“Couple Sales” have become a tradition at spectacles market leader retailer Pearle Opticiens. The name as well as the type of promotion are inspired by Valentine’s day. Every year in February:

- when you come on your own, you get a frame at half price

- but when you show up in couple, you both get your frame for free

The promotion is most rewarding for both parties when people come as a couple: the customers both get their frame for free, the retailer attracts new customers and doubles his volume in the sales of glasses, being the most expensive part of spectacles by far.

Our challenge is to convince customers to come by two. We successfully did so for many years, even to that extent that we noticed that people started to fake being a couple, only with the intention to obtain both a free frame.

As advertising on Tinder is no option, we simply follow the name of the Tinder game:

- We create a male and female Tinder account

- We put in their profile picture the message “I’m looking for a match to go to the Couple Sales at Pearle Opticiens with”

- We like every profile that passes by

- When there is a match, we inform the person he/she can get a frame for free, simply by showing the match on the smartphone in the store.

The campaign ran for two weeks only. Despite the fact that our accounts were removed by Tinder several times, we obtained 6,000 views of the profiles and 350 matches. With a very modest budget of 5,000 euros invested in handling fee only, the campaign had a ROI of 295% when regarding the number of spectacles sold with the specific Tinder promotional code.