When the pandemic began, consumers turned to firms like 1-800 Contacts for their eye care needs. Now that things are opening back up, firms like 1-800 Contacts have to figure out how to retain those customers.
“With the opening of the economy, you’ve got some companies that sat out a lot of last year coming back to the market so you have a media marketplace that’s more dynamic than it’s been in a long time,” Bienert tells DigiDay. “At the same time, there are some pretty dramatic shifts in terms of the tools that marketers use to be able to reach customers… you’ve got the cookie-less world right around the corner in a matter of weeks. And so there’s just so many things that are marketers having to deal with.”
Bienert says the company is “finding ways to personalize the experience of the customers using both our digital touchpoints and our human touchpoints in our call centers. Bringing personalization to that digital experience is much more about how we’re using our own technologies and our own ability to build relationships with prospects and our existing customers versus relying on third parties to sort of facilitate that.”