Indian Institute of Management - Kozikhode

EPGCMM-06


iPACE Model

Client - www.lenskart.com







By
S.N. Name Roll No. Designation Organization
1. Mr. Umesh R. Sonawane EPGCMM-06-024

Manager Corporate
Communications
Sahara India
Pariwar

Private and Confidential
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iPACE Framework for www.lenskart.com
1. Information
Lenskart is certainly more than just another online shopping website, it dons the status of
complete eye care system present on an eCommerce platform. The website has a very busy and
sales oriented layout with well-defined product categories. The user is asked to enter a particular
section of the product in the first sight of home page only. The categories are-
a. First Frame Free
b. Eyeglasses
c. Sunglasses
d. Power Sunglasses
e. Contact lens
f. Home eye check up
g. Try at home
Once a user reaches a particular product, Lenskart gives detailed information on the selected
frame/lens/glasses. This product description has all the data required for making the user an
informed decision.
The product description comprises-
a. Technical
i. Brand Name
ii. Product Type
iii. Frame Type
iv. Frame Shape
b. General
i. Gender
ii. Model No.
iii. Frame Size
iv. Frame color
v. Size
vi. Frame Material
vii. Temple Material
viii. Prescription Type
ix. Product Warranty
x. Frame Style
xi. Condition
c. Pricing and product review
d. Size chart and frame material guide
e. Also watched and also purchased data
f. Certificate of authenticity and certificate of approval to sell from the manufacturer
g. Differentiating points (how ordering from Lenskart is beneficial compare to local
optician)
h. Call while placing an order - if the user reaches till payment and feeds his/her mobile
number, but do not buy the product, the user immediately gets a phone call from Lenskart
to give further information and facilitating the sale.

2. Pricing - Product price mentioned in the description of the product is inclusive of taxes and
shipping charges. Lenskart also has a provision of making payment in equal monthly installments
(EMI). For eyeglasses category if user wishes to buy a frame along with lenses price differs as
compared to only frame.
Some of the unique features of the price partitioning strategy of Lenskart are mentioned below-

a. Shipping - Although shipping charges are included in the price shown, Lenskart does take
extra care explaining the shipping procedure and its benefits. There is a section of the website
called when will I get my order? which extensively talks about delivery timings for various
product categories and sub-categories i.e. eyeglasses, eyeglasses with lenses, power
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sunglasses, prescription glasses, contact lenses etc. This section also answers questions like
what if I am not happy with my frames fit? and what if I have issues with my prescribed
power glasses? In both of these cases, Lenskart makes a personal call to the user to address
the grievances.

b. Return policy - Lenskart follows clean return policy and takes return within 14-days with no
questions asked. There are certain catch in this policy as below-
i. The user has to inform them within 24-hours of post item delivered about the return.
ii. Returned product will be examined for damage/originality/scratches and then
approved/rejected for the claim
iii. If the claim is approved, returns will be done in terms if store credits to the user
which can be used for the future purchases.

c. Price-match policy - Lenskart claims to provide eye-ware at the lowest cost and challenge
the user if they can find the same product in the lower price by comparing to Lenskarts price.
The hidden things in this policy are
1
-
i. All Claims will be processed (only) post the purchase has been made on the Lenskart
ii. For making the claim, the user has to send the competitor's website address along
with the product/price details within 48 hours of making the purchase on Lenskart.
iii. The products must be IDENTICAL. The product codes must match on both the
websites. Same product with different and color or size will not qualify for the
claim.
iv. All claims must be sent with complete details at pricematch@lenskart.com
v. Lenskart will take 3-4 business days to work on the claim and respond back to the
user.
vi. Claims will be valid only against a reputed Indian online retailer, no market places.
vii. All refunds are at the sole discretion of Lenskart.com and is subject to change at any
time without prior notice

3. Assortment - Portal offers a diverse range of assortment from both domestic and international
brands. Working on an inventory model Lenskart team works with vendors and the majority of its
business if from private labels. The team selects goods, design and stock them, the same is then
presented on the portal and delivered to the consumer at the best value. Products are assorted as
per category i.e. eyeglasses, power glasses, lenses etc. as per brands i.e. Oakley, Fast Track,
Gucci, Ray Ban etc. Further, each of the product/brand/category is sub-divided as per its gender,
colors and available customization. Supporting its sales promotions, Lenskart also have categories
like hot offers and summer collections also some low cost menu like 1-day offers, discounted
frames etc.

