Success Story
Specsavers UK bring efficiency and effectiveness into focus
Tap CXM is helping Specsavers campaign operations be the best they can be: launching more and faster campaigns, seeing higher ROI, following best-practice processes and using built-to-scale tech.
Industry
Retail
Date delivered
Ongoing
Length of project
Since July 2022
Solution provided
Measuring effectiveness, Managing operations
Technology
Adobe Campaign
The Project
We’re working with Specsavers’ UK and Ireland team to drive efficiency and effectiveness in campaign operations. Our expertise in people, process, tech and data – through a co-sourced model that sees Specsavers and Tap CXM working as one team – has contributed to significant and ongoing improvements since 2022.
The Challenge
Specsavers is the clear market leader with 17m+ customers in the UK alone. That translates to a CRM database of 25m+ customers and ~80 regular campaigns across dozens of products. When we started working together in 2022, these campaign operations were ticking along nicely – but they weren’t performing at peak efficiency. Our challenge as an integrated team was to find repeatable, effective and cost-efficient solutions that drive success in key areas:
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- Engagement results, particularly re-engaging customers at risk of churning
- Operational processes efficiency and time to market
- Adobe Campaign Classic performance consistency
- Customer intelligence, ensuring customers received the most relevant offers for them
- Lifecycle engagement to re-engage or retain customers
The solution
Blended model
Our co-sourced structure, comprising Specsavers’ in-house team and a number of TAP CXM consultants in the UK and Barcelona, enables Specsavers to do more without spending more.
Process improvements
We’ve identified and delivered dozens of improvements, from 95% reductions in sub-workflow processing times to fixing A/B testing.
Optimisation opportunities
For the first time, Specsavers had the bandwidth to run structured, controlled, long-term testing programs across a range of variables, resulting in significant and repeatable ROI improvements.
Tech effectiveness
Our Adobe Campaign Classic expertise has reduced downtime and improved performance. Migrating from v7 to v8 was a major milestone, resulting in 8x faster workflow runtimes. We also implemented feature changes, eliminated processing bottlenecks and trained the team.
Project highlight: Adobe Campaign v8 Migration
Upgrading Specsavers’ Adobe Campaign Classic implementation from v7 to v8 was a significant project. While challenging, the benefits for Specsavers were significant:
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- Up to 8x faster workflow runtimes
- Better personalisation at scale, e.g. using dynamic content to personalise 700k+ emails
- Much smoother campaign development and deployment
Tap’s focus is always on collaborating with clients to drive tangible results and measurable outcomes. We do it through a combination of driving efficiency in process and leveraging best practices in strategy, data and technology in order to improve results”.
Clare Morgan, Head of Client Strategy at Tap CXM
The Results
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- Our best-practice expertise has contributed to 6% higher response rates in key campaigns
- Specsavers launch 3-4x more campaigns (25-30 per month on average) without extra cost
- Campaign operations contributed to Specsavers’ impressive 10% year-on-year growth
Now comes the big question: What can Specsavers – a global company – learn from all this?
We’re involved in another strategic project to unify and simplify Specsavers’ multi-regional campaign operations. Many of the best practices our blended team put in place could become the gold standard. You can read more about that soon.
