CLIENT NAME: Instru optiikka


Instru is the biggest optician chain in Finland and the market leader. Instru has 147 optician stores in Finland. There are about 600,000 active regular customers in the CRM (Finland has an adult population of ca 4 million). The major target group is a +40 yrs person appreciating expertise and good service, thinking highly of brands and prepared to pay for quality. Our task was to modernize and renew the customer loyalty program on the target group´s terms to meet the requirements of today, but keeping Instru´s brand values in mind – quality, expertise and service.


We decided to go for a testing based on individual interviews. The idea was to test the approach, concept, structures and image ideas. Based on the achieved results we implemented a remarkable change:
• Sharpening and brush-up of Instru´s CRM concept
• New, tested structures were implemented
• A new, tested image concept
• Shooting of new CRM and store images
• Renewal and planning of new contents
• New approaches were created
• In the contents, purchasing motivators were observed


– The new CRM program started last spring with fantastic results
– We had a 8% response rate on the invites to sight exams
– As an average, there have been 43% more return coupons to the stores, in comparison with the previous years


Test, concept, content, photo shooting, direct mail, website