2023 Silver Customer Journey
11 Dec 2023
Entrant: Specsavers
Client: Specsavers
Entry Title: Supercharging our lapsing journey
Executive Summary
Specsavers’ purpose is to change lives through better sight by making expert care accessible and affordable for all customers. But how could it succeed in doing so when Covid prevented it from recalling them?
Strategy
Historically, most of the brand’s CRM effort has gone into recalling customers for their routine appointment, not chasing lapsed customers. But the pandemic was an unprecedented situation that required it to think and work smarter.
The team revised the approach to these customers, meticulously combining creativity and empathy with the science of response curves and journey planning to get the best outcome possible.
Creativity
The brand conducted customer research to understand why people delayed coming back for their eye appointment. It decided to directly address these pain points in all comms.
Nudging customers to make a booking with witty, charming reminders of why they ‘Should come back to Specsavers’ was at the heart of the creative strategy.
The team realised that it was not just about a ‘gag in every communication’, but also augmenting creative with other types of gentle nudges to persuade people. Tone moved from lighthearted to more serious, to help convince them how serious Specsavers was.
Direct mail, emails and SMS were used to contact people.
Results
The campaign:
Helped retain 1.7% more customers than the previous lapsing journey
Saw just over 3.5 million customers receiving comms with around one in seven going on to book a sight test
While contact hits were increased, the overall cost to re-acquire these customers was 19% less per customer than in 2019.
The journey generated 12 times more unique customer clickthrough rates.
The Team
Specsavers / Specsavers Creative - Anthony Abdool, Copywriter - Paul Middleton, Art Director
Maureen Cuddihy, Strategist - Sandra Doyle, CRM Planner - Rebecca Fernando, Lead Client Partner - CRM
Julie Duffy, Lead Client Partner - Tammi Povey, Senior CRM Manager - Ben O’Brien, Marketing Analytics Senior Manager - Sophie Smith, Head of CRM