Establishing an independent optical retail store is challenging. It can be difficult to serve customers comprehensively and advancing other business issues at the same time. That's why Seiko has developed an exclusive co-branding network for independent premium opticians.
Precision has been anchored in Seiko's DNA for over 140 years and is the guiding principle behind everything Seiko implements: from the smallest detail to groundbreaking development. In keeping with the credo of absolute precision, the Seiko Partner Programme is also precisely geared to the needs of independent opticians. The partner programme is based on five pillars that form the foundation of long-term cooperation: coordinated conditions, extensive guarantees, additional services within the framework of the precision partnership, individual training and targeted marketing activities.
Every Seiko Vision Specialist inherently receives comprehensive support from an extremely credible and reliable international brand—with a precise premium positioning that attracts loyal customers. In addition, year-round Seiko-driven marketing campaigns enable Seiko Vision Specialists to increase in-store footfall, enhance the shopping experience, increase revenue and clearly differentiate themselves from the competition. This frees up valuable time for Seiko partners to provide the best possible service to their end customers.
Acquiring Customers and Fostering Customer Loyalty – Two Robust Approaches in One Program
Developing new target groups is particularly important in the highly competitive optical industry. The Seiko Vision Specialist Programme makes a valuable contribution in this area with the Seiko Social Media Manager by supporting SVS partners in their continuous, attention-grabbing presence in social media. Via a platform specially developed by Seiko, SVS partners are offered prepared posts with visuals and text contributions, which they can adapt according to their own wishes or adopt unchanged. At the same time, the platform can also be used to plan and manage their own, Seiko-independent activities. In addition to publishing posts in the feeds, Seiko publishes and manages several geolocated social media ad campaigns each year, which are used specifically in the SVS partners' catchment area to target new customers.
Research shows that customer satisfaction among SVS customers is very high due to the excellent product quality, the excellent advisory tools and the competent advice provided by SVS partners. The aim of the Seiko Vision Specialist customer loyalty programme is to use this potential for follow-up business and to successfully bind customers to the specialist optical shops. The SVS partners take part in a standardised procedure in which the use of various services is offered via regular newsletters. In this way, contact points are created continuously along the life cycle of the eyewear, where the SVS partner can profile himself as a qualified and high-performance contact partner for good vision. This effectively strengthens customer loyalty.
