor and relatable situations enhanced the campaign's attractiveness to

the intended audience and played a crucial role in reinforcing brand recognition.

The campaign garnered significant traction on social media, enhancing Lenskart's

reputation as a reliable and budget-friendly eyewear provider.

Campaign 2 – Nazar Ghati Durghatna Ghati 2.0

Launched during the IPL season in October of 2021, this marked Lenskart's humorous
approach to addressing problems arising from vision issues. The ad campaign featured a
series of short films that comically tackled mishaps resulting from poor eyesight.

The ads creatively incorporated some of the most unbelievable and comical IPL moments
to emphasize the value of clear vision. From fielders accidentally colliding to the
wicketkeeper's missed catch, each scenario concluded with a touch of humor, all while
conveying the message.

The ad campaign spotlighted a film featuring a player opting for a protection cup rather
than a face mask, effectively promoting the importance of their high-quality lenses and
glasses.

The primary objective of this advertisement was to highlight their newest Augmented
Reality feature. This feature enables customers to virtually try on glasses and receive
personalized recommendations based on their face shape, all within a quick 10-second
experience.

41
The advertisements were exclusively aired during the IPL season on social media
platforms such as YouTube, Instagram, Facebook, and Twitter, and were also televised.

The advertisement achieved remarkable success, with a staggering 25% of customers

exploring the new feature, leading to a surge in conversions.

The campaign's substantial success can be attributed to its timing, in addition to the
clever use of humor. By capitalizing on the IPL frenzy and broadening their target
audience, they crafted consumer-focused advertisements.

Lenskart’s Social Media Marketing Strategies & Case Study

2.76% of Lenskart’s engagement originates from various social media platforms such as
YouTube, Facebook, and Instagram. This translates to nearly 2.8k monthly visitors being
solely driven by advertisements on these platforms.

Social media marketing involves promoting a business online on specific platforms

tailored to the business's needs.

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Business & marketing strategy of Lenskart:

 Inventory-based business model – Lenskart offers 5,000+ designs of frames and

45+ different quality lenses for its customers. The company passes on the designs
to its manufacturers. While developing the products, the company focuses on
superior quality, durability, wide range, innovativeness, and services like a 3-D
testing facility. It uses German imported robotic technology, which has made
Lenskart the only Indian brand to make eyewear with an accuracy of up to 3-
decimals.

Lenskart marketing strategy

 Advertising on Google – Google ads are the most powerful strategies for
businesses in today’s digital era. Lenskart uses this method and invests in paid
advertising on Google. It uses popular keywords like eyeglasses, sunglasses,
frames, and computer glasses. It also promotes its products through overpaid
Google Shopping ads, where the viewer can themselves take an action. Lenskart
uses Google ads through display ads, video ads, app download ads, and others.

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Lenskart marketing strategy

 Social Media Campaign – They run Facebook and Instagram ads to advertise
their products. Lenskart also uses conventional advertisements, like newspaper
ads, television ads, email marketing, and others. All these tin steps have made the
brand emerge as a well-recognized eyewear brand in India.
 Omni-channel retail business model – The company observed the Indian
mindsets and found that people are apprehensive about buying eyewear products
online. Thus it focussed on establishing brick and mortar stores in India. The
company offers services in both online and offline modes. It now has 550+ stores
across 30+ cities.

Lenskart marketing strategy

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 SEO – Lenskart website is well optimized to be user-friendly. The website has
a strong SEO and gets 1.8 million visitors per month.
 Focus on quality and price- Lenskart saw the existing problems in the Indian
market. It focussed on launching innovative and cost-effective products without
compromising on their quality. “Lenskart Blu” is one of their innovative products
that protect the eyes from harmful UV rays. It also offers a wide range of
unbreakable, ultra-light, and super-flexible frames in the name of “Airflex”.

45
 CHAPTER – 4
ANALYSIS AND INTERPRETATION
Data analysis and interpretation is the next stage after collecting data from empirical
methods. The dividing line between the analysis of data and interpretation is difficult to
draw as the two processes are symbolic and merge imperceptibly. Interpretation is
inextricably interwoven with analysis.

The analysis is a critical examination of the assembled data. Analysis of data leads to
generalization.

Interpretation refers to the analysis of generalizations and results. A generalization

involves concluding a whole group or category based on information drawn from
particular instances or examples.

Interpretation is a search for the broader meaning of research findings. Analysis of data is
to be made regarding the purpose of the study.

