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Specsavers view personalization as pivotal customer experience strategy
Global retail chain curate experiences online to drive loyalty and lifetime value
36 million customers
32,500 employees
2000+ stores worldwide
1.3mil online visitors per week
Introduction
Founded in 1984, Specsavers is a company synonymous with unrivalled customer experiences. With 2,000+ physical stores across the globe, the company has grown because of a focus on understanding the customer and delivering products, services, and experiences that create lifetime loyalty.
A Qubit customer since 2017, the customer engagement team create online experiences that mirror the ones that a visitor might receive instore—relevant and personalized. With capabilities like Visitor Pulse, abandonment recovery and experiences the team is able to create user journeys that resonate with specific segments of visitors.
“Creating relevant and segmented experiences is imperative for Specsavers online. Generic experiences are no longer resonating and our visitors expect personalization no matter what stage of the customer journey they are in. We ensure consistent engagement by using Qubit."
Darin Butler
Head of Digital Customer Engagement
Visitor Pulse informing insight and segmentation
Specsavers wanted explicit insight into why visitors weren’t booking certain appointments on site. In order to do this, they deployed 3 Visitor Pulse Lite surveys for optics and audiology customers to understand why they weren’t booking.
For optics the question was, ‘We noticed you did not book an eye test with us today, why was that?’, with 4 options a visitor could choose from.
Result
--- 12 explicit segments created
--- Insights informed board level decisions
Highlighting reviews for PDP social proof
By showcasing reviews of products on the product detail pages, Specsavers built confidence and consequently increased their KPI’s - adding products to favorites, virtual try on’s and booked appointments.
Results
--- 6.33% uplift in adds to favorites
--- 0.46% uplift in virtual try ons
“In order to personalize the Specsavers website, we need an easy-to-use platform that allows us to deploy experiences throughout the customer journey in real time. With Qubit Pro, we have that and we can drive visitors to book, browse glasses and engage with content with relevant and targeted messaging."
Steph Le Prevost
Content Marketing Executive
Let's help you look' abandonment layer
In order to prevent visitors abandoning without having booked an appointment, Specsavers deployed a sidebar abandonment layer encouraging visitors to book an appointment, or offering a search bar to help the user look and remain on site.
The experience reduced bounce rates, increased engagement and allowed the team to monitor what users were searching. This informed where there were content gaps were and indicated how they could improve the user journey.
Results
--- 3% uplift in engagement
--- Reduction in bounce rates
Geo-targeted store drivers for new visitors
When a new visitor to Specsavers lands on site, an experience is deployed with the location of their nearest store and message for them to ‘Book appointment’.
Results
--- 1.28% uplift in appointments booked
"We have millions of customers across the world who have come to expect unrivalled customer service and experiences. Therefore, we need technology partners that allow our team to implement and scale our personalization program effectively - Qubit Pro is the perfect partner for that."
Darin Butler
Head of Digital Customer Engagement
Looking forward
As Specsavers continue to grow its business, the website will increasingly become a place for new and existing customers to engage with the brand. The ability to identify individuals, understand their potential needs and requirements, and personalize accordingly is key to driving loyalty.
With Qubit, Specsavers has been able to collect essential data from visitors in the booking funnel that has gone onto inform board level decisions about where iterations and improvements can be made.
Among its ambitions for the future, Specsavers is looking to reduce bounce rates, increase booked appointments via the website, and enhance the user journey based on behavioral and intent data, goals that are already beginning to be met with Qubit.
