Assignment Liberty Sport wanted to reinvent itself. Known for decades for making protective eyewear sold through eye care professionals, it was ready to transform into a competitive, consumer-focused retailer of stylish, high-performance sunwear and specialized sports eyewear. As part of this transition, we were tasked to launch a new line of eyewear, while reinforcing Liberty Sports reputation as a premier provider of sports protective eyewear for kids.
Approach The offices of eye care professionals remain an important retail space for Liberty Sport in promoting the “second sale” i.e, the sale of prescription sunwear in addition to conventional glasses. We used the environment to reach parents of children needing protective sports eyewear -- from window clings as they enter the store to posters in the waiting room and counter cards at the sales desk.
Results Liberty Sport has increased their retail footprint across the country with eyecare professionals using the in-store promotional materials. Eye care professionals are also reporting an increase in Liberty Sport product requests indicating elevated levels of awareness by consumers.