Specsavers plots CRM revamp

Specsavers is planning to ramp up its customer communications strategy, amid plans to move expand it from an in-house team to dedicated agency.
The company, whose in-house advertising department devised the long-running “Should have gone to Specsavers” activity, is believed to be already holding talks with a number of digital and direct marketing businesses about the account.
It is understood the plans are part of a wider strategy to boost online sales, especially for customers with contact lenses. As well as leading brands, the firm also offers its own-label Easyvision brand.
Specsavers’ main competitors in the UK are Boots Opticians and Vision Express.
However, the firm operates a total of 1,648 branches internationally, with outlets in the UK, Guernsey, Jersey, Ireland, Norway, Sweden, Finland, Denmark, the Netherlands, Spain, Australia, and New Zealand.