How Lenskart bridges the gap between offline and online retail?

Lenskart is India’s biggest optical retail store chain with over 500+ offline stores catering to 70+ cities in the country. With an annual turnover of over 480cr, Lenskart is one of the biggest and most successful startup stories in recent years.

Lenskart has adopted an omnichannel strategy of sales – unifying the retail store and online shopping experience. Endless aisle has pivoted the success story of Lenskart giving the customers infinite options to choose from and resulting in customer delight.

What does that mean for the end shoppers?

Endless Aisle is a strategy that enables eCommerce brands to seamlessly integrate offline and online retail.

Suppose, Peter went to Lenskart’s website to buy red frame spectacles. He searches for those red spectacles and chooses the most suitable model from the search results and places an order. After a couple of days, the spectacles are delivered to Peter’s home. 

What if Peter had gone to the physical store in the city? In the store, the salesperson would have either assisted the shopper with finding the right product from off-the-shelf or have searched for the product in their online catalog of products. 

In both instances, product discovery becomes pivotal for showing customers the relevant products, fastening the purchase process, and enhancing the overall online shopping experience. 

In both the purchase journeys, it’s made sure that Peter goes through a smooth and uniform experience. Hence, bridging the gap between the online and offline retail shopping experience. 

Endless aisle is a brilliant strategy which makes for seamless customer experience as well saves cost in inventory and supply chain management as well. 

In such a scenario, the ability to find the most relevant product for each customer in the fastest time possible is extremely important, as the search functionality of the website is heavily used – both while shopping online (by the end customer) and offline (by the retail salesperson). Having a brilliant AI and ML-driven search which understands the user’s intent and personalizes the results at a shopper level, automatically increases the overall conversion rate by a huge margin. 

Unbxd works with Lenskart to just deliver that kind of experience. 

“We at Lenskart are bridging the gap between the online and offline retail shopping experience. This requires us to ensure that our shoppers are able to find the products at the convenience of their homes or our retail outlets. This is where Unbxd with its comprehensive and relevant search results solution has made the product discovery and selection super simple for the shoppers and our in-store sales assistants.”, says Dhruv Wali, Head of products at Lenskart. 

How Unbxd helps Lenkart power its Product Discovery?

Unbxd integrates very closely with the Lenskart interface to enhance the seamless experience between offline and online, ensuring shoppers are able to see and buy the most relevant product every single time they visit Lenskart. 

Dhruv adds, “Unbxd easy integration and product enhancements made us believe quite early in the value we derived out of an AI-powered search solution. Easy to use dashboard with meaningful business insights, good technical understanding of the complex use-cases and prompt customer service has kept us engaged with Unbxd. In fact, that’s the reason we went on with Unbxd during our launch with a fresh site in Singapore, as well.”

AI and ML-Driven Search 

Lenskart deploys Unbxd’s AI-powered Site search to provide the best in class online experience to high intent customers. It also enables the process of product discovery and selection for its active retail salespeople (in the store). Unbxd provides personalized search results to each search query based on the user behavior and reading the shopper affinities, using AI and ML algorithms. Each user gets unique results in their search queries, which is based on a variety of signals and data points that Unbxd studies over a period of time. 

Combined with this personalization, the site search also shows smarter results by way of autocorrection of mistyped queries, looking for contextual synonyms and prediction while users type the search queries in real-time. This responsive interface is key to Lenskart’s stellar customer experience for end customers searching on its website, providing instant gratification, and for retail salesperson which enables them to recommend the most relevant product to a shopper in the least turn around time possible, reducing customer waiting time.

(You can also read how retailers across the globe are leveraging AI to build a brilliant customer experience.)

Out-of-the-box Merchandising 

Lenskart maintains a catalog of 6000+ SKUs at any given time. When a user searches for a particular item, there are a lot of products in that  catalog that will match exactly with the specified search queries. While our AI and ML models show the most relevant product to the shoppers, our slick and smart merchandising techniques allow Lenskart to tweak these results based on the business needs. 

From not showing Out-of-stock products to pushing behind the models that are out of fashion – these merchandising filters give Lenskart the ability to prevent shoppers from getting confused.  Lenskart also manufactures its own eyewear under the brand names Vincent Chase and Jacobs and uses these merchandising features to push home-brand products up. This way Lenskart is able to push the most relevant and high converting products to the top. 

Trending and Popular Search

For every fashion retailer, it’s of paramount importance that they remain up to date with the ever-changing market trends. Lenskart invests a lot in identifying the current fashion trends in the market which helps them identify potential products that will sell more and faster.

Technologically, these constantly changing trends are tracked and reflected in the search and home page of the website, providing an easy incentive to purchase for shoppers. Irrespective of a new vs repeat shopper, the experience is fine-tuned for each individual shopper.  The same experience is captured in the Typeahead or Autocomplete feature on the website, what we call Autosuggest.

Search using model code 

The search on Lenskart is used by end-users shopping at the convenience of  their homes as well as by the retail salesperson serving the needs of an in-store shopper. The  salesperson has  a greater knowledge of the various inventory available and can by virtue of experience, pinpoint products by the exact product code. However, that is not the case with end shoppers like you and me.

It’s always essential to not ignore human intelligence and capabilities and be overly dependent on technology. But clearly that can go for a toss if we are dealing with Alphanumeric product codes. Lenskart’s search powered by Unbxd allows the retail salesperson to search exactly for products by model codes. Faster response to the in-store shopper guarantees a higher chance of a purchase! 

Lenskart has developed a harmonious medley of AI and ML technology with human intelligence and decision-making capabilities to provide the best-in-class and uniform customer experience across offline and online verticals with the help of Unbxd.

On 29th July 2020, Ramneek Khurana Co-Founder at Lenskart and Prashant Kumar, Founder at Unbxd get together for an insightful virtual fireside chat on how Lenskart effectively bridges the gap between offline and online retail. You can save your spot here to attend the chat!

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