Global optical and audiology retailer Specsavers is hailing a major overhaul of its global data operations which has slashed query volume by 90%, cut ingestion time by 98%, and enabled richer cross‑channel customer insight across global markets.
The move follows a partnership with digital business transformation agency Merkle to strengthen Specsavers’ global data capabilities, enabling more confident decision‑making and a deeper understanding of customer behaviour across markets.
Specsavers had a common challenge facing large organisations: fragmented data models across regions, varied analytics implementations, and difficulty connecting online activity to in‑store behaviour. This not only slowed reporting but limited teams’ ability to share a consistent view of the customer journey.
To address this, Dentsu-owned Merkle designed and implemented a bespoke GA4 transformation and automation framework using Dataform, integrated directly into Specsavers’ global web architecture. This unlocks data hidden behind intimidating tables, technical tooling, or siloed ownership, allowing simpler engagement with data that is more relevant to decision‑making needs.
This has empowered non‑technical teams with purpose‑built insights as real life customer behaviours are now aligned with online datasets. As a result, Specsavers teams are now able to explore customer interactions from booking through appointment, purchase, and aftercare, with far greater clarity than before.
But the benefits extend beyond operational efficiency. The new framework establishes the long‑term foundations Specsavers needs to continually improve its understanding of customer behaviour. As Specsavers scales its analytics, it benefits from consistent, trustworthy data foundations that strengthen predictive modelling, enhance cross‑channel visibility, and unlock richer insight.
Specsavers senior technical digital analyst Adam Cheshire said: “A unified view has been critical in helping us understand our customers across online and offline touchpoints on a global level. We’ve seen significant improvements in data efficiency and performance, while giving teams greater confidence in the insights they use to make decisions.”
Merkle UK&I chief executive Chris Freeland added: “We wanted to take enterprise‑scale analytics automation to the next level for Specsavers, while still preserving autonomy for local teams. Our solution enables easy and quick market onboarding and local adaptability, while ensuring a consistent global customer overview.”
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