What is Data Analysis

Data should be analyzed in light of hypothesis or research questions and organized to

yield answers to the research questions. Data analysis can be both descriptive as well as a
graphic in presentation. It can be presented in charts, diagrams, and tables.

The data analysis includes various processes, including data classification, coding,
tabulation, statistical analysis of data, and inference about causal relations among
variables. Proper analysis helps classify and organize unorganized data and gives
scientific shape. In addition, it helps study the trends and changes that occur in a
particular period.

What is Data Interpretation?

Data interpretation refers to the process of using diverse analytical methods to review
data and arrive at relevant conclusions. The interpretation of data helps researchers to

46
categorize, manipulate, and summarize the information in order to answer critical
questions.

The importance of data interpretation is evident and this is why it needs to be done
properly. Data is very likely to arrive from multiple sources and has a tendency to enter
the analysis process with haphazard ordering. Data analysis tends to be extremely
subjective. That is to say, the nature and goal of interpretation will vary from business to
business, likely correlating to the type of data being analyzed. While there are several
types of processes that are implemented based on individual data nature, the two broadest
and most common categories are “quantitative and qualitative analysis”.

How to Interpret Data

1. Compare data to the same period last year

The first tip is simple: compare website and marketing campaign data to the same period
a year ago. The reason is that plainly stating the numbers (for instance the number of
sales or leads, the number of website visits, and the average cost per lead) does not tell a
story. It doesn't tell you if your campaign was successful or not.

But if you compare these numbers to the same period a year ago, you might see a steady
improvement. Take these fictional monthly results for example:

Was this a good month or a bad one? And why?

You cannot even answer the first question.

47
 The easiest way to begin answering it, is by adding some context:

Now you can spot trends:

 With less budget, your campaign brought in more leads
 Part of the reason why is because the conversion rate from session to lead was higher
 The cost per lead almost halved

This is looking good!

When comparing data from the year before, always consider macro trends and
seasonality. For example, 2022 was a challenging year for many businesses concerning
inflation, rising interest rates, COVID lockdowns, supply chain problems, and
geopolitical instability. You need to basically understand how these variables are
influencing your marketing campaigns and keep track of your most valuable marketing
metrics at all times.

2. Compare data to the previous period

Comparing data with the same period a year earlier can offer insights. But to gain a
deeper understanding of your campaign performance, it is smart to also look at recent
results and compare them to a previous period.

Now, it may not be very helpful to compare one day to the other. Daily fluctuations are to
be expected (just like in the stock market). However, weekly and monthly reports are
valuable to understand patterns.

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 Monthly reporting
Monthly reports are vital to gain insights from your marketing performance data. They
provide insight into your strategies and marketing progress, showcasing their
effectiveness and overall patterns — especially during seasonal periods. In addition, a
year-on-year report will help showcase growth and enable you to spot trends in your data.

When comparing monthly, quarterly, or yearly customer data, include these key metrics:
 Digital marketing return on investment (ROI)
 Sales and leads
 Cost per acquisition (CPA)
You can compare figures to analyze the impact on your overall digital marketing strategy
before analyzing individual channels. If you want to dive deeper, consider also creating
monthly reports with MoM and YoY comparisons of your channel specific metrics. For
example, for PPC search campaigns:
 Cost per click

 Impressions

And for SEO:

 Organic click
 Number of keywords in top-3 positions

3. Compare actual numbers to your goals or projections

Comparing actual figures against your goals or projections will help you gain the insight
needed to make more confident decisions. This is one of the most common practices in
data analysis and one of the most vital.
For example, consider using marketing performance data collection to create revenue
projections. During the forecasting process, you can uncover figures and trends that help
you address your budget, better predict inventory needs, optimize strategies, determine
staffing needs and present data-driven insights for potential investors.

49
 After thorough data analysis, you might compare actual figures against your most recent
sales forecast. If sales are lower than anticipated, it's time to dive deeper. Was there
customer interest but not enough conversions?
If yes, explore why. Did you recently change your pricing model? Did you alter your
marketing campaign, focusing more on specific marketing channels than others? If
unsure, now is the perfect time to conduct A/B testing to gain actionable insights.
4. Look for outliers in the data

Since outliers are values on the extreme ends of a dataset, they may relate to one of two
scenarios:
a. Sampling, measurement, or human errors. In these cases, they don't represent true
values, so the sooner you identify them, the better. For example, Google Analytics wasn't
working properly for a few days, resulting in missing data, or conversions in GA4 weren't
set up correctly, leading to double counting.
b. Something caused human behavior to change for a short period. Outliers aren't
always an indication of incorrect data and can be legitimate observations. For example,
an online store may see a spike in sales around Black Friday. Marketers couldn't go ahead
and compare November data to October; it would be much higher for obvious reasons. In
this case, you would compare November 2023 to November 2022.
Pinpointing the cause of outliers can help ensure more accurate and clean data.
Speaking of clean data, if you're a marketer combining performance data from multiple
sources, remember the importance of data cleaning. A vital component of any data
management process, data cleaning involves several steps, including removing outliers
and joining data sets together. For example, when you bring cost data and campaign
conversions together to get a clear idea of your cost per conversion.

