“We would recommend Afterpay to every business.”
The founders of Bailey Nelson share how Afterpay has helped build brand loyalty and drive growth.
The Afterpay Advantage:
Bailey Nelson customers who pay with Afterpay spend, on average, 10% more than other customers.
Afterpay customers shop more frequently at Bailey Nelson.
Afterpay is popular with Gen Z customers.
Afterpay’ Shop Directory sends thousands of new leads to Bailey Nelson.
When Peter Winkle and Nick Perry founded Bailey Nelson in 2012, they were determined to offer a new kind of optometry experience.
Just as Winkle and Perry took a fresh approach to eyewear, they have been similarly innovative in their approach to payments, and in 2018 Bailey Nelson became the first optical retailer to partner with Afterpay.
Today, whenever Bailey Nelson opens a new store, anywhere in the world, it sets up Afterpay in store.
“We would recommend to every merchant that they should be working with Afterpay,” says Winkle.
About Bailey Nelson.
When the pair launched Bailey Nelson, they believed there was a gap in the market for affordable, friendly eyewear. “The optometrists we used to go to didn’t have a lot of passion for what they were doing,” says Perry. “The prices were unbelievably high, and it was a very medical, sterile experience.’
So, the pair set out to do things differently. They built beautiful, modern stores, recruited passionate staff and offered eyewear that was both stylish and competitively priced.
The result was a brand that customers quickly embraced, and a decade later, Bailey Nelson has 110 stores across four countries.
Afterpay attracts younger customers.
The pair realised early on that younger customers were moving away from credit cards, towards buy-now-pay-later payment methods.
“You have to follow the younger customers – they are the trendsetters,” says Perry. “Afterpay has built an incredibly strong brand and an incredibly strong connection with younger customers. Our customers expect Afterpay.”
Afterpay offers customers choice and flexibility.
Winkle adds: “It’s really important for us to have Afterpay. Whether people are interacting with us online or in store, we want it to be the best experience they can have. Afterpay provides a simple way for customers to pay for any of our products and manage the way they want to pay.”
Offering customers choice and flexibility is especially important when it comes to paying for health and wellness related products and services, he adds.
“Buying glasses is a necessity, not a desire. People need them for work and home, so we believe it’s important to have different payment options.”
Afterpay drives growth and builds loyalty.
But it’s not just Bailey Nelson customers who enjoy the benefits of Afterpay. The payments platform has also helped drive business growth.
Bailey Nelson customers who pay with Afterpay spend, on average, 10% more than other customers. They also shop more frequently with the brand.
“We know that Afterpay builds loyalty for our brand – we can see it in the numbers,” says Winkle. “Customers typically shop with us 1.1 times a year, and our Afterpay customers shop even more frequently at 1.2 times a year.”
“You might not think of Afterpay when it comes to health and wellness, but it’s actually a really important part of attracting new customers.”
Afterpay helps Bailey Nelson reach more customers.
Afterpay also drives awareness, with Afterpay’s Shop Directory sending 16,000 leads to Bailey Nelson’s website. “So that’s 16,000 potential customers that we may or may not have been able to reach without Afterpay.”
Meanwhile, Afterpay Day has become a key date in Bailey Nelson’s marketing calendar, and last year drove a 41% uplift in sales compared to the same period over the previous three weeks, as well as a 66% uplift in new customers.
“That’s huge for us as a growing brand. We’re constantly looking for ways to connect with new customers, so the fact that we’re able to drive that volume of new customers is huge.”
“You might not think of Afterpay when it comes to health and wellness,” says Winkle. “But it’s actually a really important part of attracting new customers.”
“Afterpay has played an important role in our business journey up until this point, and will so in the future.”
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