Introduction

Lenskart, a leading omnichannel eyewear retailer, has continuously innovated and experimented with the latest technologies to improve the customer experience, both in-store and online. This case study will explore two major initiatives: Omni Channel Labs, which led to a significant increase in conversion rate, and Lenskart International, a comprehensive project that resulted in substantial improvements in add-to-cart percentages, return rates, and order processing time.

Omni Channel Labs: Experimentation and Innovation

Lenskart's Omni Channel Labs is an initiative designed to facilitate innovation and experimentation using the latest technologies. Two major projects undertaken as part of this initiative are the Live PD calculator and the Frame recommendation engine.

Live PD (Pupillary Distance) Calculator

The Live PD calculator, available on both iOS and Android platforms, represents Lenskart's effort to bring the accuracy of in-store measurements to the online shopping experience. This tool allows customers to accurately measure their pupillary distance, a critical aspect for correctly fitting eyeglasses, using their mobile devices.

Frame Recommendation Engine

With a catalog of over 2,500 SKUs, Lenskart identified that customers often experienced cognitive overload when trying to choose the most suitable frames for their faces. To mitigate this, Lenskart developed a Frame Recommendation Engine to help customers narrow down their options.

The engine recommends 30-50 frames best suited to a customer's face and preferences based on various parameters such as age, gender, face shape, skin tone, past purchase data, and similar user buying and browsing behavior. Combined with the live AR try-on feature, this personalized recommendation approach led to a 48% increase in conversion rate.

The recommendation engine was not only used online but was also implemented in store iPads, allowing customers to browse and choose the perfect frame for them without any help from the staff, providing a seamless experience through the Lookr iPad app.

Lenskart International: Frontend and Backend Innovations

Lenskart International encompasses the US/Canada, Southeast Asia, and Middle East markets. The company undertook major frontend and backend initiatives to drive growth in these regions.

Frontend Improvements

Lenskart redesigned their Product Listing Page (PLP) and Product Detail Page (PDP), resulting in a 36% increase in the add-to-cart percentage. They enhanced lens package selection and prescription addition, which reduced returns from 15% to 11% within a month.

Furthermore, Lenskart introduced a 360-degree view feature using Google Model Viewer, which boosted add-to-carts by 60%. The company also improved the conversion funnel by 16% through the use of SDKs and tools for search, filter, discovery, and sorting.

Backend Improvements

On the backend, Lenskart built a seamless communication bridge between the Shopify frontend and Lenskart backend, reducing order Turn Around Time (TAT) from 3-4 days to just 1 day.

The company also managed backend processes including inventory sync, merchandising, order processing, prescription management, exchange and refund, and analytics. Lenskart implemented zone management for easy expansion into new countries and facilitated effective communication among stakeholders (cofounders, country leads, marketing, tech) as a middle layer.

Conclusion

In my Lenskart's experience, I learnt how constant innovation and application of technology can significantly improve customer experience and drive growth. The company's approach to leverage data for personalized recommendations and the use of AR for virtual try-ons, along with strategic international expansion efforts, demonstrate its commitment to being a customer-centric organization. As Lenskart continues to grow and innovate, it sets the bar high for other players in the omnichannel retail space.