Specsavers is bringing in an external agency to handle its CRM for the first time, having previously handled all activity in house.
After an extensive pitch process, which began last September, the retailer appointed Proximity London.
It continues a shake-up of Specsavers’ agency relationships; in early April it enlisted iProspect to handle part of its digital marketing strategy across the UK, Northern Europe and Australia-New Zealand and just weeks later selected WPP's Possible as digital user experience and design agency.
All agency hires have signaled an increased focus from Specsavers on improving the customer experience across all touchpoints, particularly digital as it looks to rapidly grow its e-commerce customer base. It’s currently in the midst of consolidating ten different global websites into a single platform.
As such, Specsavers has briefed Proximity to manage its strategic and data planning, analysis, measurement and creative across key markets, mainly the UK.
Paul Morris, group e-commerce director, Specsavers explained: “We want to strengthen our engagement with existing and prospective customers across their optical and audiology journey.
“Proximity clearly demonstrated their ability to provide creative and innovative thinking to support us in developing our contact strategy and ‘appropriately on’ communications with a solid team approach and astounding value.”