5. Dive deeper to understand what's happening

Data tells a story. If you know how to interpret that story, you help your company make
the actionable, informed decisions needed to adapt and evolve. For example, when
conversion numbers drop, you're given an opportunity to learn what's happening with
your marketing efforts.

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 Consider the following:
 Which pages are getting less traffic?
 Which channels are driving less traffic or conversions?
 Which campaigns are generating less traffic?
 Are you paying more per click, resulting in less traffic for the same budget?
 Are there specific markets / regions that are underperforming?

Sometimes, digital marketing work almost feels like being a detective. When you see a
drop in your overall results, the quest starts. The above questions help you find out what
the reason is for the performance drop - or the sudden increase in performance.
Answering these questions based on real-time data lets you pivot to achieve higher
conversion rates and a supercharged ROI.

6. Calculate metrics for more insights

When using web analytics tools such as Google Analytics or the tools available in your
advertising platform, you'll find some data readily available and accessible. However, it
often pays to dig deeper, which is why you'll want to calculate the metrics that make the
most sense for your business.
For example, consider customer lifetime value (CLV). As its name suggests, this metric
is the value a customer provides across their lifetime. It is any accumulated revenue they
contribute from their first purchase until they stop buying your goods/services. Once you
determine this metric, you can make more informed decisions based on other robust
marketing metrics.

Another example would be a reasonable customer acquisition cost, which will help
determine whether you're spending your budget appropriately. You can also better decide
where to invest your messaging and marketing dollars. If one customer costs $600 to
acquire but returns a CLV of $9,000, they love whatever you offer enough to keep
making purchases. These values show you should invest more of your marketing budget
in broad campaigns to get customers through the door and less in retention campaigns.

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S.W.O.T Analysis

Before we dive deep into the SWOT analysis, let’s get the business overview of Lenskart.
Lenskart is an Indian eyewear retail company focusing primarily on prescription
eyeglasses, sunglasses, and contact lenses. Founded in 2010 by Peyush Bansal, Amit
Chaudhary, and Sumeet Kapahi, the company started as an online platform and expanded
rapidly. Here’s a general overview of its business.
1. Online and Offline Presence: While initially starting as an e-commerce platform,
Lenskart expanded its presence into brick-and-mortar retail with physical stores
spread across various Indian cities. These offline stores sell products and offer eye
tests and consultations.
2. Home Eye Check-Up: Lenskart offers services where customers can book an eye
test, and an executive visits the customer’s home to conduct the test. This facilitates
convenience and ease for the customer.
3. Private Label Brands: Over time, Lenskart developed its private-label brands to
offer high-quality eyewear at competitive prices. This increases their margin and
gives them control over quality and design.
4. 3D Try-On Technology: On its website and app, Lenskart incorporated augmented
reality-based virtual try-on features. This allows users to virtually try on different
frames and see how they look in real time.
5. Blue-Tech Lenses: Addressing the growing concern of blue light exposure from
digital screens, Lenskart offers lenses that filter out blue light, which can potentially
harm the eyes after prolonged exposure.
6. Manufacturing: Lenskart has its own manufacturing and assembly units, ensuring
control over quality and the ability to scale its offerings.
7. International Expansion: Besides its substantial presence in India, Lenskart also
began its global expansion, moving into markets like Singapore.
8. Funding and Valuation: Lenskart attracted significant investment from prominent
investors, elevating its valuation over the years. The company’s aim to disrupt the
traditional eyewear market with technological integration and customer-centric

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 services garnered the attention of global venture capitalists. In 2023, Lenskart was
valued at $4. 5 billion by Abu Dhabi Investment Authority.
9. Financial Performance: Lenskart’s consolidated operating revenue grew 66% to
Rs 1,502 crore in the previous fiscal year (FY22).
Here is the SWOT analysis for Lenskart
A SWOT analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats of a business, project, or individual. It involves identifying the
internal and external factors that can affect a venture’s success or failure and analyzing
them to develop a strategic plan. In this article, we do a SWOT Analysis of Lenskart.

