Secret Shopper Insight to Brand, Strategy & Growth Framework

Eyesite Opticians, Yorkshire

About Eyesite

Eyesite is a long established independent opticians group with four locations across Yorkshire.

They engaged me to pressure test their customer journey through a full secret shopper exercise and then lead a two month strategic project to bring clarity to their brand, customer experience, and future growth direction.

Eyesite Opticians, Yorkshire

The Objective

Create a business that can grow sustainably, protect its premium positioning, and convert more customers through a stronger brand, clearer strategy, and aligned marketing.

The Challenge

Inconsistent customer experience across stores

• Broken or friction heavy digital booking journey

• Underperforming social media and digital marketing

• No single, clearly defined Brand ID or positioning

• Privé (personal styling) and Ethical ranges underutilised commercially

• High internal standards, but not translated into external perception

In short: An excellent business with huge potential, lacking strategic structure and ownership of their brand ID.

My role included:

• Led secret shopper programme and insight reporting

• Facilitated brand identity and positioning workshops

• Defined core values, brand promise, and brand feel

• Built customer personas and commercial growth drivers

• Mapped the ideal customer journey

• Set foundations for marketing strategy and supplier accountability

• Acted as strategic partner to founders and leadership team

  
  

This was not tactical marketing execution.  It was senior oversight, clarity, and decision making.

The Solution

A senior led discovery and strategy programme combining:

• End to end secret shopper across all four stores

• Digital touchpoint audit (website, booking, socials, email)

• Brand ID & values workshops with founders and leadership

• Commercial goal setting for 2026

• Definition of core brand pillars and positioning

• Customer journey mapping (digital → store → follow up)

• Privé & Ethical sub brand direction and ownership

• Marketing and supplier landscape review
  

All aligned into a clear strategic framework.

The Results

• Clear Brand ID and positioning for Eyesite

• Defined 2026 business and marketing focus areas

• Identified revenue leakage and conversion blockers

• Direction for Privé as a premium commercial arm

• Direction for Ethical as a planet conscious brand extension

• Agreed priorities for website, booking system, and digital experience

• A business now operating from clarity, not chaos

  
  

Most importantly, Eyesite now has a roadmap for sustainable, confident growth.

Why This Matters

This case study reflects how I work:

• I translate vision into structure

• I bridge brand, strategy, people, and execution

• I operate at a senior, embedded level

• I build clarity, momentum, and commercial direction
  

This isn’t consulting. It’s strategic partnership.