New Boots Opticians Campaign Positioning Aims to Do Away with Confusing Costs

In a strategic shift that represents their biggest marketing change in twenty-two years, Boots Opticians is now launching a fresh campaign that does away with their traditional 'buy one get one free' offer in favour of more transparent pricing and the promotion of health benefits such as UV lenses as standard in all glasses.

The new campaign launches on TV this Wednesday (25 June) and will be supported by print, outdoor and digital activity, as well as in-store point of sale and direct marketing. The message across all channels highlights Boots' revised commitment: 'Clearer prices, clearer vision. No exceptions, no hidden costs'.

Managing Director of Boots Opticians, Ben Fletcher, explained to Marketing Week that the main aim of their revised campaign is to shift consumer awareness, with key metrics being perception and in-store feedback. He likened the traditional customer experience when visiting an optician to buying a Ryanair flight, in that the price people think they will pay at the outset is not the price they actually end up paying due to "confusing" added extras.

Fletcher commented: "In the past the opticians industry defined itself by communicating price points. We will be different by communicating the customer benefit - what is it you get when you come to an opticians - and the health aspect. Plus the fact you only get this at Boots. Our commitment is 'no exceptions, no hidden costs', a world away from how customers perceive the industry today."

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