Strengths
1. Integrated Model: Lenskart controls its supply chain, including manufacturing and
assembly units. This gives them an edge in ensuring quality control, quicker
delivery, and inventory management.
2. Hybrid Retail Strategy: Lenskart’s combination of online and offline stores allows
them to cater to a wide range of customers. While the online platform provides
convenience, the physical stores offer a touch-and-feel experience, credibility, and
immediate service.
3. Technological Innovation: The Company has been at the forefront of using
technology to enhance the customer experience. Features like the virtual 3D try-on
technology set them apart from many traditional eyewear retailers.
4. Diverse Product Range: Lenskart offers various styles, categories, and price
points, ensuring that different customer segments can find products to their liking.
5. Home Services: Their home eye check-up service offers unmatched convenience,
helping them stand out in a crowded market and cater to those hesitant or unable to
visit physical stores.
6. Private Label Advantage: By creating its private-label brands, Lenskart ensures
higher margins and can offer competitive prices. This also allows them better
control over product design and innovation.

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 7. Aggressive Marketing: Lenskart’s branding and marketing campaigns have been
prominent, making them one of the top-of-mind brands in the eyewear sector in
India.
8. Customer-Centric Initiatives: From easy returns to warranties on products,
Lenskart has always focused on building trust and ensuring customer satisfaction.

Weaknesses
1. Operational Challenges: While being strength, the hybrid model of both online
and offline stores can also present operational complexities. Managing inventory,
logistics, and a uniform brand experience across both platforms can be challenging.
2. Dependence on Discounts: Lenskart, like many e-commerce platforms, often relies
on discounts and offers to attract customers. This can potentially erode profit
margins and set a discount-oriented customer expectation.
3. Competition: The eyewear market, both online and offline, is becoming
increasingly crowded. Competing brands, especially well-established international
ones, could pose a challenge.
4. Brand Perception: Given its aggressive pricing strategies, there’s a risk that some
consumers might perceive Lenskart’s products as lower in quality compared to
premium or luxury eyewear brands.
5. Standardization vs. Customization: While having standardized processes helps in
scaling, it may sometimes overlook localized preferences and tastes, especially in
diverse markets.
6. Tech Glitches: Despite the innovations, the online platform, including the 3D try-
on feature, can sometimes face technical issues that might deter users.
7. Supply Chain Disruptions: Even though they have an integrated model, global
events (like the COVID-19 pandemic) can disrupt supply chains, affecting
inventory and delivery.
8. Physical Store Overheads: The overhead costs associated with maintaining and
operating physical stores can be high, especially in prime locations. This might
impact the overall profitability.

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Opportunities
1. Growing Eyewear Market: The increasing awareness about eye health and the rise
in disposable income in countries like India indicate a growing market for eyewear.
2. Digital Penetration: As internet usage continues to soar, especially in developing
countries, the potential customer base for online eyewear purchases is expanding.
3. New Product Lines: Diversifying into related product segments, such as
specialized sports eyewear, luxury segments, or smart eyewear, could offer new
revenue streams.
4. Expansion in Tier 2 and Tier 3 Cities: There’s a significant potential in smaller
cities and towns where branded eyewear penetration is lower compared to
metropolitan areas.
5. Global Expansion: Beyond existing international markets, Lenskart can explore
other countries, especially those with a young demographic or an increasing
preference for online shopping.
6. Technological Innovations: Continued investment in AR, VR, or AI can further
enhance the online shopping experience, making virtual try-on more realistic and
personalized.
7. Partnerships and Collaborations: Collaborating with fashion brands, influencers,
or tech companies can help in tapping into new customer segments and create
exclusive product lines.
8. Sustainability Initiatives: With a growing global emphasis on sustainability,
creating eco-friendly products or initiatives can resonate with environmentally-
conscious consumers.
9. Health and Wellness Integration: Collaborating with health tech apps or
platforms, especially those focused on eye health, can offer cross-promotional
opportunities.
10. Subscription Models: Offering subscription-based models for products like contact
lenses, where customers require regular replenishments, can ensure a recurring
revenue stream.

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 11. Acquisitions: Acquiring smaller players or tech startups in the eyewear or e-
commerce domain can provide competitive advantages and faster market
penetration.
12. Tele-optometry Services: With tele-health gaining traction, Lenskart could offer
online consultations with optometrists or eye health experts.

