Butler's team is responsible for guaranteeing a consistent customer experience across digital channels, and a seamless online-to-offline journey is paramount to him. "Our customer's online journey, regardless of channel or device, needs to complement their in-store experience," he says.
Specsavers drives customers into its stores by offering eye and ear tests. The company's primary KPI is the number of appointments booked through online channels.
"Our goal in digital marketing is to provide an effortless digital and search experience for a user such that when they land on a Specsavers page, they are empowered to make a decision to book an appointment easily without having to click around," explains Vicky Allen, E-commerce Manager at Specsavers.
"While we can control the user experience on our owned properties like our website, we were lacking in control across search and social sites that lead traffic to our owned properties. That's why we started working with Yext."
Before partnering with Yext, Specsavers relied on manual agency resources to update its store information across the many maps, apps and search engines its customers use. The company also had no way of measuring the amount of traffic coming from these third-party sites. "This left a big margin of error and a blindspot in our reporting," explains Allen.
"It became such a manual task. We were really keen to have one source of truth and process to update our brand information," she adds. "We did a review of various providers and Yext came back ahead of the pack."