Case Study: Laser Clinics Australia achieves unified, scalable digital customer experiences and higher online bookings with Optimizely

Laser Clinics creates vibrant customer experiences

Laser Clinics Australia, a leader in cosmetic treatments with 150 clinics and over 3 million treatments performed, needed to modernize for a younger, digitally savvy audience and support expansion into New Zealand and Europe. Growth was threatened by a fragmented franchise model, no single customer view, complex booking rules (multiple services, room/equipment and staff availability, variable treatment times), duplicate records and concerns around revenue allocation and board buy-in for investment.

They implemented Optimizely Commerce Cloud and Marketing Automation integrated with Microsoft Dynamics 365 CRM, delivering a customer-centric platform in under six months with elastic cloud scalability. The site now drives 16% of bookings, Marketing Automation has reached 900,000 customers and lifted conversion to 2.16%, reduced in-clinic phone load and created a unified customer view — positioning the business for continued expansion (including the UK) using AI and personalization.

Laser Clinics Australia