Threats
1. Intensified Competition: The eyewear industry has both well-established players
and emerging competitors. The rise of other online eyewear platforms, as well as
international brands entering or expanding in the Indian market, can pose significant
competition.
2. Changing Consumer Behavior: While online shopping is growing, shifts in
consumer preferences, especially post-pandemic, can impact purchasing patterns.
3. Regulatory Challenges: Changes in e-commerce regulations, import/export rules,
or health standards in countries where Lenskart operates might pose challenges.
4. Economic Volatility: Economic downturns or uncertainties can lead to reduced
discretionary spending, affecting purchases of non-essential items like fashion
eyewear.
5. Technological Disruptions: Rapid technological advancements mean that newer,
potentially disruptive technologies could change the eyewear market dynamics or
make certain services obsolete.
6. Supply Chain Vulnerabilities: Disruptions, be it due to geopolitical tensions,
pandemics, or natural disasters, can impact the supply chain, leading to inventory
issues or delivery delays.
7. Quality Control: As the company scales and diversifies its product range,
maintaining consistent quality across all products can be challenging, and any lapse
can impact the brand’s reputation.
8. Price Wars: With competition in the e-commerce space, there’s always a threat of
price wars, which can erode profit margins.
9. Reliance on Discounts: If customers become conditioned to expect heavy
discounts, selling products at regular prices can be challenging, impacting
profitability.

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 10. Counterfeit Products: The rise of counterfeit or imitation products can not only eat
into the market share but also damage the brand’s reputation if consumers cannot
distinguish between the original and fake products.

STATISTICAL ANALYSIS USING TOOLS

Statistical analysis is a quantitative data analysis method that uses numbers to assign a
measurability factor that is easy to compare and interpret. Under statistical analysis, the
raw data is collected and analysed to identify any patterns and trends which can be used
for informed decision making.

The process of using statistics for market research involves:

 Defining the type of data to be extracted from the target population.

 Exploring the relationship of the data with the population set.

 Developing a model that summarizes insights and defines any visible links
between the data set and the population.

 Testing the model to establish the validity of the model.

 Incorporating the results into your business strategy by anticipating future trends.

This method involves basic mathematic calculations and data aggregation to yield
important figures to evaluate historical business practices and their effectiveness.

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The Statistical Tools used was

Semrush

SEMrush is software that helps companies run digital marketing strategies, like SEO
campaigns. This all-in-one digital marketing program helps you run SEO, pay-per-click
(PPC), social media, and content marketing campaigns. For this page, we’ll focus on using
SEMrush for SEO.

With SEMrush, you can identify trends that occur within your industry niche. It audits
your on-page SEO and helps you improve your pages. This allows you to understand your
page better and optimize it for SEO for better lead generation.

In addition, SEMrush helps you identify valuable keywords for your campaign. You’ll
learn what keywords your competition is using and how they rank in the search engines. It
gives you an abundance of insight as to how you stack up to the competition.

This software is designed for people who need assistance with digital marketing. If you
have limited experience or knowledge, SEMrush makes it easy for you to understand and
use SEO.

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How does SEMrush pull data?

When you use SEMrush software, you will see that it pulls data to help you understand
how you and your competitors’ sites are performing. There are two main ways that
SEMrush pulls data.

The first way is through their search bar. If you type in a website’s URL into the search
bar, you will pull reports on that domain and see keyword selections. This helps you
research your competitors and find valuable ways to compete with them.

The second way is through creating a project. SEMrush projects gather data from outside
their database. They analyze your website’s visibility and help you see how you compete
with your competition.

Data Representation

Organic Search Traffic: Organic search traffic is the number of visitors to a website
from unpaid search engine results. Organic traffic is also known as direct traffic or search

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traffic.

Paid Search Traffic: Paid traffic is traffic that is generated through paid means only.
Paid website traffic from search engines is directed to a website when a user clicks on an
ad placed on a search engine results page for a particular search query.

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 Chapter – 5
Summary of Findings

Lenskart honestly has put every possible effort in marketing themselves. In result they
have become the Maruti of eye wears and have become one of the trusted eye wear brand
in India and many other parts of the world.

Lenskart being an omnichannel direct-to-consumer retail brand provides a unique

ecosystem of a full spectrum of analytics use cases that very few companies in the world
provide. This creates a unique challenge and opportunity for professionals to learn and
contribute, at the same time solving a 2 billion+ problem.

