Increase in-store revenue with drive to store strategy gradient-dark-blue-white-site-mobile-v1

Drive-to-Store Strategy for Eyewear

The complete guide to drive in-store revenue

When selling glasses, online sphere alone does not always lead to purchase. Customers still value the tactile feel and unique fit of frames.

Find out how eyewear retailers can lead a drive-to-store strategy and increase offline revenue.

What is a Drive-to-Store Strategy?

Retail, and eyewear shop in particular, is constantly evolving. It's important to think omnichannel, which means combining digital levers with more traditional, in-person ones.
A "drive-to-store" strategy uses online marketing actions to attract customers to physical stores.

This strategy involves digital campaigns, using methods such as geo-tracking, push notifications, virtual try-on or gamification, to attract foot traffic. According to Google, this is a real challenge for retailers, as 42% of Gen Z and 38% of Millenials still spend in-store.

What expect retailers with a drive-to-store strategy is increasing foot traffic and sales for brick-and-mortar stores.

Reach customers and drive them to physical store

Why is it important to have a drive-to-store strategy and get traffic in-store?

Consumers want a simple, barrier-free shopping experience, no matter where they are. Brands therefore need to make the act of buying accessible, whether they're at home, on vacation or in the city center. 
For this reason, it's important to offer a seamless shopping experience across all channels, whether online, in-store, and on all types of device.

Implementing a drive-to-store strategy then helps retailers bridge the gap between online and offline sales.
On the other hand, it offers more safety and flexibility for customers.

In-store shopping allows customers to physically touch products, try them out and examine their quality before purchasing them. Which is especially true when choosing new glasses. 
There's also immediate purchase satisfaction, as customers leave directly with their new product.
Last but not least, the in-store shopping experience offers an in-person service and social connection that online sales do not.


A few statistics about the importance of retail stores

Preference for in-store


Consumers who still prefer to shop in-store rather than online.
source: Raydiant


Trust in a local store


Customers are more likely to purchase from a brand due to its local presence.
source: Shopify


Lower returns rate


Compared to ecommerce return rate which is around 30% (10% for in-store).
source: Richpanel blog


What are the benefits of a drive-to-store strategy for eyewear brands and retailers?

Establishing a drive-to-store strategy is more than just a nice-to-have as an eyewear business. Whether you are a brand or a retailer, it enhances customer value. Here is what you can expect about growth and sales:


  • Increase in foot traffic: Drive-to-store campaigns can help increase foot traffic to local stores by attracting customers who are already interested in the brand’s products or services. It multiples your touch points therefore channel of conversions.


  • Improved customer experience: By providing customers a one-on-one experience, you bring safety and trust to the shopping journey as shoppers overcome their doubts. And on top of that, you allow them physical engagement.


  • Higher conversion rate: With a high-quality and in person service, glasses shoppers are more likely to buy a new pair in your retail store. As they can touch the product and get personnal recommendation from staff, it reduces their feeling of risk to purchase.


  • Increase in brand awareness: By using multiple channels in your sales strategy, you also increase brand awareness. People can easily be aware of your products either online and offline. Indeed, online visitors might find your brick-and-mortar and vice versa.


  • Generate data and insights about customers: Identifying customers' behaviors in real life allows your brand to strengthen online data. By observing people you can discover new trends and new habits you have yet observed in the digital world.

The main benefits of Drive-to-Store in figures


Research Online & Purchase Offline


Customers who are likely to look at a product online and buy it in-store.
source: Shopify


Buy Online & Pickup In-Store


Consumers who have used Click and Collect at least once.
source: Raydiant



Additional items with Click and Collect


Customers who make unplanned purchase when picking up their order.
source: Archerpoint



People who are more likely to book an appointment or to go to a store.


How to create and execute a drive-to-store strategy?

By following these methodical steps, eyewear professionals can develop an effective drive-to-store strategy that encourages customers to visit their stores:


  • Define the objective: Start by clarifying the purpose of your drive-to-store strategy, whether it’s to increase foot traffic, boost sales, or promote new products.


  • Identify the target audience: Pinpoint your target audience, whether existing customers or potential customers interested in your optical products.


  • Choose the right channels: Select the appropriate channels to reach your audience. Use social media, email marketing, SMS, or location-based advertising as needed.


  • Create compelling content: Develop compelling and informative content for your drive-to-store strategy. Highlight the benefits of visiting the store and provide clear directions on how to get there.


  • Monitor and measure results: Keep a close eye on the results of your strategy. This will enable you to adjust your approach in line with actual data, promoting the effectiveness of your initiative.

How to measure the impact of a drive-to-store strategy?

To measure and track the performance of your drive-to-store strategy, certain key performance indicators (KPIs) will help you gauge the impact of your efforts:


  • Number of in-store visits: Measure the number of people who visited your store after interacting with your campaign. You can track this data using location-based tracking tools.


  • Duration of visit: Measure how long customers spend in your store. You can use this data to assess whether the in-store customer experience leads to purchase actions.


  • Conversion rate: Calculate the percentage of visitors who made a purchase after visiting your store. You can monitor this result using point-of-sale data or conducting satisfaction surveys.


  • Return on investment (ROI): Identify the financial return of your marketing investment. You can calculate this KPI by dividing the revenue generated by the campaign by the campaign cost.


By following these indicators, you can gather valuable insights into the effectiveness of your drive-to-store strategy and make informed decisions to optimize your campaign.


Different ways to drive customers in store

Click and Collect

Click and collect (or Buy Online Pickup In-Store) is a technique that allows customers to purchase glasses online and pick them up in-store.

It reduces shipping barriers and encourages to visit a physical store, which can lead to additional sales.


Virtual Try-On

Virtual try-on empowers customers to confidently explore your glasses catalog before visiting your physical store.

Through Research Online, Purchase Offline (ROPO), you can enhance customer engagement and conversions.

Interactive Store Locator

A store locator is an online tool represented like a digital map or search engine that allows customers to quickly find a shop near them.

It allows to generate foot traffic and facilitate the customer’s journey. An effective way to bring safety and trust.


Social Media Filters

To captivate your audience on social media, you can use interactive contents like
AR filters for glasses.

If engaged into your brand, customers will be more likely to see store and products in person.


SMS Marketing Campaigns

By sending targeted messages containing exclusive offers or new product releases, you engage your audience, driving them to your store.

With push notifications you also enhance interaction and foster a sense of urgency.



Google My Business

With Google My Business you can list your business on Google Maps and search results for free.

It allows to enhance visibility and build trust through reviews.

Also, you provide key information like hours, contact, and website.


Virtual Try-On for Advertising

Leverage a dedicated solution for your drive-to-store strategy.
Allow your customers to virtually try on a selection of frames to get them visiting your store.

Customize your messages to promote your catalog and your specific offers through SMS marketing campaigns.

Target customers walking near your shop and entice the ones on their way to visit a competitor.



Discover Virtual Try-On for Advertising


Request a free demo, a free quote or set up an appointment with one of our sales representatives.