Low Cost Glasses is an eyewear brand that provides high-quality prescription glasses and optical expertise at prices customers will love. With no physical stores, customers enjoy better prices, a broader product range, and a faster service.
Low Cost Glasses was only six months old when making the decision to move to dotdigital Engagement Cloud. The brand’s Head of Marketing had used the omnichannel marketing automation software previously and was a strong advocate not just of the platform itself, but also the high level of support that comes with it. This proved essential when starting from scratch with creating a robust customer communication plan to build an engaged database.
Although, as a brand Low Cost Glasses was in its infancy, and was on a steep trajectory of fast growth thanks to having an agile team that could make quick decisions and heavy investment in the right marketing channels. The brand’s dotdigital debut also coincided neatly with the launch its first TV ad campaign – another significant reason for needing a sophisticated, user-friendly CRM tool to cater for the increase in customer data; plus the ability to segment and communicate with audiences on a more personal level.
As the marketing lead had dotdigital knowledge already, the whole team was able to hit the ground running after a little refresher. As a very lean team, the functionality of the automated marketing programs would play a huge role in the brand’s overall email strategy, and dotdigital’s service would become almost another member of the team. To future-proof success, Low Cost Glasses immediately set about building out the essential foundations of its automated campaigns: the multi-step welcome, birthday, abandoned cart and browse campaigns, which have all been tweaked and strengthened along the way as the team gets to know its customer base and what makes them tick.
Since Low Cost Glasses occupies a very competitive discount market, strong sales-led comms is at the core of the brand’s strategy and is one of the reasons why its return rate is so strong. So, alongside the automated campaigns, the team sends out regular offers with different messaging based on the customer lifecycle and previous buying behavior – and, of course, those who haven’t popped their LCG cherry yet!
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