Service: Ace & Tate Hans Anders Pearle

Questions
1. Based on which segmentation criteria would you segment Ace & Tate's
market? Why? Which segment is Ace & Tate targeting with their product?
Why?

I would segment Ace & Tate market in the behaviors criteria because they are
focusing on the behavioral targeting on Facebook. The behavioral segment has
four categories: purchase, consumption, media usage and technological usage. It’s
also possible that it fits in the profile segmentation. The profile segmentation
contains three categories. Geographic, demographic and socioeconomic. Ace &
Tate has 27 stores in seven countries including a new shop in central London and
is going to launch a website in the US. They are getting people that are interested
in buying glasses, they can also produce designs based on customers criteria.
They are also examining how online promotions resemble retail.
2. Create a two-dimensional perceptual map for Ace&Tate. Use service level

and price as the two dimensions. Where would Hans Anders fit in? Where
would your local optician fit? What would be other relevant dimensions to
plot for this industry?
Service
Pearle
Ace & Tate
Hans Anders
Price
I would place Ace & Tate on the high service and low-price side because they sell
good glass frames for only 98 pounds, they also offer free eye tests. Hans Anders
and Pearle are placed on the high service and high price. They are popular for
their luxury brands that they sell such as Prada, Armani, ..Due to selling these
luxury brands, customers are expecting high prices. Pearle offers a free eye test if
you purchase something unlike Hans Anders, you need to pay for an eye test.
Other factors like quality, brand, design play a role in this perceptual map.
Costumers are more attracted to brands, especially luxury brands so they’re most
likely to visit Pearle, Hans Anders.
3. Define and sketch the customer journey for a customer of prescription
glasses from Ace & Tate.
• Identify the different touchpoints and customer needs in the touchpoints.

Where is Ace & Tate already strong, and how can they further improve the
experience?
• Ace & Tate is already very invested in multichannel. How exactly are they
doing this, and what would be the challenges of a multichannel approach?
How could they expand this even further?"
The customer journey has six steps.

First the customer realizes that he can’t see very well or hears from other people
that his vision isn’t really good. Then we have the stage called ‘research’, the
person starts to look for information online to find some answers on his
questions. After the research the person is trying to find a clinic where he can
check his eyesight, in this scenario it’s Ace & Tate. After finding a good clinic, he
can make an appointment to get his eyesight tested. The clients will get tested by
reading some letters out loud or seeing through a refractometer. At the end the
customer completes an eye test and receives a certificate, with that he can go to
stores to buy some glasses.

The touchpoints: Ace & Tate offers free eye tests and even virtual ones. Before
going to a clinic, you get your information from the internet or from people you
know. They can recommend you Ace & Tate. It has also an offline and online
acquisition. This company is trying to make new designs based on the customers
criteria. Understanding one another’s needs and worries is really beneficial. I
would say that they can improve their experience by going international. An
international shipment can also improve their growth. It will have lot of benefits
and the company will be known everywhere and make a huge growth.

Ace & Tate’s has invested in digital performance, geotargeting around its stores
and even behavioral targeting on Facebook. They had never bought print or
outdoor advertising. Now the company is starting to add print and outdoor
advertising to its media mix. On the surface Ace & Tate doesn’t resemble a
standard optical company. The business feels more like a high-end designer shop
than a place where you’d go for an eye exam because it’s bright, roomy and less
clinical.
They could extend this by understanding customer needs. The customer needs in
the physical store could be giving a good service, better experience. The customer
needs in the online store could be secure payments, free delivery.

4. For each quadrant of the Ansoff matrix, think of a possible growth strategy
for Ace & Tate and explain.

Market penetration is focusing on selling more so Ace & Tate can decrease their
prices to attract consumers or do some deals like buy 1 get 1 free. Market
development is focusing on selling existing products into markets so they can
introduce their business for example to Africa or Asia, with that strategy their
market can grow big. If we’re going to talk about product development, Ace &
Tate can sell new kinds off glasses like smart glasses in their shops or accessories
like sprays that helps clean the shades. That will attract new and current
customers. Diversification is focusing on selling new products to new markets so
in this case I would say that they can try to sell smart glasses in Africa or Asia.
The market will expand and the incomes will increase.

5. Conduct a SWOT analysis for Ace & Tate and discuss the implications.
Swot stands for strengths, weaknesses, opportunities, threats.
Strengths: it offers free eye tests which will attract customers. They will also
launch a virtual try- on service and a virtual online test, it’s a big advantage
because people nowadays tend to stay at home and buy online, this strategy gives
the company a big advantage
Weaknesses: they only focused on glasses so they can’t offer other products.
Opportunities: they are planning to launch its website in the US so they can
attract more customers which will make their market grow
Threats: There are a lot of eyewear markets that are international, they have
more customers and everyone can purchase from there. Ace & Tate isn’t
international so that’s a threat for them. Their low price can also be a threat
because people will think that the quality is not really good so they won’t
purchase it there. Price war is also a big threat for the business.

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Questions

2. Create a two-dimensional perceptual map for Ace&Tate. Use service level

• Identify the different touchpoints and customer needs in the touchpoints.

The customer journey has six steps.

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