Europe’s leading online prescription glasses retailer, Glasses Direct were looking for new ways to reach their consumers online and drive revenue across the business. After trying out various solutions, they found the best way to follow the eyeballs of their audience was to employ a cross device, multi-platform strategy.

Challenge

Glasses Direct is Europe’s largest online prescription eyewear store.  The primary objectives were to drive new user acquisition and sales revenue through the website and develop key audience insight across its online customer base. This case study looks at how the online-retailer engaged The Exchange Lab to expand its appeal to a broad audience.

Results

Drove 10,000 new customers to purchase, delivering £700K revenue which is equivalent to around $1,162,000 USD. Exceeded the CPA target by 50%. 

Strategy

By using multiple buying platforms across vast inventory sources we were able to develop a number of targeting techniques aimed at reaching the broadest range of audience groups within the campaign.

Marketing strategies were focused towards top of funnel outreach, driving new customers consistently within performance targets.

Executed 27 targeting tactics across three demand side platforms (DSPs), simultaneously using strategy benchmarking and tactic combinations to drive platform synergies.

TEL combined accurate observations on the different ‘types’ of users who responded to and bought the products from campaign data with optimised targeting tactics and creative to personalise the communication to individuals.

Deep analysis of converting audiences allowed us to refine our optimisation algorithms to target different behavioural groups.

Insights

Multiple audience groups bought products from Glasses Direct. Communicating with each of these audiences, in the right environments with the right messaging is critical. Broadly speaking the highest converting audiences had the following characteristics:

  • Work in professional service environments, often late at night.
  • However, engage strongly with the product in relaxed and browsing environments.
  • Are interested in television entertainment, finance tutorials and football.
  • A large portion of converters are pregnant or looking for pregnancy related items.