Acuvue has a strong reputation in the contact lens market. To further strengthen its market position and generate brand loyalty, we helped Acuvue launch two simple mobile apps that merge in-store experience with smartphones. Meeting a need is the always number-one creator of customer loyalty, therefore we collect, manage and analyse consumer data from the apps to help in providing customised service to enhance the scope of loyalty beyond discounts.

Challenges

• A lack of means to gather customer data in a consistent fashion as Acuvue ‘s contact lenses are sold through optical stores
• A lack of support from optical store owners as they are reluctant to change their code of practice
• A lack of customer behaviour data to bring the marketing campaign to the next level

Solution

• Launched MyACUVUE app to engage customers with different functionalities such as transaction and coupon redemption, and trial appointment function
• Launched MyACUVUE PRO app to help stores in managing customers better without the need for additional equipment
• Captured customer information, interest, trial and purchase details from the apps
• Analysed data collected to provide the right promotion offers to customers and keep engaging lapsing app members