4. Convenience - Like all the leading eCommerce portals Lenskart also has operations 24/7/365,
wish list, comparing the products, reminder facilities for the out of stock products, preferences
and payment information gets saved once the user registers to the website.

What sets Lenskart apart are some of the unique convenience options they offer as below-
a. Try at home - User can select upto 5 frames at a time for trial, all 5 frames gets delivered
to the user to try in his home comfort and select one or more from them. The service takes
Rs. 1/- per order, as a verification charge
b. Home eye checkup - User has to pay Rs. 100/- for this service. It offers eye checkup
from a certified optometrist with all the equipment and service also brings 150+ frames to
users house to choose from.

1
Lenskart website price-match policy
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c. First frame free - This is unique program Lenskart run to attract more users to their
portal. The catch is they make frame free, but charge heavily for the glass.
d. Virtual frame try - Use can upload own photograph captured from the webcam and see,
how the frame will look on his/her own face
e. Doctor locator - Portal help user to find out the nearest ophthalmologist doctor
f. Buy only lenses - User can buy only lenses, Lenskart then picks up the frame from the
user, fits the lenses and return the fitted eye-ware to the user.
g. Offline store - Lenskart so far has 20 franchisee shops opened up which supports ground
operations and many of the virtual facilities of the portal gets replicated in those stores

5. Entertainment - From the articles and interviews of Mr. Peyush Bansal, founder Lenskart, it was
found that their mission of starting this portal was to have glasses on every face in India and
moreover it should be bought from Lenskart. They are definitely living upto their mission by
providing all the reasons for user to visit the portal and order an eye-ware of his/her choice.
In order to keep it fresh and entertaining following are some of the utilities portal offers-
a. Virtual studio - User can either select a model or upload/capture his/her snap and try the
whole range of eyeglasses and power glasses and search for that perfect look. User can
also share the snaps with the frame he/she selected on social portals and obtain their
friends feedback
b. 180 degree look - For each product portal offers 180 interactive display, where a model
wearing that particular glasses revolves 180 degrees with the mouse cursor.
c. Live chat - Portal has a sophisticated live chat option, with specific categories of queries
listed i.e. new order placement, product information, power related queries, order status,
web issues and suggestions.
d. Refer and win Rs. 1000 - User after his/her purchase (purchase compulsory) is asked to
refer the portal to friends and user gets a voucher worth Rs. 1000/- on the first purchase
made by the referred person
e. Whats app fun - User can take a snap of the doctors prescription mentioning power
glasses numbers and send it to the portal

6. Lenskart success and lacking grid-
Successes Lacking
a. Portals interactive utilities like virtual
studio, 180 degree display and customizing
of the glasses is really innovative and
praised by many customers in their
testimonials.
b. Portal currently sells 1000 frames per day
compared to 20 frames per day when it
started
c. Portals most business is from positive
word of mouth and referrals
d. Apart from metros tier-II and tier-III cities
are also responding well to the concept of
ordering eye-ware online
e. Eye-ware being mass product, huge range
of well organized assortment helps portal
cater to a larger audience, eventually
benefitted from the volume of the business
f. Inventory model ensures each product goes
through all the quality checks before
delivered to the consumer
g. Facilities like home eye check-up and
doctor locator showcase portals social
responsibility side
a. Complaint board has a long list of post-
purchase service issues with Lenskart
b. Broken frames and lenses with scratches is
resulting into lot of angry customers
posting their disappointment on social
portals
c. The portals customer grievance is too
complicated with the user being made to go
through department to department on the
phone or during the live chat
d. There is still a large chunk of audience
apprehensive about ordering eye-ware from
online due to size and fitment issues
e. Once a user orders the product, portal starts
sending out mails and text messages for
each stage update. This irritates the
customer who only wants his product
delivered properly and has no intention to
know what all portal does for fulfilling that
order
f. The eye - checkup service has lots of
limitations i.e. service is limited to 2
nd
floor
for non-elevator buildings which are not
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h. Portals return policy plays a vital role in
lowering the buying risk for consumers
explicitly told at the first
g. Power glasses numbers are often wrong