Pearle Vision Leverages the Impact of Small Moments in Local Marketing
For Pearle Vision, a strategic focus on the little things means big business, as the burgeoning retailer hits the road to franchise growth firmly positioned as a leading national eye care brand.
The return to Pearle Vision’s founding identity as a genuine eye care provider is paying off. Bolstered by the introduction of a game-changing operating model and innovative high-touch, high-tech marketing programs, Pearle Vision is soaring as the category leader, earning the top health industry spot in Entrepreneur magazine’s prestigious “2018 Franchise 500” list.
One of North America’s largest retail eyecare franchises illustrates a continued return to its neighborhood roots and the patient experience in its most recent advertising campaign, entitled “Olivia.”
The heart-warming spot features a young girl with big dreams, exploring a myriad of interests, ranging from sports to space, when it becomes clear to her mom – and the viewer—that Olivia needs glasses. As the story unfolds, the Pearle Vision optometrist takes the time to understand just how to help her find the perfect pair. A joyful Olivia leaves the office with gold wire-rimmed frames, and an extra gift, a picture of legendary tennis pro Billie Jean King, on the court and sporting nearly identical eyeglasses, that Olivia posts on her wall of “Women Who Made History.”
This latest initiative builds on Pearle Vision’s “Small Moments” strategy designed to bring in new owners and drive growth for both the brand and its franchisees, without relying on heavy discounts and promotions, notes Doug Zarkin, vice president and chief marketing officer for Pearle Vision, owned by leading eyewear manufacturer Luxottica. Small moments, Zarkin says, garner trust.
“Small moments, for us, is really about taking the time to understand the people behind the eyes,” Zarkin says. “We believe, and our research has proven, that a focus on those small moments can really lead to lasting loyalty, consumer advocacy, and as the business performance showcases, enhanced profitability and growth.”
The brand’s marketing muscle also includes a state-of-the-art online portal to drive eye exam volume. Each Pearle Vision location has its own digital presence with a local website, managed by the brand.
“We have really taken to heart the five-mile war for patients and customers,” Zarkin says. “Our entire marketing plan is geared around the fact that we want to be that neighborhood destination that people trust with their eye care and eyewear needs. Whether through a strong geo targeted national marketing plan, the innovative use of the digital landscape, strong local television and radio buys, or appearing on local programs as a category authority, we recognize the battle for growth happens locally.”
For franchisees, Pearle Vision represents a path to provide the patient care of a private practice, backed by the support and power of a world-class brand. With a value proposition in place, owners can focus on what they do best: running a business that is all about patient care.
“What we are showing is that we are a brand of people caring for people,” Zarkin says. “We are not an antiseptic brand, we are a powerful national brand that sets clear expectations for the quality of care that you are going to get in any EyeCare Center that carries our name. The story of Olivia is one that is replicated across the 500-plus locations for Pearle Vision throughout North America.”
To learn more about the Pearle Vision franchise opportunity, visit www.ownapearlevision.com.