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Essilor and Luxottica Launch EssilorLuxottica 360, Their First Joint Commercial Program in the United States
Essilor and Luxottica, subsidiaries of EssilorLuxottica and Luxottica’s EyeMed, have announced EssilorLuxottica 360, a new joint program that will drive growth for independent eyecare professionals across the U.S. Created at a time when independent ECPs are in need of greater support from the industry, EssilorLuxottica 360 will help increase their traffic, visibility and capture rate, deliver added support around an enhanced patient experience, and improve practice profitability.
ECPs working to build back their business in a tough environment will have the full power of Essilor and Luxottica behind them. Because patient traffic is the lifeblood of every practice, EssilorLuxottica 360 members will receive prioritized positioning across locators, as well as incremental patient traffic and visibility driven by advertising and preferred placement with EyeMed through its PLUS Provider program.
With the ECPs’ virtual and social footprint growing in importance, EssilorLuxottica 360 will give members access to EssilorLuxottica’s digital tools such as the Smart Shopper, which enhances the shopping experience, creates an endless aisle of products and styles to showcase, and offers virtual try-on tools. Members will also have access to product customization tools for Ray-Ban and Oakley as well as Luxottica’s digital windows. EssilorLuxottica has also invested in tools to help ECPs manage and amplify their own social media channels with branded content to drive consumers to their practice.
Giving independents a full picture view of their practice opportunities, the program will come with a dashboard including frame and lens analytics. Members will also have access to an extensive training program, including product and category in-office and virtual training.
EssilorLuxottica 360 will be available to Essilor Experts and Essilor Partners who wish to strengthen their practice through Luxottica’s brands and to Luxottica Gold and Diamond customers who wish to strengthen their practice through Essilor lenses. Members of EssilorLuxottica 360 will have access to special commercial terms on their Luxottica Frame and Essilor lens purchases.
“EssilorLuxottica 360 is the first EssilorLuxottica commercial program to launch and it’s exclusive to independent doctors and opticians – delivering on the power of a combined company that can only be felt through a fully integrated approach to eyewear and eyecare,” said Rick Gadd, president, Essilor North America. “We know the independent is the cornerstone to our industry’s survival, and supporting them through these unprecedented times is critical to their success.”
“Now more than ever, independent eyecare professionals are looking to the industry for support and innovation. High-quality frames and lenses, better service, higher patient satisfaction, increasing sales, visibility and profitability – these are the avenues we focused on when building EssilorLuxottica 360 together,” said Fabrizio Uguzzoni, president, Luxottica Wholesale North America. “We are still at the beginning of our journey, but our goal is to be the best partner to the independents, creating more opportunities for them to grow and better serve their patients.”
For more information, ECPs can visit www.EssilorLuxottica360.com or contact their Essilor Account Executive or Luxottica Sales Consultant.
Essilor Unveils Essilor Experts Media Campaign to Drive Patient Traffic to Independents
Integrating TV, online and social ads, the campaign encourages patients to consider their vision and enables swift action to book an appointment with their local Essilor Expert
With the launch of its new media campaign aimed to drive patient traffic to ECPs, Essilor of America brings Essilor Experts™ top of mind for consumers while inspiring them to consider their vision needs and enabling them to book an appointment with their local doctor. Consumers are introduced to Essilor Experts in a commercial airing nationwide across TV providers, Hulu, YouTube and more, including during highly anticipated televised events, such as the Dallas Mavericks season opener and new episodes of America’s Got Talent. Digital marketing techniques ensure consumers also see digital ads that reinforce an “act now” mindset and provide ready-to-purchase consumers a convenient appointment booking button to connect them with their local Essilor Expert.
“Our media campaign is designed to do two things: find high potential consumers and give them a reason to visit their local Essilor Expert,” said Sherianne James, chief marketing officer and senior vice president of customer engagement at Essilor. “Our messaging meets consumers wherever they get their media – whether that’s TV, social media, streaming platforms or all of the above – all the while encouraging them and giving them an effortless way to book an appointment with their expert.”
