Professional Documents
Culture Documents
PROJECT REVIEW
PROJECT SCOPE
▪ Increasing sales of a store (sector 31 Gurgaon) by assortment &
inventory rationalization based on Catchment & Competition
▪ Customer Journey in the store
▪ Ideal assortment of eyewear based on sales & loss of sales
Support to category
1. Assisted in new model / concept
developments
2. Developing Kids range
3. Various decks for store communication
THROUGH PROJECT DELIVERABLES
6
CONSUMER SURVEY
▪ Two Stages
I. Consumer buying behavior in Eyewear
▫ Sample Size-400, Age 18-45yrs, residing in Delhi
NCR
II. Consumer Journey map at Lenskart
KEY TAKEAWAYS
▪ Respondents- 57% females & 43% Males
▪ USAGE-
▫ Prescription eyewear- 57%
▫ Non prescription eyewear- 22%
▫ Contact lenses- 21%
▪ Top 3 Eyewear brands-
▫ Titan(260)
▫ Lenskart (178)
▫ Vogue(141)
▪ 87% of the sample size are already Lenskart customers
8
KEY TAKEAWAYS
▪ Top 3 factors affecting purchase decision(In the following
order)-
1. Frame Style(Shape)
2. Product Fashionability
3. Brand
▪ Factors affecting shopping experience(In the following
order)
1. Customer Service
2. After Sales Service
3. Variety Available,
4. Product Fashionability
5. Store Ambience
9
DECISION MAKING &
STAGE AWARENESS ENGAGEMENT PRODUCT DELIVERY AFTER SALES SERVICE
PURCHASE
Hears from friends or
Compare & Evaluate Shortlisting products & Receive or Pick-up Shop Again, Share
CUSTOMER ACTIVITIES family,TV Ads, Print
Alternatives Placing an order the product experience
Media & Social Media
Repeat Good
Receive a good
Effortless & Seamless experience or faster
CUSTOMER GOALS Find the best option quality & Defect free
shopping experience resolution of
product
grievances
Word of mouth,
Customer Care
Word of mouth, Digital Retail Stores, Brand Store Staff or
TOUCHPOINTS Sales Staff & POS Executive and sales
& Social Media website, Digital & Delivery executive
staff
Social Media
Requires effort but Satisfied or Delighted or
EXPERIENCE Intrested & Curious Lengthy Process
excited Dissatisfied Disappointed
Make products to
match expectations Customer retention,
Make customer Aware To increase customer
BUSINESS GOAL Increase the footfall &Timely delivery of Turn customers into
of the brand presence conversion rate
the product in a brand advocates
good condition
Delivery time,
Footfall, Ratio of waiting time,
KPIs No. of people reached new to repeat ASP,ACV & Conversion % Returns & NPS
customers exchanges, Product
reviews
12
EXCLUSIVITY
LENSKART TITAN
▪ Brands-Vincent Chase & ▪ Brands Titan, Fastrack &
John Jacobs are exclusive Dash(Kids) are exclusive
to the brand to the brand.
▪ The retailer also houses ▪ The retailer also houses
brands-Carrera, Rayban, brands-Bolon, Tommy
Oakley, Fossil & Vogue Hilfiger, Maui Jim,
Rayban, Carrera,
Disney, Vogue, Polaroid
& Nike.
