When it comes to a dance like the tango, forming a close connection is crucial. Two dance partners unite in intricate movements to form one, fluid experience. CooperVision Italy is using the tango to convey the essence of its innovative marketing project to cultivate new and former business partners.
“The Experience” is a unique marketing plan based on the value proposition of premier customer service, intended to set the company apart in an increasingly competitive market. The project supports the objective of being the business partner of choice by key eye care practitioners (ECPs).
“Italy is a very fragmented market with numerous highly relevant independent practitioners selling to price-sensitive consumers,” said Paola Rizzetto, CooperVision Italy Managing Director. “Our objective is to strengthen our relationships with existing customers, while attracting new business and restoring former partnerships through superior attention and service.”
To achieve that goal, two parallel nine-month programs were developed and introduced to opticians: The Master Experience for top professional customers and The Elite Experience for top commercial customers. Each experience includes valuable online and offline services tailored to meet the needs of each customer group, complete with on-demand webinars, in-store and online staff training, video blogs, a starter kit, priority assistance, and more.
Customers selected for The Master Experience, for example, are offered a visit to the CooperVision Centre of Innovation near Budapest for a chance to “experience” the highly advanced technology of the facility and to spend some time enjoying this central European capital.
“The partnership between CooperVision Italy and its customers is truly a win-win for everyone involved,” said Paola. “The Experience is an inventive example that differentiates CooperVision and highlights our dedication to customers!”