Bangalore, December 13, 2023 — Lenskart, the eyewear giant, has unwittingly become a trailblazer in the realm of omni-channel retail, transforming from digital ignorance to pioneering success. In a candid conversation with Ashish Dhir, Executive VP at 1Lattice, during the Internet Commerce Summit 2023 in Bengaluru on December 12, Ramneek Khurana, Co-founder of Lenskart, shared the brand’s remarkable journey of accidental innovation.
Khurana revealed that the term “omni-channel” wasn’t part of Lenskart’s vocabulary until the years 2015-’16 when investors approached them, describing Lenskart as an omni-channel platform. This revelation was the catalyst for Lenskart’s unplanned but groundbreaking foray into omni-channel retail.
“Our omni-channel journey was very simple. We started Lenskart as an online platform because that is the easiest and most cost-effective way to figure out our journey,” explained Khurana.
The shift to omni-channel was prompted by the brand’s response to fundamental consumer concerns. Initially operating as an online platform, Lenskart observed challenges such as customers hesitating to make purchases due to uncertainties about frame fitting, appearance, and prescription issues. In response, Lenskart initiated a unique omni-channel strategy, starting with a few physical stores.
“We stumbled upon it, but were prompt in addressing the consumer problems,” Khurana added.
Lenskart’s transition from online to offline was marked by innovative solutions. The brand introduced features like infinite trials and omni-channel returns, addressing the specific pain points that hindered the online shopping experience. Unlike traditional retail approaches, Lenskart’s journey involved moving from online to offline, bringing products not present in stores to consumers’ attention.
Khurana shed light on Lenskart’s evolving omni-channel strategy, emphasizing the crucial role of Artificial Intelligence (AI) and Machine Learning (ML). The brand leverages these technologies to tap into regular CCTV footage across stores, obtaining valuable insights into customer behavior and decision-making processes.
Discussing the ongoing evolution of their strategy, Khurana highlighted the use of AI and ML to study the online conversion funnel. This includes understanding demographics, time spent on product selection, and various other factors aimed at making the customer journey frictionless.
The brand aims to bridge the gap between online and offline experiences, bringing online features into the offline shopping journey and vice versa. By deploying AI and ML, Lenskart aims to provide personalized assistance based on anonymized data from millions of purchases.
Khurana concluded by acknowledging Lenskart’s commitment to unlocking new data use cases, making the brand adept at collecting and utilizing data to enhance customer experiences. This accidental revolution from digital ignorance to omni-channel mastery positions Lenskart as a formidable player in the eyewear retail landscape, rewriting the rules of engagement in the industry.
