When FramesDirect, the largest online retailer of eyewear, had a vision of more market share, they came to us. We helped them focus on a sales strategy that resulted in a 40% increase in sales.
FramesDirect.com was already the largest online retailer of eyewear. Driven by a directive from their parent company to expand, FramesDirect.com reached out to Steel. So we made a plan to Identify and capture a new consumer segment to fuel growth. Then we set our sights on a goal of growing their sales by 20%.
We joined the FramesDirect team with the freedom to diagnose and prescribe any course of action within budget to achieve the goal. Our first step was to perform a marketing audit and conduct a market analysis. It identified the most profitable, addressable market with early indications that FramesDirect could draw from a higher household income and educated consumers. Shifting to a premium offering, we repositioned FramesDirect to tap into this new market. Within six months we created a new brand, with new messaging pillars, mission, vision and values statements; a new positioning and brand archetype – even a new tagline and logo platform. We also introduced a completely new creative strategy, web design and style guide as well as our counsel in marketing, SEO and a new database marketing pilot. It was a whole new prescription for FramesDirect. And it resulted in twice the growth of our initial goals, with a final 40% increase in revenue. They didn’t see that one coming!