Glasses plus contact lens = huge potential
CooperVision's current Dual Wear campaign for optical retailers shows that glasses and contact lenses can become a perfect team for more customer satisfaction and more sales.
41.1 million people aged 16 and over wear glasses in Germany, which is a remarkable 67% of the adult population. There are moments for glasses and moments for contact lenses - because most of these spectacle wearers could just as easily wear contact lenses without having to choose just one of these visual aids. Contact lens manufacturer CooperVision wants to exploit this enormous potential with its Dual Wear campaign launched on November 1 and support its stationary partners in achieving an increase in sales. A key instrument in this is proactively informing customers at the point of sale about the many advantages of combining glasses and contact lenses.
Contact lenses as a supplement
It's no secret, and almost everyone who wears glasses will have experienced this: Glasses do not always meet all requirements. Sometimes they just get in the way, are impractical or a risk factor, for example during sport, physical work or in damp weather. This is where contact lenses can (and should) perfectly complement glasses and ensure unrestricted visual comfort. Their advantages are unbeatable for many activities. They do not slip, do not break, do not fog up and always offer a clear field of vision. Discreet and unobtrusive, they are also a welcome solution for anyone who does not feel comfortable wearing glasses in every situation. "Dual wearers", who occasionally wear contact lenses in addition to glasses, therefore benefit from many advantages in terms of visual comfort, handling, flexibility and freedom in the various activities of modern everyday life. If the decision is made to wear practical disposable contact lenses, there is also no need for any maintenance.
Dual Wear campaign
The current CooperVision Dual Wear campaign provides specialist retailers with valuable impetus to attract potential contact lens wearers through an active approach and to benefit economically from the major advantages of Dual Wear. The campaign strategy uses the results of an international survey initiated by the company, in which equal numbers of spectacle wearers and people who wear both visual aids took part. The survey confirms that a large number of spectacle wearers know little about contact lenses and would like more information about the various vision correction options. Specifically: only 20 % of spectacle wearers are asked about contact lenses during optical consultations. In contrast, 76 % spectacle wearers would like to try contact lenses - so there is a huge gap here with enormous potential that needs to be closed at the point of sale. Another result of the study that is highly relevant for advice: 54 % of dual wearers opted for the combination with contact lenses because they found their glasses annoying during certain activities, 37 % because they did not like themselves with glasses.
Considerable growth potential
Dr. Ole Rossbach, Head of Marketing & Professional Affairs D-A-CH at CooperVision: "We keep finding that the combination of spectacles and contact lenses is a subordinate topic in optical consultations. Yet dual wear offers considerable growth potential for specialist retailers. Offering an integrated solution for optimizing sales of contact lenses and glasses increases customer satisfaction and thus customer loyalty to a broad, cross-generational target group and generates more sales. Our campaign is intended to emphasize the opportunities offered by dual wear and underline the importance of actively addressing customers." Addressing presbyopes in particular with multifocal contact lenses can also reduce the drop-out rate.
Extensive advertising material
The Dual-Wear specialist retail campaign includes extensive advertising material consisting of posters, tissue boxes, consumer flyers and counter displays free of charge with a specific stock purchase. In addition, numerous social media templates are available on the company's extranet. The topic is also presented in an appealing way via the online marketing platform Axregio.
Christmas gift idea
Retail partners who would like to inspire their eyewear customers with a Christmas gift idea - perhaps a voucher for a contact lens fitting or a contact lens subscription - can order the Christmas voucher form designed for the campaign from the CooperVision sales force and use it accordingly.