Through the media campaign, Essilor establishes the connection between key visual challenges consumers face, Essilor technologies that address those challenges, and the Essilor Experts practices where patients can get the technology they need to have their best possible vision. Primed to purchase, consumers are guided to a frictionless online appointment booking experience through Smartbook, a best-in-class patient communication and marketing program.
Essilor Experts, Essilor’s flagship partnership program, is a proven platform – helping enrolled ECPs generate a 7x increase in exams* and resulting in a 5x increase in lens revenue. Smartbook technology has helped practices decrease no-shows by 33%, which can equate to an additional 100 exams per year for a typical Essilor Experts practice. The Essilor Experts program boasts impressive benefits including a proprietary lens analytics dashboard, extensive training, prioritized positioning across locators, recently announced enhancements through Essilor Preferred Rewards™, exclusive SmartBook technology, and now patient traffic driven by television featuring Essilor Experts and bolstered by digital advertising.
To learn more about Essilor Experts, please contact your local Essilor account executive.
*Compared to practices not enrolled in Essilor Experts.
Varilux Comfort Max is Here – New Generation of Trusted Varilux Comfort Lens Design Delivers ECPS and Their Patients the Latest in Essilor Lens Innovation
New Varilux Comfort Max lenses stretch the useful vision zone to bring all day long vision comfort and postural flexibility to progressive wearers
In its latest effort to support independent practices in prescribing the best technologies for their patients, Essilor launched its latest Varilux Comfort® lens design: Varilux® Comfort Max. This newest premium progressive lens – available through independent eyecare professionals – is preferred by 9 out of ten wearers of bifocals, readers and single vision lenses,1 bringing ECPs the latest innovation they need to help strengthen and grow their PAL business.
Our increasingly digital lifestyle often dictates that PAL wearers adopt rigid, uncomfortable positions in daily life. New Varilux Comfort Max lenses bring flexibility and all day long vision comfort. Powered by new Flex Optim™ technology, Varilux Comfort Max lenses are a tailor-made solution that stretch a wearer’s useful vision zone by up to 46%,2 granting the wearer the postural flexibility to see a given focal point from many angles.
“Presbyopic patients have felt the impact of the increasingly digital world perhaps more than any other lens wearer. Looking from device to device across different vision zones in standard PALs or readers is exhausting,” said Jeff Harrell, Senior director of product marketing. “The cutting-edge technology in Varilux Comfort Max lenses delivers ‘20/Happy’ vision across a greater area of the lens providing comfort and flexibility in the modern age.”
The Varilux Comfort Max lens design is rooted in the patented LiveOptics™ process that provides in-depth knowledge of wearers’ visual needs and behaviors, defining multiple vision profiles based on each wearer’s addition and ametropia. The breakthrough Flex Optim technology then adjusts the power progression curve to each prescription, achieving optimal equilibrium across vision zones for each individual wearer. The end result is postural flexibility delivered by a lens rated 8 of ten for all around performance across vision zones by existing PAL wearers.3
“The brands that ECPs prescribe matter. What independents need now more than ever are ground-breaking innovations that address very real needs of patients in today’s complex environment” said Sherianne James, chief marketing officer and senior vice president of customer engagement at Essilor. “We stand firm in our commitment to deliver the most cutting-edge technologies and the financial freedom for private practices to choose new innovation from Essilor for their patients.”
Varilux Comfort Max lenses are built on the core principles of the Varilux Comfort design – easy to fit, easy adaptation and no additional measurements required. Trusted by ECPs and patients alike, more than 100 million pairs of Varilux Comfort lenses have been prescribed worldwide.
To learn more about Varilux Comfort Max lenses or to elevate your progressive lens offering, contact your Essilor Account Executive.
1Wearers who answered 'yes' – yes/no to ‘want to continue wearing Comfort Max lens‘ – n=49/53 new PAL wearers
2vs. Varilux® Comfort W2+. Average percentage gain in area considering 3 prescriptions (-4 Add 2, 0 Add 2 & +4 Add 2), 5 target distances (at 40cm, 60cm, 1m, 2m & 5m) and max visual acuity loss of 0.15 logMAR.
3Varilux® Comfort Max in-Life Consumer Study – independent third party – UK – 2019 (n=67)
