Future Vision Envisions an Account Role in VML
A Fresh Look for National Vision: A Marketing Revolution
Optical retail giant, National Vision Holdings, has chosen WPP's VML as their agency of record, marking a significant shift in their marketing strategy. With over 1,200 stores across 38 states and Puerto Rico, National Vision's brands - America's Best, Eyeglass World, Vista Opticals, and DiscountContacts.com - are set for a transformative journey.
VML, renowned for its heart, hustle, and deep marketing capabilities, will play a pivotal role in guiding National Vision's brand evolution. The focus lies on revamping brand identity, leveraging creative strategies, customer relationship management, and social media marketing.
"VML gets us," said Joe VanDette, National Vision's chief brand and marketing officer. "Their expertise in maximizing marketing investments across technologies will help us drive growth and strengthen our bond with customers."
Starting in the latter half of 2022, America's Best and Eyeglass World are set to offer a more modern, personalized marketing experience. Alex Wilkes, National Vision's president, emphasized this evolution in a recent earnings announcement.
As part of their transformation, National Vision aims to attract a wider range of value-seeking consumers from various income demographics. The diverse appeal of the America's Best brand will underpin this strategy.
VML's Global CEO, Jon Cook, expressed his excitement about partnering with National Vision, stating, "We are thrilled to embark on this journey with National Vision. Our goal is to create meaningful, personalized experiences that foster brand loyalty and deliver tangible business results."
Looking beyond the selection of VML, National Vision's approach encompasses several strategic components, including:
- Brand Evolution: The focus is on crafting a refreshed, modern brand identity that elevates customer loyalty and drives results.
- Personalized Experiences: National Vision aspires to deliver highly personalized experiences to customers, achieved by enhancing online engagement and in-store interactions.
- Expanded Customer Base: National Vision is redefining their customer base to cater to value-seeking consumers across various income demographics.
- Value Offering: National Vision intends to reinforce its value proposition, offering more attractive deals to its customers.
- Digital Transformation: National Vision is making strategic investments to modernize their marketing and omni-channel capabilities, with an emphasis on improved digital engagement.
In essence, National Vision's strategy with VML centers around creativity, personalization, and technological integration, with the primary goal of fostering brand loyalty and driving growth.
- National Vision's choice of WPP's VML as their agency of record signifies a significant shift in their marketing strategy, aimed at driving growth and strengthening their bond with customers.
- VML's expertise in maximizing marketing investments across technologies will be instrumental in guiding National Vision's brand evolution, focusing on revamping brand identity, leveraging creative strategies, customer relationship management, and social media marketing.
- Starting in the latter half of 2022, America's Best and Eyeglass World, parts of National Vision's retail portfolio, will offer a more modern, personalized marketing experience as part of the transformation.
- As part of their transformation, National Vision aims to attract a wider range of value-seeking consumers from various income demographics, with the diverse appeal of the America's Best brand underpinning this strategy.
- National Vision's approach encompasses several strategic components, including brand evolution, personalized experiences, expanding the customer base, reinforcing the value proposition, and digital transformation through strategic investments in modernizing their marketing and omni-channel capabilities.
