Hoyanet Campaign Shop: professional marketing campaigns in the click of a mouse

How do you enable independent opticians to carry out direct marketing campaigns that can stand up to the aggressive marketing of optician chains?

Glasses
Hoya Lens The Netherlands B.V. in Uithoorn, a subsidiary of Hoya Corporation Japan, has been a successful leader in the optical market for more than 25 years. With a unique automated production process and a targeted online logistics system, Hoya Lens The Netherlands delivers glasses to opticians throughout the Netherlands on a daily basis.

Approaching the market professionally
Hoya Lens The Netherlands and its clients (opticians) are continuously faced with the challenge of strengthening their market position when up against the competition. Hoya Lens the Netherlands has recently developed a loyalty programme called ViewPoints, with which it wants to attract independent opticians. As part of this loyalty programme an optician can trade in save ViewPoints for business and marketing support.

This support is offered through Hoyanet, an interactive web portal that offers access to a broad range of information, products and services. The independent optician is therefore able to approach the local market in an optimally way. This initiative has turned Hoya Lens The Netherlands into an advisor for independent opticians.

As part of Hoyanet, Hoya Lens The Netherlands has introduced a Campaign Shop, in which opticians can put together and execute professional direct marketing campaigns at limited costs, in no time. Hoya’s partner, De Communicatiegarage, complemented the creative components of this Campaign Shop. For the development of the Campaign Shop Hoya Lens The Netherlands was looking for a partner who could take care of executing campaigns.

An automated solution
For Hoya Lens The Netherlands 2organize implemented a fully automated Campaign Management & Execution System, including an online reporting environment. Based on this 2organize ensures the database marketing processes that are done ‘under the bonnet’ for campaigns in the Hoyanet Campaign Shop.

Independent opticians can make use of the full service Hoyanet Campaign Shop, where they can adapt campaigns to their own taste or have them adapted according to their wishes. By way of the Campaign Shop an optician can target selected clients and prospects. As an option 2organize can ensure the entire execution of the campaign, including handling responses and mail. Moreover, an optician can have their address files cleaned up, rid of doubles and enriched by 2organize. Furthermore, it is possible to rent prospect addresses, substantially increasing the target group of an optician, while online reports offer the optician insight into campaign results.

By using the Hoyanet Campaign Shop an independent optician can:

1. Effectively communicate with clients
2. Execute cost-efficient and flexible campaigns in their own corporate style
3. Keep their client files up-to-date and possibly enrich them
4. Measure the efficiency of a campaign
5. Have the mailing, response and mail processing done
6. Plan campaigns over a longer period

The result is binding
In combination with ViewPoints and Hoyanet, the Campaign Shop offer opticians the possibility of outsourcing professional direct marketing campaigns, aimed at recruiting and retaining clients. The result for Hoya Lens The Netherlands is a strong link with independent opticians.