LowCostGlasses.co.uk are an online retailer of prescription glasses, based in the UK.

Advertising channels have included display, branded search social, outdoor and TV.

With no fixed locations and offering full coverage of the UK, their challenge is to identify who their target customer are, and then to focus advertising accordingly.

SMART-Insight ran analysis against the whole customer database and also separately for different spend levels, to identify audience profiles most likely to buy from Low Cost Glasses and whether there are different profiles for customers buying at different price points.

We also looked at where customers are typically lived and whether there were any areas of the UK of greater relevance.

The results enabled us to provide Low Cost Glasses with guidance as to which Mosaic profiles were of greatest value and the common characteristics found within their customer base.

The information provided will be used to help plan future advertising activity, by ensuring that they are targeting audiences most likely to buy from them and in the right areas.