We created a Bundle & Save program with Acuvue and Transitions for NVI Walmart. We were tasked with driving the shopper to ask about contact lenses and to schedule an appointment. Our research showed that a bundle and save approach could bring in as many as 2.5 million new contact lens consumers based on our target market within 13.5 million eye glass wearers that were not wearing contact lenses. We appealed to the lifestyles that our target market aspired to engage with and provided a huge incentive.
The 360 degree marketing approach utilized tactics consisting of - direct mail, brochures, a kiosk and smartphone application. One of the keys to success was the digital engagement experience.
The 360 degree marketing approach
The smartphone engagement experience:
After clicking the QR code on the display the app is downloaded and the viewer is taken to the ENTER CODE screen. The code is provided by the kiosk to BUNDLE & SAVE. Rubbing the screen clears the lens to reveal the discount amount that is reduced from the purchase.
If the viewer is not interested while in-store they can access the savings through the Home screen after they fill out the MY EYES profiler. The profiler also helps them pick the best contact lenses for their lifestyle.
After filling out the MY EYES profiler the consumer is given a code to redeem for a chance to win.
And the viewer repeats the BUNDLE & SAVE process, pushing the shopper in store to complete the purchase.
MONTHLY CODE notifications are sent to incentivize purchase and repeat purchase.
In-store Kiosk:
