Buying glasses is a complex retail transaction. People either need glasses because of a new prescription or they want them because they feel like a new look. Sometimes people want multiple pairs. Sometimes they’ll use insurance, sometimes they use their own money. And then there are sunglasses. So while eyeglasses are an infrequent purchase, it’s critical for LensCrafters to develop a deep understanding of their consumers as individuals with unique needs.
Because LensCrafters primarily sells prescription glasses, the vast majority of transactions could be attached to a customer record. But, in order to develop a better understanding of their customers, we needed to go a level deeper.
First, we rebuilt LensCrafters’ marketing database. Then we attached valuable third-party data, allowing LensCrafters to see a fuller picture of their customers and understand them as individuals.
Once we understood the individuals, we created customer segmentation profiles. Our insights and analytics teams looked at these groups from both a behavioural perspective as well as a demographic perspective, making note of what makes each of these groups unique.
Now that LensCrafters knows their segments, they know how to best market to each group. But to move beyond mass marketing and toward individual segments, we developed segment-specific customer journeys. These journeys include customer event-based triggers, regular promotional messaging, and equity-building touches that focus on LensCrafters’ unique product array, diagnostic technology and service.
LensCrafters saw double digit improvements in campaign performance and incremental sales dollars in the hundreds of millions. We design, produce, and analyze hundreds of email campaigns and direct mail pieces a year, many with numerous versions, dynamic content or offers, animations or unique inserts.