Following its recent acquisition by GetLenses.co.uk, VisionDirect has rebranded and overhauled its website with a host of new features. The business wanted to ensure that its customers were happy with the new visual aesthetics of the site as well as the customer experience it provides and following a survey of 1000 customers, it implemented a number of changes.
Formed in 1998, Vision Direct was the first company in the UK to sell contact lenses direct to customers and earlier this year (2014) it was acquired by its larger competitor Get Lenses.
Free next day delivery is now offered for all customer orders and the website now has a faster checkout option with guest as standard which reduces the number of steps for ordering to three from five. The new design is free of the colour red as this has negative connotations for contact lens wearers and a local telephone number is now offered to customers rather than 0845. In addition, the business has simplified its price points for each product to a single or a multi-box price.
The logo has also changed to a design which 85 per cent of customers surveyed said they preferred. Ashley Mealor, group marketing director at the business said ” Visiondirect.co.uk is the most well-recognised brand in this sector with 49 per cent of contact lens wearers knowing who we are. However recent research showed that our customers were not enjoying the best online shopping experience possible so we went directly to source to hear exactly what customers want. We are confident that these new changes will have a significant impact on our current customers as well as attracting new customers so that we can continue to help the Vision Direct brand grow.”
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