Specsavers has partnered with Merkle to redesign its global data systems, cutting its UK query volume by 90%.
The work aimed to address fragmented data models across regions, differences in analytics implementations, and the difficulty of linking online activity to in-store behaviour. Those issues had slowed reporting and made it harder for teams to maintain a consistent view of the customer journey.
Merkle built an automated GA4 data framework for Specsavers using Dataform and integrated it into the retailer's global web architecture. The system was designed to make data easier to use across markets and give non-technical teams access to insights more closely tied to business decisions.
The changes also cut data ingestion time by 98% in the UK and saved more than two weeks of engineering time previously spent on manual updates and maintenance. Teams can now track customer interactions from booking to appointment, purchase, and aftercare with greater clarity.
Cross-channel view
The project reflects a broader push by large retailers to unify customer data across digital and physical channels as they seek clearer evidence of how marketing, booking tools, and store visits are connected. For businesses operating across multiple regions, local data structures and separate system ownership often make it difficult.
At Specsavers, the new framework was built to support a global view while allowing local teams to adapt analytics to their market requirements. That balance is often central for international retailers, which need common reporting standards without sacrificing local flexibility.
Adam Cheshire, Senior Technical Digital Analyst at Specsavers, outlined the importance of that unified approach.
"A unified view has been critical in helping us understand our customers across online and offline touchpoints on a global level. We've seen significant improvements in data efficiency and performance, while giving teams greater confidence in the insights they use to make decisions," he said.
Meanwhile, James Saukinsey said the work had strategic value beyond the technical changes.
"We are hugely proud of this work to unify and join our datasets in an efficient way, and we could not have done it without our partners, Merkle. Joining online and store datasets will be so powerful for us as a business, it will improve the customer experience and help us with our aim of changing lives through better sight and hearing," Saukinsey exclaimed.
Operational gains
The changes at Specsavers also highlight the pressure on retailers to reduce the cost and complexity of managing analytics infrastructure. Lower query volumes and faster data ingestion can ease the burden on internal engineering teams while improving the speed at which commercial and marketing teams access information.
Merkle said the design was intended to provide a standard structure for analytics automation across a large organisation while preserving room for local control
Chris Freeland, Chief Executive Officer at Merkle UK&I, described that trade-off as central to the work.
"We wanted to take enterprise-scale analytics automation to the next level for Specsavers, while still preserving autonomy for local teams. Our solution enables easy and quick market onboarding and local adaptability, while ensuring a consistent global customer overview," Freeland noted.
The retailer said the framework also lays the groundwork for broader use of analytics as it expands its understanding of customer behaviour. That includes stronger cross-channel visibility and a more consistent data foundation for predictive modelling.
Kate Amos said the project was intended to support that longer-term shift.
"This work goes beyond efficiency gains. We've helped Specsavers establish scalable, trusted data foundations that unlock richer customer insight today and support more advanced analytics and predictive capability over time," said Amos.