Pavan Challa from FourEyes.ph talks about How Digital got him off the streets from DigPH: Big Digital Ideas for Small to Medium Businesses (April 22, 2015)

1. How digital got me off
the streets!
A Startup’s Perspective

2. What is Four Eyes ?
Home Try-On
Virtually Try-On Glasses
Try On up to 5 pairs from
the comfort of your
home with free shipping
nationwide
Premium Eyewear at Affordable Prices – PhP 1,995 for frame lens and
shipping

3. Visit pigeonhole.at!
Enter DIG0422 as pass code!
“How did you purchase your latest pair of
eyewear?”!
TIME FOR A POLL!!

4. • No distribution Channels
• Low capital for infrastructure
• Less than 2 employees
• Low marketing budget
• Powerful retail giants as
competition
How we started

5. Why we decided
to go digital

6. Digital boosts customer experience
Low Setup Costs
Better Brand
Engagement
Personalized
User Experience
Nationwide
access for lead
generation
Customer
Success
(measurable)

7. Our Growth
We currently have 400+ SKUs of spectacles and
sunglasses.

8. Our Growth
Start of Digital
Marketing
(Facebook, Google a
nd Mobile)
30% Growth every Q
uarter
5000+ glasses sold

9. How we
challenged the
giants

10. Digital gave us the advantage
How can we WOW our
customers ?
• Consumer feedback KPI – Net
Promoter Score, Avg. time
spent by customer on product
pages
• Brand Story, theme and
Experience
• Personalization of shopping
• Virality through Social Sharing
of content
Conversation
User Experience
Engagement

11. Landing pages for lead generation
Unified Customer Experience
Social Media
Customer Support

12. Mobile Overview
11% of Filipinos
bought something
online from a mobile
recently
43% of Four Eyes
customers are mobile
& 18% are on tablet
9.2 Million active
Social Media
Accounts
42% of the mobile
connections have
either 3G or 4G
Source: Digital, Social & Mobile in 2015 by Simon Kemp!
Average Daily
Use of
internet Via a
mobile Phone
– 3H 19M

13. Campaign: “Visit our mobile store to find the perfect
pair of glasses for you at affordable prices
#foureyesph”
• UTM Tags were included to track customer activity
• Increased mobile engagement by 50% from the
previous month
• Reduced user acquisition cost by 20%
SMS Marketing Campaign
Our Focus – Awareness, Acquisition & Engagement

14. • Have a digital marketing
strategy
• Know your customers and
your competitors
• Set the objectives (Signups,
Enquiries, Visitors, Calls, etc.)
• Measure the success and
failure or channels/
campaigns
Grow like a startup on steroids
Has the channel
been successful ?
Yes
Add more budget
to this channel
No
Stop funding this
channel & look for a
better converting
channel

15. • Newsletters (No Cost)
• Social Media Content (No Cost)
• Targeted SMS campaigns
• Re-Marketing with Google
Best Converting Channels
Content is still King

16. Thank You!
Pavan Challa
Co-founder & CEO
Four Eyes
pavan@eyeron.org