Luxottica marketing chief: Digital can drive greater customer loyalty

How this marketing leader sees the changing nature of consumer and brand engagement, and why having a customer muse is vital to success

Jee Moon
Jee Moon

The rise of new digital and social channels are giving brands the opportunity to create greater engagement with consumers and build stronger customer loyalty than ever before, according to Luxottica’s VP of marketing, Jee Moon.

Marketers should be seeing digital disruption’s impact on how consumers perceive and interact with brands through a positive lens, Moon told CMO in an interview.

“There is a greater propensity for brands to create greater engagement and therefore greater loyalty than ever before,” she said. “You don’t have to dig deep and draw huge budgets for TV campaigns, you can reach them on Facebook for hundreds of dollars, and produce things from a small corner of the office rather than rent a studio.

“These new channels make it easier for smart brands to create brand engagement, provided it’s done in an intelligence and informed way, and with relevance.”

Moon will be joining a panel of industry speakers including Andrew Baxter, CEO at Publicis, and Dan Gregory, CEO of The Impossible Institute, to discuss the changing nature of brand engagement at BrandHook’s Closing the Gap event in Sydney on 23 March.

The event marks the launch of BrandHook founder and CEO, Pip Stock’s new book, Closing the Gap, which looks at how the digital revolution has changed the way consumers interact with brands and the way brand value is defined.

Moon has built her career on joining brands at a time of change and transformation. She was formerly in charge of the Best & Less brand, joining the retailer’s executive team in 2012 to help the organisation find relevance again with consumers.

Prior to that, Moon worked at Westpac, signing up just before its merger with St George. She was tasked with ensuring the banking giant retained relevance in the midst of its newly adopted multi-brand approach, a job that not only encompassed marketing strategy, but also in-store design and corporate culture.

Moon also worked overseas and locally for Vodafone, joining the Australian business when it re-entered the post-paid market.

Having been appointed to her latest role at Luxottica in November, Moon's focus is on rejuvenating the group’s optical brands, the main one of which is OPSM.

“We’ve got this great brand with a long 80-year history, but in recent times it has lost a lot of market share,” she said. “It’s a brand in need of a better definition of what it wants to stand for, then we need to ensure we bring that brand essence through the whole customer experience.”

Moon agreed digital has significantly changed how consumers connect with brands, but claimed the more things change, the more they stay the same, especially when it comes to customer motivations.

“As consumers, we now have far greater tools and information to hand to help make decisions and choices, but ultimately, the reasons why we choose one brand versus another remain pretty consistent,” she claimed.

While these motivations differ by category or industry, Moon said she believed success comes down to getting under the skin of your brand target, which she labelled the “brand muse”. It’s this target consumer she’s now working to define for OPSM.

“It’s about finding that one target, bullseye customer you design your whole brand and experience around,” Moon said. “For example, for Coca-Cola, it’s the spirit of the American teenager. Apple similarly has a tightly defined one, even though so many of us have Apple devices of one sort or another.

“At Best & Less, it was what we called ‘Aspiring Amy’. We spent a lot of time understanding her and creating a whole experience around her.”

In the same way customers have multiple ways to glean information about brands, marketers have as many ways of understanding their customers, Moon said, adding big data and digital customer feedback metrics as a couple of examples.

But for Moon, addressing customers at the relevant, right moment isn’t something that comes down to time of day or path to purchase.

“It’s about really understanding their drivers and being able to tap into them every possible touchpoint,” she said.

Using Best & Less’ target customer muse as an example, Moon said Aspiring Amy’s entire relationship with fashion was that she is interested, but lacks confidence. A large percentage of the retailer’s target market is mums with young children, whose bodies have gone through a lot of change, she pointed out.

“Generating and regaining their confidence in their bodies and interest in fashion was the motivation we were trying to tap into all the way through customer experience,” Moon said.

This approached manifested in everything from the retailer’s catalogues, where jeans were positioned as having a tummy holding panel, to the in-store experience, where the same dress was displayed in two or three ways to emphasis value for money.

“Understanding the customer in this intimate way helps you be relevant at all moments you come into contact with them,” Moon added. “Then it’s for them to determine which is the most relevant channel or interaction.”

Check out the full series of BrandHook's Closing the Gap podcast series on CMO here.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

10 ways of changing your culture through self-awareness

Did you hear about the manager who always shot the messenger whenever they brought bad news? He eventually stopped hearing bad news. Unfortunately for him, this wasn’t because there was none to report.

Steve Glaveski

Co-founder, Collective Campus

How to create a compelling customer experience vision

Organisations are seeking new ways to engage customers, drive new sales and increase customer satisfaction by providing engaging customer experiences. A customer experience initiative that lacks a strong, clear vision often fails to achieve its intended result.

Olive Huang

Research director, Gartner

Marketers are driving our innovation ecosystem

The Government's newly released National Innovation and Science Agenda shows that for economic growth to continue within Australia, an 'innovation ecosystem' must be fostered, where new businesses with new ideas are encouraged to grow and flourish. With every company wanting to increase, retain or improve their customers’ experiences, this makes marketing vital to fuelling Australia's ideas boom.

Lee Tonitto

CEO, Australian Marketing Institute

Agreed. I see the opposite problem quite often where people are tasked in an organisation just with "be creative" - thus offering no boun...

Dr Fiona Kerr

The great debate: Is data killing creativity?

Read more

By far, this is the best article I've come across so far that has a relevant information regarding the future of marketing. Although the ...

Jayden Chu

​Six ways to prepare for the future of digital marketing

Read more

These are some good ideas. You didn't touch on the overarching goals and results of brand loyalty. This article does a good job at provid...

hgsupport

Four ways to use social media to boost customer loyalty

Read more

This read like a PR PLUG for the agency. Very flowery language for the agency and very little details about the deal or the project.

Digital_Marketer

Why Tourism Victoria decided to go agile

Read more

This is a rather useful article! This prediction made in the digital marketing trend is very important to improve the service that the ag...

Adam Way

Digital marketing predictions – Part 2: Getting the strategy right

Read more

Latest Podcast

More podcasts

Sign in