Essilor
Essilor Increases Business-to-Business
and Business to-Consumer Revenue With CRM
(Customer Relationship Management)
The Challenge
Belgium is one of Essilor's most competitive markets in the world. The independent optician is the most profitable channel for Essilor because of higher consumer prices. However, these independent shops had no ability to compete with large enterprises, with little to no time to spend on marketing activities. Essilor needed to implement a strong CRM vision and strategy to make these independent opticians survive when pitted against the larger players in the marketplace in order to maintain the lucrative sales channel they provided to Essilor.
Approach
Setting up the B2B Program Essilor wanted to maintain its strong position with its independent opticians. Essilor identified the following clear project objectives and benefits:
- Help independent opticians compete and survive with larger players in the marketplace to soften their push on better buying terms and conditions from Essilor
- Help the independent opticians in their contact and marketing capabilities with their consumers
- Increase the size of the loyal independent optician base
- Increase customer satisfaction
- Accomplish these goals with minimal capital investments and a win-win relationship of value that would attract independent opticians to participate in Essilor’s campaign.
Each optician is free to define himself up to 20 variable fields in order to create his own corporate image, lay-out and message differentiating him from his competitors. The merge of the different data files (opticians, customers, messages, incentives) is performed by Loyalty Lab. Publimail is in charge of the translation of these variables into unique mail packages.
Results
B2B Segment
- Market share of Fidelis opticians increased from 29.9% to 38%
- Revenue increased per Fidelis optician by 14%
- The number of Fidelis opticians increased substantially.
B2C Segment
- Brand awareness rose from 69% to 74% (aided)
- Increase of 100% in total customer base since start of program
- Decrease of average replacement time by 100 days
The success of the program is convincing Essilor branches in other countries
to set up a similar program.
Customer : Essilor
Product : Varilux
Agency : Loyalty Lab
One of the leading players in Europe in the area of CRM, with specific focus on the multi-phase distribution sectors (CRM Excellence Award). Loyalty Lab realizes the link-up and co-ordination of Sales & Marketing and IT operations.
Contact : Paul Bosmans
Tél : +32 2 648 83 81 - www.loyaltylab.be
Digital Printing / DM office : Publimail
A leading Belgian fulfillment house, specialized in Direct Marketing & Administrative Mail applications.
Bart Van Deuren
