US Vision for JCP Optical
The Brief
Transform challenger brand eyewear manufacturer US VISION to unleash the potential of JCPenney Optical to break through boundaries limited by lack of inspiring brand strategy, lack of visibility in store, customer base unaware of the extensive selection of styles and brands and why they should choose JCP Optical as their destination for eyecare and eyewear.
The Strategy
Radical brands strategy that elevates eyewear from occasional to frequent, and from strictly an Rx event to that of a Fashion statement. This is Life, Reframed. With cohesive consumer experience across all omnichannel digital, social, and physical channels. Brining the store to the floor of JCPenney and erasing the lease-line such that consumers were not bound by walls and counters – was a key part of the new CX promise. The platform included digital tools that were innovative at the time of testing: Inventory Browsing | Virtual Try-On Functionality | Schedule your Appointment | Look Book – Inspiration Social Sharing | Search-Wayfinding-Geo Location and mobile alerts all played a key role in disrupting patterns and getting in front of key targets with relevance and style.
The Outcomes
The experience strategy and brand repositioning ignited 5 year endeavor which succeeded in bringing the latest, hottest brand styles exclusively to JCPenney – but moreover – successfully moving the shop from the basement to the first floor on the exterior of the mall, opposite the Accessories – for all the world to see, experience impulse, and to see the brand from a fashion lens. From this effort, US Vision was able to court Saks Fifth Avenue and test a shop in shop boutique format at 3 multi-brand locations, which was the first of its kind for the Brand.
