en
ES
Market dynamization and better customer management
Challenge
Ciba Vision, a contact lens manufacturer and then part of the Novartis group, turns to KISS Retail to grow even more in the Spanish market, even though its share is already truly relevant.
Growing the contact lens categories so that CibaVision can continue to grow considerably.
Generate more traffic and sales in the optical channel, as well as rewarding the brand's VIP distributors.
Solutions
In-depth study of customer journeys in 200 opticians. Research on purchase motivations and product use.
Demonstration of the contact lenses customer life cycle value, and the most profitable business model in the long term.
Creation and development of management tools for opticians: operations manual and sales arguments to encourage product testing and provide better service to the target profile of end customers.
Personalized action plans for VIP customer opticians.
Results
KISS Retail defined the Retail new strategy to increase category penetration and delivered a comprehensive training program for: the Ciba Vision sales force, store owners and managers (+100), as well as opticians and salespeople (+750) of its VIP customers (optic stores).
Sales in the daily contact lens category were multiplied by the opticians who received the sales training, and one year later, the growth was in the double digits.
Increased category penetration and CB sales.
Thanks to this project CibaVision Spain won the award for best retail program worldwide.
