brand strategy for lenscare solutions
Case Studies
The Brief
To identify opportunities for growth and determine the effectiveness of promotions in driving sales to inform the future brand strategy of the client’s portfolio of lenscare solutions.
To identify opportunities for growth and determine the effectiveness of promotions in driving sales to inform the future brand strategy of the client’s portfolio of lenscare solutions.
The approach
A quantitative survey of n=200 recent lenscare solution purchasers (lens wearers) to gauge purchasing behaviours, brand health and brand switching.
A consumer focus group with brand switchers to further explore attitudes, customer loyalty, and reasons for switching brands.
A quantitative survey of n=200 recent lenscare solution purchasers (lens wearers) to gauge purchasing behaviours, brand health and brand switching.
A consumer focus group with brand switchers to further explore attitudes, customer loyalty, and reasons for switching brands.
The challenge
Identifying brand switchers in this category was potentially challenging as consumers are particular about their eye health and habitual in their purchasing behaviour. To overcome this, the questionnaire was designed with multiple questions relating to brand switching to target a high proportion of brand switchers the focus group.
Identifying brand switchers in this category was potentially challenging as consumers are particular about their eye health and habitual in their purchasing behaviour. To overcome this, the questionnaire was designed with multiple questions relating to brand switching to target a high proportion of brand switchers the focus group.
The insight
While lens wearers are concerned about price, they are willing to pay more for a higher quality lens solution that provides eye health and comfort benefits. This underlined the opportunity for our client to leverage the position of its premium brand. Optometrists play an influential role in brand switching behaviour, particularly when a new product becomes available.
Additionally, despite lens wearers being particular about their eye health, their knowledge of the category is relatively low, providing an opportunity to educate to encourage switching.
While lens wearers are concerned about price, they are willing to pay more for a higher quality lens solution that provides eye health and comfort benefits. This underlined the opportunity for our client to leverage the position of its premium brand. Optometrists play an influential role in brand switching behaviour, particularly when a new product becomes available.
Additionally, despite lens wearers being particular about their eye health, their knowledge of the category is relatively low, providing an opportunity to educate to encourage switching.
The outcome
Based on these insights, the client provided more educational content for lens wearers to increase brand knowledge and purchase. Relationships with optometrists were strengthened to improve consumer understanding of lens solutions and brand recommendations.
Finally, the promotion strategy was adjusted to focus on offers with an immediate reward at point of sale to encourage brand switching among lens wearers.
Based on these insights, the client provided more educational content for lens wearers to increase brand knowledge and purchase. Relationships with optometrists were strengthened to improve consumer understanding of lens solutions and brand recommendations.
Finally, the promotion strategy was adjusted to focus on offers with an immediate reward at point of sale to encourage brand switching among lens wearers.