35.21% of Lenskart’s traffic is generated by organic searches. This indicates a highly

optimized online presence. The business receives 5.6 M visits for an average of 4.2
minutes each. They occupy the 16th position in the country concerning online shopping
and the marketplace. Having said this, Lenskart’s bounce rate is rather higher with approx
45% of its visitors leaving the site after surfing through only 1 page.

Lenskart has updated its website to ensure it always ranks first when its name is searched,
regardless of any new updates that happen in the search engine. It is a mobile friendly and
SEO-friendly website.

They have highly specific CTA buttons which are great for converting leads into
conversions and retargeting. They have an optimized SMS and email bundle which is
sent out regularly which helps consumers complete their purchases and again helps with
retargeting. Over 61% of its traffic is organic and Lenskart has optimized its keyword
database with over 3000 keywords to help with its ranking.

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The top 5 searches that drive traffic to the Lenskart website are

1. Lenskart

2. Lenscart

3. Lenskart.com

4. Lenskart India

5. Lenskart near me

Other keywords include

 Eyewear

 Spectacles

 Glasses

 Specs

And similar words in the group.

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Pre Challenges That Lenskart Faced

Lenskart, the leading eyewear brand in India, embarked on its journey in 2010 with a
visionary approach to revolutionize the eyewear industry. However, like any pioneering
venture, Lenskart encountered several challenges during its commencement that tested its
resilience and determination.

One of the primary hurdles Lenskart faced at the outset was the traditional mindset
prevalent among consumers regarding purchasing eyewear. In India, buying eyeglasses
was often perceived as a necessity rather than a fashion accessory. Convincing people to
view eyewear as a style statement and promoting the idea of owning multiple pairs for
different occasions required a significant shift in mindset. Lenskart had to navigate
through this challenge by launching innovative marketing campaigns, collaborating with
influencers, and introducing trendy designs to change the perception of eyewear from
functional to fashionable.

Moreover, the absence of a robust online retail infrastructure in India posed a significant
obstacle. E-commerce was still in its nascent stages, and consumers were hesitant to
purchase eyewear online due to concerns about the accuracy of prescriptions, fitting
issues, and the inability to physically try on glasses. Lenskart addressed these concerns by
implementing a unique and user-friendly virtual try-on feature on their website and mobile
app. This technology allowed customers to virtually try on different frames, making the
online shopping experience more personalized and convenient.

Additionally, establishing a reliable supply chain and ensuring the availability of a diverse
range of high-quality eyewear posed logistical challenges. Lenskart had to collaborate
with manufacturers, streamline their supply chain processes, and maintain stringent quality
control measures to offer a wide assortment of eyeglasses, sunglasses, and contact lenses
to meet varying customer preferences.

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Furthermore, competition in the eyewear industry was intense, with established brick-and-
mortar stores dominating the market. Convincing customers to transition from their trusted
local opticians to an online platform like Lenskart required building trust, providing
exceptional customer service, and offering competitive pricing. Lenskart focused on
providing value-added services such as free home trials, doorstep delivery, and a hassle-
free return policy to gain a competitive edge and win over customers.

Despite these challenges, Lenskart's innovative strategies, relentless determination, and

customer-centric approach propelled its growth and established it as a market leader in the
eyewear industry. Overcoming the initial hurdles helped Lenskart carve its niche in the
market, fostering a loyal customer base and setting new benchmarks in the Indian eyewear
sector.

In conclusion, Lenskart's journey faced multiple challenges during its commencement,

including changing consumer perceptions, adapting to the evolving e-commerce
landscape, establishing a robust supply chain, and competing with traditional brick-and-
mortar stores. However, the company's resilience, technological innovation, and customer-
focused strategies enabled it to overcome these obstacles, cementing its position as a
frontrunner in the eyewear industry.

Post Challenges to Face While Expanding in Southeast Asia and the

Middle East
Here are some potential challenges that Lenskart may face as it expands its operations in
Southeast Asia and the Middle East:

 Competition: There are already a number of established eyewear retailers in

Southeast Asia and the Middle East. Lenskart will need to compete on price,
quality, and service in order to be successful.
 Culture: The cultures of Southeast Asia and the Middle East are different from
that of India. Lenskart will need to adapt its marketing and sales strategies to
appeal to these different cultures.

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  Regulations: The regulations governing the sale of eyewear vary from country
to country. Lenskart will need to comply with the regulations in each country in
which it operates.
 Logistics: The logistics of shipping and distributing eyewear to Southeast Asia
and the Middle East can be complex and expensive. Lenskart will need to
develop a cost-effective logistics strategy.
Despite these challenges, Lenskart has the potential to be successful in Southeast Asia
and the Middle East. The region has a large population with a growing middle class.
Lenskart's innovative business model and its focus on customer service could help it to
gain a significant share of the market.

