Specsavers is one of the most recognisable brands on the high street. According to a survey by NFO Worldgroup, 96% of the UK general public recognised the Specsavers logo. Its longstanding TV and radio advertising campaign “Should’ve,” has kept the brand name and offer front of mind for consumers. However, by 2013 a vast gap had arisen in the digital space between entry-point advertising and in-store purchase.
According to a projection by the Office for National Statistics (ONS), there will be 3.2 million more over-60s in 2024 than in 2014. This ageing population will expand the UK market for glasses and create increased demand for eye examinations and monitoring. New frame styles are introduced continually to keep pace with changes in fashion and technology. And with more than 2,000 styles and colours made from the latest high tech materials, including titanium and stainless steel, Specsavers were well-positioned to take advantage of the surge in demand. Graham Daldry Creative Director at Specsavers asked me to make it easier for shoppers to browse the Specsavers collection and satisfy their expectations of lifestyle, choice and affordability, whilst ensuring a smooth transition from online discovery to fitting and buying at the nearest store.
I led the small in-house digital team at Specsavers through a process of discovery and design, to firstly identify current thinking and trends that painted a picture of consumer behaviour in the current multi-channel environment and then present a design solution to address the company’s digital shortcomings. The design improvements I spearheaded manifested in four ways:
· Embrace digital – Publish the full catalogue online. Deliver a uniform brand experience that leverages the ability to personalize, incorporate reviews and ratings, enter prescription details, and dynamically filter options that can be sent to friends and family or directly to the local store.
· Sell personality – Specsavers aren’t just selling frames, but a complete lifestyle and image. This needs to come through more in personal stories about the glasses from the designers who made them and the customers who wear them.
· Make it fun – Create the excitement of trying on glasses in store - out of store! Build a ‘virtual mirror experience’ that people will talk about. Give them the opportunity to try on frames and take pictures of themselves with different backgrounds and filters.
· Raise quality – Frames need to look gorgeous and presented as something of value. Reshoot the catalogue in high-resolution and present each frame in horizontal format instead of the previous angled views. Photograph different angles and close up details, celebrate your products.