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Eyewear Case Study
Market Overview
In the eyewear industry, traditional distribution based on a widespread network of physical stores underwent a profound regeneration during and after the pandemic.
This period transformed opticians into reference points, both physical and digital, for their local communities. This evolution toward a phygital model has made it essential for brands to secure online contact with the end consumer while maintaining a strategic relationship with their retail partners.
The challenge for the Brand?
To implement a Digital Trade Marketing strategy capable of balancing brand visibility with the strength of the optician network, transforming every single optician into an authoritative digital touchpoint aligned with the corporate strategy.
Market Overview
In the eyewear industry, traditional distribution based on a widespread network of physical stores underwent a profound regeneration during and after the pandemic.
This period transformed opticians into reference points, both physical and digital, for their local communities. This evolution toward a phygital model has made it essential for brands to secure online contact with the end consumer while maintaining a strategic relationship with their retail partners.
The challenge for the Brand?
To implement a Digital Trade Marketing strategy capable of balancing brand visibility with the strength of the optician network, transforming every single optician into an authoritative digital touchpoint aligned with the corporate strategy.
Objectives
Strategy
The strategy was based on adopting a centralized model through RedHab, ensuring consistency while enhancing the local dimension. The selection of opticians to be involved was carried out in close collaboration with Area Sales Managers, defining strategic profiles and priorities.
B2B2C strategy
Implementation of an integrated marketing model aimed at making supply chain relationships more synergistic, transforming the brand-optician relationship into an effective digital collaboration.
Centralized coordination
Centralized management and direction of content publishing on the Meta channels (Facebook and Instagram) of selected opticians, ensuring a consistent and steady narrative.
Premium content
Widespread distribution of high-quality marketing materials, ensuring that the brand image is respected and uniform across every local touchpoint.
Results
The adoption of RedHab allowed for an evolution in the management of the optician network, transforming a widespread distribution into a coordinated media asset and demonstrating how digital trade marketing can overcome the phygital challenge with concrete results:
The success of the Italian project was so significant that the program was extended to international markets, involving France, Spain, Germany, the United Kingdom, and the Nordic countries.
The success of the Italian project was so significant that the program was extended to international markets, involving France, Spain, Germany, the United Kingdom, and the Nordic countries.
