More and more people are seeking eye care services and products in the UK. The eye care market is projected to reach £125.40m by 2024. Revenue is primarily driven by increased vision issues, an ageing population, and longer screen time; people are seeking greater care and preventative measures to maintain vision and eye health. In line with a growing emphasis on eye care, contact lenses have become a popular eye care product for vision correction, offering a natural and convenient experience glasses can’t replicate. One of the top retailers in the region, Lenstore, has been providing customers with quality contact lenses for years. Aside from its selection of top brands in the market, the brand has also been capturing consumers’ attention in unique ways, which is crucial in an expanding market. Here’s a closer look at Lenstore’s marketing:
About Lenstore
Lenstore is an online retailer of contact lenses established in 2008. At the time of its founding, not many were aware that buying contact lenses online was a possibility. Lenstore positioned itself as a convenient way for consumers to purchase contact lenses if they suddenly ran out of their supply or needed them for emergencies. The brand offers contacts from top brands, such as Acuvue Oasys and Biofinity. To this day, the brand still boasts speedy and straightforward service, with 94.4% of orders shipped on the same day and standard next-day delivery. Aside from contact lenses, Lenstore also offers free eye tests and guidance from in-house opticians, ensuring consumers get the right contacts for their needs.
Since Lenstore’s establishment, the eyewear and eye care market has since become increasingly saturated. However, the brand has some unique ways of putting their name out there; here are some:
Optical tests and games
Eye care and contact lenses are widely regarded as practical or clinical, but Lenstore often puts a fun spin on learning about vision through optical tests and games. They launched a test that examined how people perceive colour and if this perception is affected by demographics like age, gender and language. It garnered much attention for its surprising results. Less than 1% of the first 2,000 participants scored a perfect ten out of ten. Another game they created was a ‘photographic memory’ test, which tested participants’ ability to remember details about a picture when asked specific questions. A surprising 1.2% of 2,000 participants got a perfect score. Not only are these games fun and challenging to play, but they also bring attention to Lenstore as a brand and what it offers. Such a strategy can help create awareness or familiarity with the company, even if those who played don’t need contact lenses.
Intriguing research and surveys
The games and tests created by Lenstore aren’t the only way it gathers information and intriguing insights. Lenstore often publishes studies and conducts surveys regarding the eyes and beyond. In 2021, the company released a study on the impact of digital consumption on the eyes, which found that 77% of UK adults experience eye strain after a long day at work. With the rise in screen time from the widespread use of digital devices at work and home, many have encountered symptoms of poor eye health. Other than insights on the eye, another interesting survey Lenstore conducted evaluated the most attractive physical attributes that contributed to shaping a first impression. Out of 1,000 Brits, 46% said they judged people based on their appearance, and three in five remarked that first impressions matter. These interesting surveys captivate readers by highlighting and providing answers to questions people may have. It’s also another way Lenstore can get its brand to more people, even outside of eye care. Conducting surveys and research also establishes an impression of the brand that they’re constantly pursuing knowledge and aiming to understand the UK audience, increasing trust and credibility.
Simple yet effective online presence
A great website and a solid social media presence have become some of the best ways to improve a company’s marketing, especially in the digital age where people are using the internet to shop. Lenstore has also taken these digital strategies into account. They have a simple and clean website that ensures customers can easily navigate to find what they need. This keeps customers on the page longer and less likely to leave the website. Their social media pages, like Instagram and X (formerly Twitter), are also regularly updated with visually pleasing and cohesive content. The posts link to helpful eye care information customers can learn from or direct back to product pages. A consistent update schedule and simple website and social media elements make for an effective marketing strategy without making it complicated for users.
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