Here are some additional tips for Lenskart to overcome these challenges:

 Partner with local businesses: Lenskart can partner with local businesses to
help it understand the local market and to build relationships with potential
customers.
 Invest in marketing and advertising: Lenskart needs to invest in marketing
and advertising to raise awareness of its brand and to reach potential customers.
 Offer competitive prices: Lenskart needs to offer competitive prices in order
to attract customers.
 Provide excellent customer service: Lenskart needs to provide excellent
customer service in order to build loyalty and repeat business.

Suggestions

In becoming a giant in Eye Wear industry, Lenskart has updated its standard of operation
and they should continue this updating habit by taking one step up by integrating AI in
their operations with perfection. Artificial Intelligence will positively impact their
productivity by providing solutions to large scale solutions.

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Lenskart has made significant strides in the eyewear industry, but continuous growth and
expansion remain integral for its future success. Here are several suggestions that Lenskart
could consider to further enhance its growth trajectory:

1. Diversification of Product Offerings: Lenskart could expand its product line

beyond eyeglasses and sunglasses. Introducing related accessories like lens care
products, fashionable eyewear cases, or collaborations with other fashion brands
for eyewear-related accessories could attract a broader customer base.
2. Focus on Innovation and Technology: Continuing to invest in technological
advancements, such as refining its virtual try-on technology, enhancing the user
experience on its website and app, and possibly exploring augmented reality
(AR) features for a more interactive shopping experience, can further differentiate
Lenskart in the market.
3. Expansion of Retail Presence: Despite being a prominent online player,
expanding its offline retail presence by opening more physical stores or partnering
with existing retail outlets could help Lenskart reach customers who prefer in-
person shopping experiences or face difficulties with online transactions.
4. Personalized Customer Experience: Utilizing data analytics and AI-driven tools
to offer personalized recommendations based on customer preferences, purchase
history, and style choices can significantly enhance customer satisfaction and
retention.
5. International Expansion: Exploring opportunities for international expansion
into markets beyond India could be a viable strategy for Lenskart's growth.
Targeting countries with a similar market landscape and consumer behavior could
help in establishing a global presence.
6. Strategic Partnerships and Collaborations: Forming strategic alliances or
collaborations with renowned fashion brands, designers, or celebrities to create
exclusive eyewear collections or limited-edition frames could attract new customer
segments and create buzz around the brand.

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 7. Sustainability Initiatives: Embracing eco-friendly practices, using sustainable
materials in manufacturing and promoting environmentally conscious initiatives
could appeal to a growing segment of socially aware consumers.
8. Investment in Customer Service: Continuing to prioritize exceptional customer
service by offering swift issue resolution, efficient after-sales support, and
implementing feedback to improve overall service quality can build stronger
relationships with customers.
9. Targeted Marketing and Branding: Developing targeted marketing campaigns
that resonate with different demographics, emphasizing Lenskart's unique selling
propositions, and creating a strong brand identity can further solidify its position in
the market.
10. Adaptability to Market Trends: Staying agile and adaptable to evolving market
trends, consumer behaviors, and technological advancements will be crucial in
sustaining Lenskart's growth in the competitive eyewear industry.

By strategically implementing these suggestions, Lenskart can fortify its position, cater to
evolving consumer needs, and pave the way for sustained growth and success in the
future.

Conclusion

Lenskart’s aim of making quality eyewear affordable by eliminating middlemen and

using in-house robot technology is strength. Their team consists of trained professionals
who conduct eye tests and write prescriptions. This adds credibility to their business

Lenskart’s willingness to educate the customers on their best options is a great tactic to
build trust and loyalty.

And finally, their versatile collection of brands, designs, and categories of eyewear
ensures there is something for everyone.

With strengths come weaknesses and achieving the right balance with pricing is key to
establishing brand identity and value.

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You can neither price it too low nor too high. Low prices might tarnish brand value while
high prices might lose customers to other retailers.

Now coming to ways through which they can optimize their reach, Lenskart has several
ways to tap into wider demographics using the latest tools and resources to increase the
consumer base.

Adding customization features to their frames is a great tactic to generate quality leads
and sales. And improving their social media presence by enhancing creativity and
innovation in their content is great to improve their presence while attracting new
customers and retaining loyal ones.

