CASES

INDUSTRY: Retail

Brief

After several years of joint marketing programmes that delivered limited success, both Vision Express and J&J Vision Care (the makers of Acuvue contact lenses) agreed – there must be a better way to create more value for both parties.

Solution

Our recommendation: create more value for the contact lens customer.  Although contact lens customers were the highest value segment, every part of the customer journey penalised them and internally they were regarded as “difficult”.  New thinking and a new approach was required.  Our “customer for life” strategy overhauled every step of the customer experience – from eye exam booking protocols to the consulting room practices and from the in-store experience to the home delivery service.

Results

The impact on contact lens trials and conversion was almost immediate with a 25% increase conversion to fits.  Acuvue sales within Vision Express reached new highs.