National Trade Rewards Promotion
Transitions Optical, Inc.
CHALLENGE:
Develop a break-the-mold education and engagement program to further grow the relationship between the Transitions® lenses brand and it's thousands and thousands of distribution partners in the eyecare industry. There are dozens of "spiff" programs in the category, so the key challenge was to develop a program – and support materials – that stood out, resonated with distribution channels and provided meaningful educational and practice-building rewards.
SOLUTION:
We began with focus groups of eyecare professionals in order to identify their needs and those rewards that would be deemed meaningful. From there, we worked with Transitions to develop the Star Partner certification program from "the white-board" up, creating everything from the multi-level promotion itself to promotional and sales materials to the fulfillment strategy to sell-in events to a website and web engagement environment that has to be experienced to be believed. Heavy database integration, design, usability testing, content development, and program support – the web space developed for the Star Partner program has become a case study within Transitions on "how to do it right."
RESULT:
The program was introduced in test January 2011 to key optical practices throughout the US and is being launched nationally in 2012. It has become one of the largest and most-impactful industry trade programs in the 25-year history of the brand.