13
PRICE
▪ LENSKART ▪ TITAN EYEPLUS
▪ For the private brands the ▪ For the private brands the
price range in 999-6500 INR price range is 1000-4000
INR
14
BREADTH & DEPTH
BREADTH & DEPTH (LENSKART)
BREADTH & DEPTH (TITAN)
RECTANGLE
14% 7% 3%3% AVIATOR
6%
ROUND
3% 10% CLUBMASTER
0%
3%
SQUARE
ROUND
15% CLUBMASTER
SQUARES
65%
AVIATOR
RECTANGLE
71%
CATEYE
CATEYE
AVIATORS 15 45 0 55
RECTANGLES 27 40 50 10
SQUARES 20 50 40 10
CAT-EYE 15 60 15 25
ROUND 23 40 45 15
TOTAL CONTRIBUTION 47 30 23
16
THROUGH PROJECT DELIVERABLES
18
Discussion Table
VC walls
Clinic Area
Cash Till
JJ walls
Branded
Contact Lenses
Creatives
19
OBSERVATIONS & RECOMMENDATIONS
▪ More visible area is occupied by JJ brand
& Branded category
▫ Ok if it is the brand guideline for the
store, however the staff then needs to
showcase VC eye to the customer a
little better
▪ Non optimum usage of retail space
▫ The space can be converted to wall
display
20
OBSERVATIONS & RECOMMENDATIONS
21
OBSERVATIONS & RECOMMENDATIONS
▪ No clear dedicated section for Kids Eyewear
▫ Kids collection should be displayed with a proper section
header to avoid confusion
▪ VM guidelines not followed for displaying products
▫ Checklists to be introduced for the following
1) Housekeeping
2) VM
3) Uniform
22
OBSERVATIONS & RECOMMENDATIONS
25
OBSERVATIONS & RECOMMENDATIONS
▪ Customers asking for extra Eyewear
cases
▫ Eyewear cases can be
introduced as a product
category
▪ Store staff not pitching VC brand to
the customers looking for an
economical option.
▫ Enhance customer experience
through “Customer Excellence”
26
CUSTOMER EXCELLENCE
3. PROMOTE THE
1. FOCUS ON THE IDEAL 2. REBUILD THE MODEL CUSTOMER EXCELLENCE
CULTURE
• Retailers try to appeal to a • Thinking deeply about the
diverse audience that question of how to “sell • Through Retail Excellence
dilute the experience and effectively?” • Corporate ethos linked
appeal strongly to • In a category where the directly with the brand
nobody. product is emotional, the identity and embraced at
• Focus on the fans, and store, the sales associates the highest executive
the rest will follow. and the digital experience levels
• For example- should all work together to • For example- Nordstrom
Abercrombie & Fitch elicit this emotion.
• For example -Apple
27
THROUGH PROJECT DELIVERABLES
29
TRENDS RECOGNIZED-IN SHAPES
Geometrical Shapes
Bridgeless Opticals
Rimless Glasses Retro Inspired
33
TRENDS RECOMMENDED
▪ Oversized frames
▪ Frameless designs
▪ Geometrical Shapes
▪ Novelty Shapes
▪ Retro inspired designs
▪ Bridgeless Opticals
▪ Bold tones, Monocolors & Translucents
▪ Refined Aviators
34
KIDS COLLECTION
35
CATEGORIES-AGE
PRE-TEENS (9YRS-12YRS)
SIZE : 44-45 TEENS (13YRS-16YRS)
SIZE : 46-47
MOST SELLING SHAPES & MATERIAL
SHAPES MATERIAL
ROUND
ACETATE
RECTANGLE
PLASTIC
WAYFARER
TR90
BUYING PARAMETERS
KIDS (3+YRS)
ACETATE 0 0 3 3 0
TR90 0 8 22 4 0
TOTAL 0 8 25 7 0 40
KIDS (5+YRS)
ACETATE 9 6 18 4 8
TR90 7 0 35 0 4
TOTAL 16 6 53 4 12 91
KIDS (8+
YRS)
ACETATE 8 0 15 0 0
TR90 3 0 35 3 4
TOTAL 11 0 50 3 4 68
GRAND
TOTAL 199
ASSORTMENT
SUMMARY(DESIRED)
AGE MATERIAL MODELS CATEYE OVAL RECTANGLE ROUND WAYFARER UNISEX GIRLS TOTAL PIDS
2 1 0 0 1 0 4 4 8
TODDLERS ACETATE
TR90 4 1 1 1 1 0 12 4 16
FLEX 4 0 1 1 2 0 12 4 16
4 2 0 1 0 1 8 8 16
KIDS ACETATE
TR90 4 1 0 1 1 1 12 4 16
FLEX 4 0 1 1 2 0 12 4 16
11 3 0 3 2 3 30 14 44
PRE-TEENS ACETATE
TR90 11 2 1 2 4 2 32 12 44
FLEX 4 0 2 1 0 1 12 4 16
7 3 0 2 1 1 16 12 28
TEENS ACETATE
TR90 7 1 1 1 2 2 24 4 28
FLEX 2 0 1 0 0 1 6 2 8