How to build an attractive loyalty program for a brand from the sector where the frequency of purchases among customers is low –
When developing the loyalty program strategy for Vision Express, a leader in its field, the challenge was to achieve as many customer-brand interactions as possible because the optician industry is characterised by low purchase frequency. Creating a comprehensive eye care program for the Members and their families, combined with all Vision Express services, was the goal we wanted to achieve.
- Given the specifics of the industry in which Vision Express operates, it was important to offer an extensive program benefiting the whole family. It was necessary to ensure that the Members would be in contact with the brand as often as possible. The regular customers were offered a program that combined the complex needs of an optician store customer in one place.
- We decided to create a program with the tools used so far by Vision Express, gathered under a common communication umbrella. Previously, the brand used many different systems to achieve its sales and marketing goals. We implemented an omnichannel platform, SAP Hybris, which unified the functioning of Vision Express brand with Vision Care.
Thanks to a reliable analysis, the applied mechanics of the program contributes to the increase in the number of visits of customers to the stores. In April 2020, at a time when online tools became particularly important, Vision Express showed the world its new e-commerce platform, with the fully integrated Vision Care loyalty program, which was a huge success.