E-commerce Trend - Today, all sort of Electronics items & accessories, Fashion items, Watch, Footwear, Healthcare & Herbal care, Jewellery, Bags, Perfume, Sunglasses, Books, Stationery, Home & Kitchen Appliance, Sports items and many more are “Available Online” across the globe. Now, Eyeglasses, contact lenses are also available online in wide range…
Lenskart.com (parent firm Valyoo Technologies) was founded in 2010 and forayed into eyewear market. Recently, it has been introduced TVC campaign which is being endorsed by bollywood star Mr. Purab Kohli and educate about lenskart.com along with highlighting price.
Television Commercial: - https://www.youtube.com/watch?v=qVvu6xRqSS4 (Launched a year ago)
Total Eyecare market in India: - INR 21000 crore appx.
Lenskart is offering unique services where same can be USP/strength of Lenskart.com. Services like:-
(1) Get an appointment through online for Eye-check up at your doorstep
(2) Try before buy: - Select up to 5 frame and get it at your door step then you can decide final.
(3) Virtual Eyewear studio: - you can try frame on your face (Few rival companies are also providing this service)
(4) Replace old eyeglass and get new pair of eyeglass
(5) Invite & Refer to your friend about Lenskart & Earn INR 1000 on 1st purchase of your friend
For more information: - http://www.lenskart.com/our-services.html
And many more can include. If you will analyze details of rivals, you will not find such unique services offering by Lenskart. For, Lenskart it must be significant to fulfill services satisfactorily in order to build brand equity because ‘Service’ is itself brand image of Lenskart. Consumer can identify brand only because of satisfied services.
Another good strategy is that Lenskart has also been incorporated corporate consumer’s testimonial where consumers are belongs to top management level and they have given their review in order to get trust. http://www.lenskart.com/ (You will find review at bottom of home page)
In E-commerce, overall I did analyzed that most substantial & challengeable part is to “Convince and Convenience”. It is not easy to ‘convince’ consumers through online, therefore companies are offering various services as well as input trustworthiness elements apart from price & quality and trying to convince by eradicating risk factor. Whereas today consumers are looking for abundant ‘convenience’ apart of brand, quality & price. And, majorly consumers are buying likely (age group 18 to 35 years) various products through online. Today, E-commerce trend is growing because “Convince & Convenience” are being balanced.
Convince + Convenience = E-Commerce!