Essilor Polonia is a brand that has been operating in Poland since 1991. It was the first foreign company on the market to supply eyeglass lenses to optical salons. As part of the Essilor Group, it fulfils a common mission, which is "Improving the quality of life by improving vision".

Essilor Club loyalty programme

The target group of the loyalty programme, that we have prepared together with Essilor, were the owners of optical stores cooperating with the brand in Poland. It was launched in order to increase the sales of lenses covered by the promotion and, at the same time, to broaden the knowledge about the products of this brand among the owners and employees of these salons. Each participant purchasing selected lenses was rewarded with points that could later be exchanged for prizes from the catalogue. Points on the participant's account could be accumulated during regular and quarterly actions. Thanks to permanent actions, they were awarded for each pair of lenses purchased. Quarterly campaigns allowed to earn base points for purchasing lenses and additional points for achieving a specific goal.

As part of the loyalty programme for B2B customers, we also implemented a training platform where each participant could expand their knowledge of Essilor products. The trainings could also be used by employees of optical salons.

B2B loyalty programme - results

The loyalty programme created by us made it possible to increase the sales of Essilor products and, at the same time, encouraged the owners of stores to familiarize themselves with the brand's offer. Well-thought-out permanent and quarterly campaigns resulted in a high commitment of the participants, and the valuable knowledge transmitted through training and an attractive catalogue of rewards constituted an effective form of motivation. The programme gathered over 500 registered participants (optical salons). More than 200 certificates were issued as part of the training sessions.