The Alliance Consumer Loyalty Programme is intended to enable independent opticians to engage in advanced customer contact management and loyalty marketing activities, in order to distinguish themselves from the competition in the eye-care sector. The programme comprises a mix of database facilities, communication means and individual high-level marketing advice.

The opticians compile their customer contact programmes on the basis of customer profiles and individual recommendations. The customers receive optimally personalised messages on the basis of their profile and their behaviour. All the relevant customer mutations and responses as well as benchmark data are offered on an up-to-date and personalised basis via an online dashboard to the participating optician. Over 170 opticians in the Netherlands and Germany, together serving over 350,000 active consumers, take part in the programme.

The Loyalty Programme achieves significantly high performance levels on all the formulated objectives, including criteria such as market share, ROI, influence on the wearing period, store attendance, store loyalty, etc. Loyalty Lab serves as the central co-ordinator of the programme.

 

Ron de Bruijn, General Manager Essilor Benelux: “Working together with loyal opticians and supported by professional CRM programmes, we are able to connect our knowledge of the consumer and his context to the selection of products, effectiveness of the means to be deployed and our response to customer experiences. These professional programmes give us a clear competitive edge within the eye-care sector.”

Hein Vrins (former) Marketing Manager Essilor Benelux: “The presented case illustrates a unique opportunity, in that the successful utilisation of CRM is now also an option for relatively small retail companies. This is an example of collaboration within the distribution chain and of bundling of market efforts. Ultimately, consumer appreciation is the determinant factor, and this is unequivocally proven by the results of the programme.”

Essilor Benelux is part of Essilor International. Essilor is world leader in the market for (corrective) eyeglass lenses. Essilor is mainly known as manufacturer of the Varilux® brand.