Local Specsavers shops examine the external marketing environment for spectacles and other eyewear products and offer products and services to meet the needs of their retail clientele.
Specsavers particularly wants to be known for its community involvement and social responsibility. So, for example, some UK stores recently participated in charity efforts like fundraising for Brain Tumour research.
The UK Specsavers organisation is highly social...and has attracted hundreds of thousands of views for its YouTube videos over the years. Its Twitter account, opened eight years ago, has nearly 40k followers. Its Instagram page features stylish eyewear for men and women, a complement to the pricing promotions in other media.
In Africa, nearly 300 franchised Specsavers shops emphasise affordable eyewear via social media such as Facebook and Twitter. The organisation offers free try-on of glass frames by mail, so customers can see how frames look at home.
In Australia, the Specsavers organisation uses the strapline 'Good looking styles at feel good prices' on its website. Its Instagram account asks brand fans to 'snap a spec selfie' and upload with the tag #LoveGlasses for a chance to win a prize. Its Facebook page has more than 110k followers and its YouTube account has nearly 1000 followers. The Australian Specsavers stores support hundreds of local community causes.
This updates the Specsavers example in the chapter on Analysing Customers and Markets, in my book Essential Guide to Marketing Planning.
