One of the ways in which Specsavers has changed the industry is the introduction of personal service at dedicated desks using innovative applications on iPads. Specsavers are the first optical company to introduce digital measurements for the dispensing of glasses, which is “really rather clever”.
This approach has been hugely popular with customers. Specsavers, however, faced a challenge in terms of wanting to be able to improve the customer journey even more by allowing customers to make card payments at the desk rather than taking the customer to a busy till point. This would enable them to create a very personalised customer experience journey.
In terms of taking the payments, there were a few business challenges that were faced;
Specsavers turned to PMC and its mobile payment solution, Store Enabler. Store Enabler has been specifically designed to meet the mobile payment challenge in a Customer Present environment. It manages POS peripherals such as scanners, printers and payment devices and can be driven from the customer’s POS application or their website. PMC’s Solution Architects and off-shore development team were able to develop modifications to the POS application which enabled it to interface with and drive Store Enabler.
The end result is an easy to use solution on an iPad. This allows the Specsavers associate to extend the highly personal customer experience all the way through to the end of the card payment transaction without the need for the customer to move around the store. It allows Specsavers to put more till points in the store very economically, therefore easing transaction completion without causing crowding. Store Enabler even gives the associate the option of printing the customer’s receipt to the nearest available printer. Within weeks of implementation in the initial trial stores, over 45% of card transactions were being managed by Store Enabler. So far £10.2 million in transactions has been taken through Store Enabler. 126 stores already have Store Enabler live.