Case Study: Specsavers Northern Europe Grow Organic Visibility in a Flat Market with Yext
Exceptional location data. Market-beating organic growth – in a market where competitors are flat.
Specsavers Northern Europe runs 489 locations across five markets – Norway, Sweden, Denmark, Finland, and the Netherlands – trading as Specsavers, and as Louis Nielsen in Denmark. Location data across every store is managed centrally on Yext, with agency partner Transact.
growth in Google impressions YoY (comparable brands: ~0%)
increase in Get Directions clicks YoY
Google local search win rate across the estate
For a franchise built on local discovery, location data is the front door to the store. Keeping it accurate across 489 locations, two brands, and five markets is hard enough – doing it in a mature market growing at roughly 0% year-on-year is harder still. Growth meant out-executing everyone on the fundamentals.
Specsavers built its strategy around one principle: exceptionally high-quality location data, everywhere. Yext powers Listings across the estate – and the team pulls Yext data via the API to power their own store pages. They own the front end; Yext is the trusted data layer underneath.
"With hundreds of locations across multiple markets, having accurate and consistent location data is essential for Specsavers. Yext provides us with a central source of truth, allowing us to manage our information once and distribute it across the many platforms where customers search for us. This reduces manual effort and the risk of inconsistent or outdated information, while supporting a better customer experience. It also gives us a scalable way to track performance across our locations and make better use of our digital data."
In a flat market, Specsavers grew — +11% Google impressions and a +17.2% lift in Get Directions clicks, the high-intent action right before a store visit. More visibility at the top of the funnel, and an even bigger jump in the action that turns a search into a store visit.
In the five years since adopting Yext in August 2021, Specsavers has aligned its location information far more effectively across platforms — one trusted source feeding search, listings, and their own store pages across five markets and two brands. In several markets Yext goes further still, powering the store pages and booking journeys that turn a search into an appointment. Managing that consistency centrally, at scale, is what keeps the estate visible and growing while the wider market stands still.
"With approx. 500 locations across five markets, we can't afford inconsistent data or missed opportunities to track performance. Yext lets us update information once, centrally, and push it out in bulk across every directory instantly. We can add unique tracking parameters to every location in seconds, giving us clean, trackable data on top of clean, centralised data."
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