DISTRIBUTION

CHANNEL
ANALYSIS
Professor:- Dr. Saurabh
Mishra
Saanvi Thakur 2306133110071
Naman Agarwal 2306133110039
Niharika Dalmia 2306133110016
Sumit Bansal 2306133110069
Reena Gupta 2306133110054
Srishti Mishra - 23061331100
Meaning
A distribution channel is the path through which
goods or services move from the producer to the
final consumer. It can be direct (manufacturer to
consumer) or indirect (involving intermediaries like
wholesalers and retailers). It helps ensure product
availability, market reach, and efficient sales.
 Importanc
e
Ensures Product Market Expansion & Reach
Availability
• Ensures goods reach consumers • Helps businesses reach a broader
on time and in the right quantity audience by making products
available in multiple locations.

Cost Efficiency Faster Delivery & Logistics

Management
• Distribution channels streamline
• Reduces operational costs as
supply chain management,
companies do not need to invest
ensuring quicker delivery.
in warehouses and logistics.
 Importanc
e
Risk Mitigation Competitive Advantage
• Intermediaries take on risks • A strong distribution network
related to inventory, theft, gives an edge over
or damages. competitors by ensuring
better product availability.
Lenskart and
it's
Manufacturi
Lenskart is India’s leading eyewear brand, known

ng
for its affordable, high-quality glasses, sunglasses,
and contact lenses. It operates on an omni-
channel model, combining online platforms with
offline retail stores for a seamless customer
experience.
Lenskart and
it's
Manufacturi
Manufacturing and it's Supply

ng
•
•
Chain
Factory: Bhiwadi, Rajasthan
Technology: AI-powered robotic lens cutting & fitting
• Materials: High-quality acetate, titanium, TR90
• Sourcing: Raw materials from Italy, Germany, China
• Logistics: Centralized warehouses & express delivery
 Lenskar
t
Current
Distribution
Channel
Online Offline Direct to
• WebsiteChannels
& Mobile App – Customers
• Channels
Retail Stores (2,000+ locations) • Consumer
No middlemen, lower costs –
can browse, customize, and
purchase eyewear conveniently.
– Physical stores in malls, high Direct manufacturing and
streets, and tier-2/3 cities. sales keep prices
• Virtual Try-On (AR Technology) – • Franchise Model – Expansion
competitive.
Allows customers to check how through partnerships with
frames look before buying. entrepreneurs.
• Kiosks & Experience Centers – • Personalized Offers &
• Home Eye Check-Up Services –
Small pop-up stores in high- Customer Data Analytics – AI-
Optometrists visit customers' homes
for eye tests. traffic areas. driven recommendations
Strength Strong Omni-Channel
Presence
of Current
• Seamless Online & Offline Integration – Customers can
shop online, try frames virtually, and visit physical stores
for fitting with 2000+ stores expanding to metro cities

Distributio Advanced Technology & Digital

Innovation
• Virtual Try-On (AR Technology) – Allows customers to

n Channel
check how frames look before buying.
• AI-Powered Personalization – Uses customer data to offer
personalized recommendation with automated
warehousing
Efficient Supply Chain &
Logistics
• In-House Manufacturing (Bhiwadi, Rajasthan) – One of
Asia’s largest eyewear plants
• Strong Delivery Network – Collaborates with BlueDart,
Delhivery, and others for fast last-mile delivery.

Cost Efficiency
• No Middlemen – Own manufacturing and
retailing keep costs low and pricing competitive.
• Subscription & Membership Programs –
Lenskart Gold Membership provides loyal
customers with exclusive discounts, increasing
Weakness Limited Offline Presence in Some
Areas
of Current
• Despite its online dominance, Lenskart's physical
store network is not as widespread as traditional
opticians, especially in smaller cities and rural

Distribution [Link] limits accessibility for customers who

prefer an in-store experience before purchasing
eyewear.
Delivery Delays & Logistics
Channel Challenges
• Customers often report delays in delivery,
especially for prescription [Link]
eyewear requires precise manufacturing and
fitting, the delivery timeline can be longer
than competitors offering instant in-store
purchases.
After-Sales Service
Issues
• Adjustments and repairs are harder for
online customers, as they need to visit a store
or rely on customer support.
 Proposed
Channel
Distribution
Lenskart Smart
Kiosks
• Lenskart can introduce Al-powered self-
service kiosks in high-footfall areas like
malls, metro stations, airports, and office
complexes.

Key Features of Lenskart Smart

Kiosks:
• Virtual Try-On with AR: Customers can try
different frames using Al-powered face scanning.
• Prescription Upload & Digital Eye Test: Users can
scan/upload their prescriptions or take a quick
digital vision test.
 Key Features of
Lenskart Smart
Kiosks
Instant Purchase &
Payment:
• Integrated with UPI, credit/debit cards,
and BNPL (Buy Now, Pay Later) options.

Express Pickup or
Delivery:
• Customers can either pick up their selected
eyewear from the nearest store or opt for
doorstep delivery.
Personalized Recommendations:
• Al suggests frames based on face shape and
past preferences.
 New Channels for
distribution
0 03
1 02 04
E-commerce
Partnerships Pop-Up
Stores Social Media
Collaborating with Subscription Opening pop-up stores in Commerce
Model
platforms like Amazon A subscription service
malls and airports
Selling directly through
and Myntra can expand offering regular lens or provides physical
social media platforms
Lenskart’s reach to a eyewear deliveries would touchpoints for customers
like Instagram and
wider audience, cater to customers to try and buy eyewear,
Facebook allows Lenskart
leveraging established needing frequent boosting offline
to target younger, tech-
customer bases for more replacements, creating engagement.
savvy customers through
sales. recurring revenue. integrated shopping
features.
New Channels for
distribution
Justificatio
n
Lenskart’s new distribution channels offer strategic growth
opportunities. E-commerce partnerships with platforms like
Amazon and Myntra expand reach to a broader audience with
established customer trust. The subscription model ensures
recurring revenue by catering to customers needing regular
eyewear replacements. Pop-up stores in high-traffic areas
create physical touchpoints for customers to experience the
brand firsthand. Lastly, social media commerce allows
Lenskart to engage younger, tech-savvy customers through
integrated shopping features, boosting sales directly on
platforms like Instagram and Facebook.
 Compariso
n
Current
Online Store
Distribution
Physical Retail Offline Marketing
Lenskart offers convenient online Storesprovide
In-store locations Television ads, billboards, and
shopping with a wide product personalized assistance, product collaborations with optometrists
range, virtual try-ons, and home trials, eye tests, and fittings for boost brand visibility, attracting
delivery services. customers seeking in-person customers to both online and
experiences. physical stores.
 Compariso
n
Proposed
Pop-Up Stores
Distribution
Subscription Model E-commerce
Temporary stores in high-traffic Offering regular eyewear Partnerships
Lenskart can expand reach by
areas engage customers directly, deliveries ensures recurring partnering with platforms like
allowing product trials and revenue and customer retention Amazon and Myntra for wider
increasing brand visibility. with personalized lens and frame customer access and convenience.
options.
Conclusion
Applicatio
n
Lenskart can integrate e-commerce
partnerships, offer a subscription model,
establish pop-up stores, and use social media
for direct sales, expanding reach, customer
engagement, and brand visibility across
diverse platforms.

Implementati
on
Implementation involves collaborating with e-
commerce platforms, setting up subscription
services, identifying key pop-up locations, and
enhancing social media shopping features,
ensuring efficient operations, targeted
marketing, and improved customer
experience.
THANK YOU
FOR YOUR
ATTENTION