Part of the international Luxottica group, OPSM is the largest retailer of eye glasses in Australia and New Zealand, with outlets also in Hong Kong, Singapore, and Malaysia.
The Beginning
Phase 1: Insights
Getting to know the business
Before recommending or delivering a thing, we immersed ourselves in all areas of Luxottica's business; from operations, to marketing, to logistics and retail.
We're insight driven.
Only when we fully understand the business goals and customer insights can we deliver truly transformative strategy solutions.
Opportunities we discovered during Phase 1
Phase 2: Optimise & Build
The Challenge
With a 9 step process, OPSM's online eye-test booking experience was somewhat daunting.
Insights from satisfaction surveys made it clear that customers were frustrated and unsure where they were in the process.
Worse still, an ever increasing number of mobile visitors had no effective online booking method.
Our Solution
Distilling the process down to the basics and working with OPSM’s infrastructure, IT and POS teams, we reduced the amount of information the customer needed to provide.
Direct access to the POS system allowed us to design a much more helpful, information rich experience - with customers able to see what appointments are available with individual optometrists.
Selecting a suitable appointment
The OPSM booking engine allows users to select their preferred time for an appointment, showing available time slots and available Optometrists.
Users are shown where they are in the booking process Select preferred or see available optometrists Available time slots
Picking preferred store with Google Maps
The familiar Google map customised with the OPSM 'heart' logo makes it easy for users to see where stores are located in their selected area.
Recognisable and familiar location service Click to proceed with booking Various locations shown in the vicinity
Simplifying the process
Predictive entry fields and smart algorithms greatly speed up the time needed to enter information.
Start typing for a predictive result Filtering by technology, with tooltip for more info
The Result
- A huge and immediate increase in booking conversions (hundreds of percent).
- A leap in direct contact with stores via the find-a-store functionality.
- Mobile increased from 0.1% of bookings to 14%
Phase 3: Boost
Increase engagement and traffic with Multi-channel Integrated Campaigns
Right from the very inception of ideas we work collaboratively with OPSM and their above-the-line agency, tying back to strategy and business goals at every stage to develop great digital campaigns with clear, measurable results.
Leveraging sponsorship deals such as the AFL, NRL, and Cricket Australia to connect fans with the brand increasing engagement and awareness.
OPSM Sunshine Tour
The OPSM Van
OPSM parked an ice-cream van throughout NSW, QLD, and VIC for the public to try on sunglasses and have their picture taken.
Instagram Snapshots
Shot with Instagram, and posted to the OPSM Facebook page, people were encouraged to 'LIKE' their favourite photos.
The OPSM face of Summer
People who had the most likes won a chance to become the face of OPSM the following Summer.
Multi-Channel
Supported by Social Media, E-Mail, Blogs and a prominent banner campaign.
Prescription Sun
Campaigns
Prescription Sunglasses
OPSM launched a campaign to promote their wide range of sunglasses now available with prescription lenses.
Facebook Puzzle Maker
To coincide and raise awareness of the campaign, a Facebook game was developed. A test of visual skill, the game challenged users to solve a photo puzzle as quickly and in as few moves as possible.
Sponsorship
Campaigns
Colour Match Countdown
A simple but addictive game developed for OPSM to test users visual abilities and reflexes, bringing awareness to OPSM's digital retinal scan technology.
Sponsorship
Team Colours Countdown was launched in conjunction with sponsorships with the AFL and NRL.
Team Colours Countdown
Off the back of an incredibly successful 'Colour Match Countdown' Facebook App, the game was repurposed to provide a competition mechanic around the OPSM sponsorship of AFL and NRL umpires and referees.
Phase 4: Build
Transaction
Challenge
Get an online sunglasses store live in under 2 months.
Solution
Working with marketing, product, distribution, and sales and finance departments within OPSM we integrated both the ERP system and logistics network (TNT) into an online solution with multiple store-fronts - covering both Australia and New Zealand.
Technologies
The Result
- A deeper and more relevant customer experience and engagement
- Project delivered in under 8 weeks, on schedule
- Fully integrated solution, covering AU/NZ markets working across all devices
Takeaway