Lenskart also has a series of challenges that hinder its progress. Stiff competition from
online and offline retailers dilutes the quality of leads and traffic that comes their way.
And a constant need to stay innovative and unique can get taxing.

But overall, Lenskart has implemented several innovative marketing strategies to help
reach its goals faster.

Within a span of a decade, they have evolved into a top business force in the country.
Through its consumer-centric approach to product development and marketing, Lenskart
will continue to thrive and grow.

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Scope of Further Studies

Saurabh Agrawal, Head- Analytics and CRM, Lenskart talks to us to explain how the
company is taking thoughtful steps, backed by technology and analytics to make the
customer journey more fruitful.

How does Analytics play a role in the day-to-day operations of Lenskart?

AI, Analytics, and data science are core to Lenskart’s business across all aspects of our
business value chain. It is all across Lenskart App, Stores, and Bots enabling our business
across the world.

The Founders of the company have established a very strong data-driven culture, and each
step of decision has been carefully taken with a vision to provide an extraordinary
customer experience at all touchpoints.

Key areas of Data Science & Analytics @Lenskart

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“AI and Tech is the core of Lenskart’s DNA with key innovations in our 3D-Try on and
omnichannel digital and store model. By scaling up our core data science team, we are
looking forward to transforming our customer experience and business as we expand not
only in India, but also across Singapore, the Middle East, and the US,” Amit Chaudhary,
co-founder, Lenskart.

What is the tech strategy used for setting up the foundation of Analytics @ Lenskart?

Lenskart has a cloud-first solution approach for tech. The analytics tech stack comprises
technologies such as data lake- built out of AWS, Power BI for visualization, Google
Analytics for Digital Analytics. For data science, it uses R, Python, AWS ML stack, and a
few other automation frameworks.

Building Blocks of Analytics @Lenskart

We believe in making affirmative decisions backed by strong data analytics starting from
Customer Experience using Customer360 and Cohorts, Store Operations, Merchandising

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using MBQ Automation, Manufacturing and Supply chain, Sales and Marketing, and
Business Performance Monitoring.

Lenskart is taking its learning to other companies by having also mentored, invested in
key AI companies like TangoEye who have built their vision system using Lenskart.com
1000+ store ecosystem.

You have been in large corporations and in startups, how are the analytics culture
difference you see?

Our Analytics & DS team is deeply embedded in the Lenskart functions. All the decisions
at Lenskart start with a data-first approach. With a lean analytics mindset, Lenskart’s
analytics team has been able to deliver and execute projects very efficiently in much of a
sprint and agile manner which makes it 2x more efficient and effective than the industry
average.

What are the key attributes Lenskart looks at while hiring in the analytics team?

The key focus while recruiting data scientists is on foundational skills, a strong learning
mindset, and aptitude. Lenskart looks for a strong business understanding of math,
statistics, computer science, and programming skills. Our team members are involved in
data science use cases from start to finish. It gives them a kick to see the analysis they do
being implemented and derive business impact.

Soft skills are equally important. Since our team is required to work with cross-functional
teams, there is an equal focus on collaboration skills and good communication, especially
the ability to explain analytics in simple language.

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Appendices: Reference and Questionnaire

References:
 https://business.adobe.com/blog/basics/digital-

marketing#:~:text=Digital%20marketing%20is%20the%20use,Search%20engines

 https://en.wikipedia.org/wiki/Lenskart

 https://deshicompanies.com/company-profile/lenskart/#google_vignette

 https://www.linkedin.com/pulse/case-study-digital-marketing-strategy-lenskart-

brand-strategist-kafcf

 https://www.webfx.com/digital-marketing/glossary/what-is-semrush/

 https://smr.seotooladda.com/analytics/overview/?searchType=domain&q=lenskart.

com

 https://www.iedunote.com/data-analysis-

interpretation#:~:text=Data%20analysis%20and%20interpretation%20is,are%20sy

mbolic%20and%20merge%20imperceptibly.

 https://digitalscholar.in/lenskart-digital-marketing-strategies/

 https://qr.ae/pKwGKv

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 https://www.indeed.com/career-advice/career-development/research-

methodology#:~:text=Research%20methodology%20is%20a%20way,to%20resol

ve%20a%20research%20problem.

 https://thestrategystory.com/blog/lenskart-swot-analysis/

 https://www.questionpro.com/blog/what-is-
research/#:~:text=Good%20research%20follows%20a%20systematic,both%20ind
uctive%20and%20deductive%20methods.

Other documents:-

 Newspaper
 Articles (Times of India , BCG Report , Other )

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