Vision Express part of EssilorLuxottica
Development and implementation of the program designed to address the unique challenges of the low-frequency eyewear industry. By leveraging advanced data analytics and targeted communication, the program successfully improved customer engagement and set new standards for service delivery in the optical retail sector.
Engaging Loyalty Program for a Low-frequency Industry. Comprehensive Vision Care Loyalty Program for the Whole Family
EssilorLuxottica is an Italian-French eyewear-focused multinational corporation designs produces and markets ophthalmic lenses, optical equipment, prescription glasses and sunglasses. EssilorLuxottica acquired a 75% stake opticians group GrandVision, which owns Vision Express. EssilorLuxottica is the largest company in retail sales, owning many of the largest eyewear retail chains in the world.
In Poland, Vision Express takes comprehensive care of the quality of vision and eye health. It is the undisputed leader in the optical industry. The Vision Express network includes more than 200 professional salons.
The global market for eyewear is projected to expand at 5.9% CAGR and reach a market size of US$ 206.1 Bn by the end of 2032, up from US$ 115.2 Bn in 2022. Demand for eyewear products increased between 2017 and 2021 at a steady CAGR of 4.5%, particularly in Asia Pacific emerging markets
such as India and China. Key factors influencing the expansion of businesses that specialize in eyeglasses have been innovative technology advancements and greater spending on research and development by eyewear manufacturers. The development of glasses took centuries, but today's
cutting-edge eyewear solutions are paving the way for perfect vision for people with impaired eyesight.
The optical lens market size was valued at USD 16.88 billion in 2022. The market is projected to grow from USD 18.09 billion in 2023 to USD 32.68 billion by 2030, exhibiting a CAGR of 8.8% during the forecast period. Asia Pacific dominated the global market with a share of 39.16% in 2022.
Resources:
Eyewear Market
Optical Lens Market Size
Vision Express aimed to develop a loyalty program to provide comprehensive eye care while driving sales and increasing the number of transactions. Key challenges included the lack of effective tools for obtaining customer consents, incomplete purchase registration, and low purchase frequency.
Understanding the Eyewear Market and Identifying Challenges:
During the pre-implementation analysis, we identified the key challenges facing Vision Express. Based on these, we concluded that the mechanics of the program should be tools to increase the frequency of customer visits to improve the overall low number of transactions. The platform should target everyone, taking into account online as well as offline customers. to be able to record all transactions. Due to the lack of effective tools for obtaining consents, it is necessary to intensify recruitment efforts, focused on the quality of the data obtained.
Program Design and Strategy Utilizing Current Incentives:
We did not want to create a new entity. We took advantage of the services already offered by Vision Express, encapsulating them in one communication idea and making them into an exclusive package for club members. The program includes regular eye examinations, additional services and special offers.
The program offers the construction of a family tree, within which you can register your loved ones. The vouchers awarded can be accessed by both the family member and the account holder, so those less proficient in the online world can still enjoy the benefits of the program.
Loyalty Program Pilot Run and Wide Implementation:
Before the official launch of the program, we implemented the program in four stores to verify assumptions and refine the program before a full rollout. Conclusions from the pilot allowed verification of assumptions before implementation.
Program Maintenance and Expansion:
We are currently focusing on effectively leveraging knowledge and motivating consumers to specific actions through advanced communication paths implemented within and outside the program, based on the CRM base created. We also use communication for inspirational and sales activities. Overall for Vision Express, we are a support in strategic and tactical planning.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
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E-commerce, Marketing and Omnichannel Director
Rainbow
The Vision Express brand owned by EssilorLuxottica is the most recognizable in the Polish market and there are more than 200 professional optical stores. Our implementation focused on this market. The Vision Care program by Vision Express successfully integrated comprehensive eye care with a robust loyalty strategy, resulting in increased customer loyalty and sales. The program's use of advanced data analytics and targeted communication has set new standards for customer engagement and service delivery in the optical retail industry.
We started the communication by implementing an automated dispatch regarding the processes of registering and adding family members.
Through the loyalty program, the brand can stay in touch with its customers, reminding them of regular eye examinations, offering complementary products like sunglasses, educating on eye care and product innovations, or serving club members on more preferential terms, offering service, cleaning, replacement of broken items at any salon.
“Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.”
Digital Director Lagardère Travel Retail
I highly recommend Loyalty Point as a strategic business partner. Whether analyzing industry dynamics or addressing complex challenges, their team consistently delivers practical and well-founded solutions.
Senior Marketing Manager
Vision Express
Loyalty Point has a solid knowledge to successfully overcome challenges ahead and has a decent technical infrastructure to fulfill high satisfaction of our Customers. On top of this are values like trust, engagement and kindness that make achieving ambitious goals achievable.
Digital Director
Lagardère Travel Retail
We are very pleased with the results of our cooperation. We especially appreciate the multitasking nature of the team - despite implementing several projects at the same time, complex promotional mechanisms were always ready on time.
Head of Loyalty & CRM
Decathlon
Loyalty Point consistently supports us in navigating various challenges, offering constant, professional and reliable support and tailored solutions that align perfectly with our business needs and capabilities.
E-commerce, Marketing and Omnichannel Director
Rainbow
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