How could CooperVision, a global contact lens manufacturer, drive up awareness of an invisible product? Their team needed to understand the current in-store landscape, identifying the specific challenges that must be overcome, in order to communicate contact lenses more effectively.
We carried out stakeholder interviews, tapping into existing knowledge to contextualise the category landscape, before analysing the way retailers are currently merchandising lenses, to understand in detail what eyecare stores are currently cueing.
Through a programme of qualitative depth interviews across 3 European markets, we explored and unpacked store managers’ challenges, triggers and barriers, as they relate to contact lenses.
The first outcome was a detailed end-to-end map of in-store touchpoints, the challenges in increasing visibility for the category at each, the opportunities they present, and a number of provocations and potential solutions.
We designed an interactive workshop for CooperVision stakeholders across EMEA and played the whole journey back to them. Together we devised a series of tactical next steps and contributions to longer-term category and customer strategy, all rooted in the insights.