Sasha Chhetri, Lenskart, Marketing & Advertising News, ET BrandEquity

Sasha Chhetri, Lenskart

As the world continues to deepen its analysis of martech as a service, for eyewear brand Lenskart, it was more of a catalyst.

Lenskart had launched a campaign for its colored contact lenses and built it as a beauty campaign, focusing on female audiences. However, the martech tools deployed by the brand as part of different stacks showed them that the maximum number of buyers for the product were men!

ETBrandEquity caught up with Lenskart’s Associate Vice President, Marketing, Sasha Chhetri, who shared that after discovering this data, the campaign pivoted right in the middle of its run, with new faces.

“It was a fun learning experience. Once we get into deployment, I would say the area I use martech the most in is defining audiences. This is really the first and most important step because once you have this data, it allows you to rationalize and understand with some level of precision that this audience segment is definitely going to respond to this product,” a- she added.

Being a technology-driven company, martech was deeply embedded within Lenskart, Chhetri said while sharing his experiences with martech.

Edited excerpts:

1. How did you view Martech when you first discovered the concept?

I think the evolution of marketing is such that you always go where a customer is. And that was the natural evolution of marketing. I will say, however, that the point of acceleration was the pandemic.

Once the pandemic hit, martech became the norm. All businesses needed to pivot at that time and we needed to track where our customers were, who were 100% online.

So, as marketers, it’s only natural for us to say how am I going to delight my customer online today. So it was definitely a natural fit for us. So if you combine Lenskart’s technological background with its commitment to customer delight, you get martech.

2. What was the way forward to ensure customer delight using martech tools?

One of the most important things we did was look at our consumer and ask ourselves how can we improve that experience.

What really helped us here was the CRM. So martech has just been incredibly amazing in terms of enriching CRM journeys because at this point the level of personalization that we’re able to do with our consumers when we interact with them, we know what their relationship is to our brand, within the entire universe of the brand.

We are able to answer questions like what did they like? Did they like the article on contact lenses? Or the article on sunglasses? Which one did they fly over the most? Which one went in their basket? Finally, what went into their cart but didn’t reach checkout? So we’re really able to customize our CRM journeys for them with martech.

3. What have you observed in terms of customer loyalty, by building the CRM journeys?

Thanks to GoKwik, we have increased our COD offer from 40% PIN codes to 95%. This resulted in an 8-10% growth in conversions.

Along with this, we integrated the AR feature which helped customers to see in real time what they would look like in a particular setting. So, being ahead of the curve in deploying such martech capabilities, has contributed significantly to customer retention.

4. And what about the learning curve in the martech journey, what were your observations there?

One of the biggest challenges that cuts across any kind of experience or any kind of business that we try to do, when it comes to involving martech, is that sometimes we tend to rely a little too much on data. . At this time, we only look at the figures and we sometimes forget what the communication is or what the brand’s relationship with the customer is.

The other thing to be aware of is that there are so many new and exciting things coming now. Technology has made so many new experiences possible. So, sometimes for marketers, searching for that new experience and falling in love with the shiny new tool can become a distraction.

5. What does the promotional mix look like? Are new age techniques driven by martech playing a bigger role?

Absolutely. Again, because that’s what our customer responds to the most, the consumer who enjoys the Lenskart experience, who comes on explorers, who uses AI, they’re 100% digital, they’re always online . And that’s the experience we strive to give them as well.

Click here to check Martech Asia Summit 2022 details.

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