Lenskart
Customer Decision Journey for Lenskart
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Triggers
Newspaper
Radio
Blogs and Influencers
Saw a friend wearing a cool frame
Youtube
Discounts/ Offers
Saw a store in the mall/ local market
going on a vacation (needs sunglasses)
came across an Instagram photo of a competition brand
Availability of eyewear brands on a rewards platform like CRED
existing glass breaks down
replacing existing glasses
eye strain, dry eyes
Target User
First-time users (but having knowledge of online shopping experience).
Users of either Lenskart or of any its competitors.
Users who prefer buying specs in-store than online
Initial Consideration Set
What are the choices available/right now/later/closer to home/ further away/proximity
ETA for online delivery
Price
Options for customisation for the frames
Options for virtual try on
visit the app/website to set up virtual try on option
At home try on
Options of customisation for lens (getting accurately made glasses)
Eye testing at the store itself
Friend/Family recommendation
Last seen advertisement/ Brand generated content/user generated content
Past experience: not good
Attractive placement and merchandising at store
What I want is not available right now where I am
Online/ Offline customers reviews and recommendations influence the choice of brands
Experience in store
availability of multiple payment options/ ease of payment
Easy EMI option at POS
In-store safety (covid)
ease of exchange and refunds
Personalised Reccomendations at store
past experience: good
Value for money
Eye testing at home
Eyewear features
Color options
in trend designs
availability of a range of brands
Active Evaluation (Shortlisting)
Moment of Purchase
Sampling with an intention to "try"
Brand intervention across channels
push notifications
in-app inbox
email campaigns
SMS/ Whatsapp notification
native banners in-app
price/ promotion
sale section/tab of the website or the app, physical banners
ease of financing
returns policy
remarketing campaigns (google display ads)
easy next day doorstep pickup, no questions asked returns
in-store enquiry
Service in-store
Brand intervention
Attractive Point of purchase marketing collateral
hidden costs/ tax
Decision to delay purchase/ expectation of a better price/ value
damaged goods/ packaging
pre-buying remorse
New information regarding the brand/ complain/ yelling
Post purchase
Social Proof-
no. of last purchases of a product
number of items remaining
influencer driven review
testimonials
brand mentions in news
Packaging: Satisfaction
Satisfaction of needs
Need to return
eyes watering, lead to headaches
buyer remorse- found the same pair at a cheaper rate, expectation mismatch
product deteriorating-glass and frame scratches, twisted frames
comparison with previously owned product
peer approval
ease of use and storage across different use cases- while driving, while working out etc.
Exceeded expectations
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Repurchase
Loyalty Loop
urge to monitor eye health
need to purchase for friends and family
TP1: visit to the doctor/ seek recommendations
TP2: search nearby eyewear stores, search on google
TP3: look for repairs at nearest eyewear store
TP4: search local mall, search online
TP5: asked for recommendation, looked it up online
TP6: on affiliate link to visit online store
TP7: scanned QR code, checked for nearest lenskart store
TP8:downloaded lenskart app
redirected to lenskart website
visited specific pages/ filtered out views of website
visited in-store
studied comparison on quora
reading more about it on the reward product page
size/weight of the frame
going to the ALL BRAND category section
ease of checkout (ONLINE)
social integrations on app/website, eg: celebrity spotted wearing
Apply color filter, chekcing out specific aisles of the store
read product description
lenskart personnel comes with testing equipment
do brand research about the quality, experience / ask friends who have used before
experience by sale personnel: pitching the eyewear, use-cases
product knowldege of sales personnel, free eye checkup
ability of shipping to my location
look for alternate eyewear brands
look for the same product/ experience
visit the offline store
lenskart personnel coming with range of frames
visit the app: look for customisation options on the app or ask the sales personnel
compare similar frames's prices on various sites or by visiting the mall or a few different eyewear stores
search on google maps about the nearest eyewear store
check for ETA, express delivery on app
call the store to check if they have a eye testing facility
TV ad
social: Instagram/Facebook
radio ad
magazine ad
visit the store
click on review link and go to product page
look up/ call to ask hygeine standards/safety measures in store
look up exchange policies in app/ website/ call to ask in store
various payment options, number of steps to checkout,
mentioning a detailed product description and specification, providing alternatives to that size by a 'you may also like' section for better choices
at home free frame trials
POS EMI
enquiring to store personnel about the durability of the frames, returns, exchanges, warranty, all the product related questions
conversation with store person
having a small declaration about the return policy on the checkout page and at the cash counter, visible at LOS (line of sight)
limited time offers. Buy now, pay later options.
Point of purchase displays
all questions addressed, being greeted well and hospitable attitude of the employees
push notification upon exiting the app after reaching the checkout page/ Comms to win back the user based on where they have fallen out in the user journey.
an all inclusive price offering- highlighted on the company page/ in-store, marketing communications highlighting "no hidden prices guarantee"
No questions asked free replacement and return
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- About- Deepika spends most of her time reading news, social media, playing games, videos, working. She is more into online shopping as she can get quality, multiple options, better comparison, refund and return policy. She also believes in modern trends and fashion and changes her sunglasses every 3 months. Looks for something cheap yet of quality.
- Works in an IT firm.
- Salary: 8LACS per annum.
- Location- Bangalore
- Age- 28 Y.O. bachelor.
- Name- Deepika
trials in store
in-store returns
exchange policy
in-store exchange/ online exchange. checking out the T&C page of the website
searching in the web for comparisons
Blogs (comparison blogs) / forum posts (Quora)
social sharing options of the purchase on website/ apps
Ensuring lowest price guarantees/ best price guarantees. eg:Makemytrip
Doorstep pickup within a valid number of days
reusable packaging, conscious or environmental friendly packaging
quick request for ratings and comments about the recent purchase on the app or through SMS
Easy access to the customer support staff
easy exchange of the same or choice of a different product
additional accessories for storage and upkeep of the product
needs a new pair or glasses/sunglasses/ old pair breaks
visits the app/ visis the store
regular eye-checkup on a subscription plan
discounted offerings using a loyalty program
Loyalty generating triggers
follow on social media
Post on social media
Recommending to others online/offline
Write to write/ contact/ offer feedback to the brands
switching from glasses to lens
assessing the difference between glasses and lens using google search or calling up the store to ask
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