SlideShare a Scribd company logo
How digital got me off
the streets!
A Startup’s Perspective
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
Visit pigeonhole.at!
Enter DIG0422 as pass code!
“How did you purchase your latest pair of
eyewear?”!
TIME FOR A POLL!!
•  No distribution Channels
•  Low capital for infrastructure
•  Less than 2 employees
•  Low marketing budget
•  Powerful retail giants as
competition
How we started
Why we decided
to go digital
Digital boosts customer experience
Low Setup Costs
Better Brand
Engagement
Personalized
User Experience
Nationwide
access for lead
generation
Customer
Success
(measurable)
Our Growth
We currently have 400+ SKUs of spectacles and
sunglasses.
Our Growth
Start of Digital
Marketing
(Facebook, Google a
nd Mobile)
30% Growth every Q
uarter
5000+ glasses sold
How we
challenged the
giants
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
Landing pages for lead generation
Unified Customer Experience
Social Media
Customer Support
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
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
•  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
•  Newsletters (No Cost)
•  Social Media Content (No Cost)
•  Targeted SMS campaigns
•  Re-Marketing with Google
Best Converting Channels
Content is still King
Thank You!
Pavan Challa
Co-founder & CEO
Four Eyes
pavan@eyeron.org

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DigPH2015 - Pavan Challa: How Digital got me off the streets

  • 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
  • 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