VE spends £1m on TV loyalty campaign

The card, which was introduced last year after its success in Vision Express' sister stores in France, allows the cardholder and their family to enjoy a 10 per cent discount in 300 outlets in the UK, Ireland and Europe for an initial £20 fee.
Bernhard Nuesser, chief executive of Vision Express, told optician uptake of the card was four customers in 10, with around 70,000 cards in circulation in the UK and Ireland today after achieving cards sales of 62,337 this year alone.
'The Grand Advantage card is the first of its kind in the UK optical market today,' he said. 'It offers our customers genuine benefits for themselves and their family, and with our European network of stores allows us to differentiate ourselves from our competitors.'
Nuesser claimed the card would build loyal customer relationships, and hoped that there would be over 100,000 of the cards in circulation by the end of the year.
'We feel it will help if a customer has a problem with us Ð which happens in any business Ð instead of giving [us] up, he will feel a loyalty and contact us so the difficulty can be put right.'
He emphasised the new advertising push was part of a three-year campaign 'to build the brand and help drive loyalty'.
The TV commercials, screened for the first time this week, feature a VE customer who breaks their spectacles while on holiday to show the Grand Advantage service does not end when the customer leaves the store. A series of 30-second radio commercials will help support the campaign.
david.challinorrbi.co.ukVision Express is spending £1m on a TV advertising campaign to widen the awareness of its 'Grand Advantage' card.
The card, which was introduced last year after its success in Vision Express' sister stores in France, allows the cardholder and their family to enjoy a 10 per cent discount in 300 outlets in the UK, Ireland and Europe for an initial £20 fee.
Bernhard Nuesser, chief executive of Vision Express, told optician uptake of the card was four customers in 10, with around 70,000 cards in circulation in the UK and Ireland today after achieving cards sales of 62,337 this year alone.
'The Grand Advantage card is the first of its kind in the UK optical market today,' he said. 'It offers our customers genuine benefits for themselves and their family, and with our European network of stores allows us to differentiate ourselves from our competitors.'
Nuesser claimed the card would build loyal customer relationships, and hoped that there would be over 100,000 of the cards in circulation by the end of the year.
'We feel it will help if a customer has a problem with us Ð which happens in any business Ð instead of giving [us] up, he will feel a loyalty and contact us so the difficulty can be put right.'
He emphasised the new advertising push was part of a three-year campaign 'to build the brand and help drive loyalty'.
The TV commercials, screened for the first time this week, feature a VE customer who breaks their spectacles while on holiday to show the Grand Advantage service does not end when the customer leaves the store. A series of 30-second radio commercials will help support the campaign.
david.challinorrbi.co.uk