Trade Catalogue: from sales tool to brand value.

The Trade Marketing division of Essilor Luxottica, a major manufacturer of ophthalmic lenses, has been our client for some time and, over time, we have accompanied the Brand at topical moments such as the reorganisation of the brand-architecture, the lockdown, the subsequent re-opening of sales outlets, the launch of new products and special projects and the development of presentation tools for the sales force. An apparently invisible work, but one that had a great impact especially on the Opticians, i.e. their customers, considerably increasing theawareness of the Brand.

The last major challenge was the development of the new Products and Services catalogue for the Trade, the complete work of Essilor production and, above all, a tool capable of giving value to the brand and strengthening the relationship with Opticians and, consequently, with end consumers.

Trade product catalogues are not only a sales tool, but can also become a powerful vehicle for brand values. For EssilorLuxottica, we have developed a truly innovative product catalogue, a sales support and brand value tool.

From our target audience analysis and consumer insights, we understood the need to develop a functional and well-organised catalogue, capable of enhancing the experience and professionalism of the Opticians. The Opticians, in fact, are not just salesmen, but expert professionals able to propose tailor-made solutions: this catalogue would therefore be their pillar on which to rest all their knowledge, a precious business card, the ideal bridge between the Brand and the end consumer.

When the objectives and concept are clear, developing such a rich catalogue becomes less of a challenge. Our rationale was to anchor ourselves to the 3 pillars of the Brand, Correction, Protection and Transparency and subdivide the products accordingly. Once the order was re-established, we wrote the new content and revised the existing content, aligning not only the graphics of the product sheets, but also the tone of voice: more intuitive, modern, immediate and in line with the concept 'To improve people's lives, you have to look at the world through their eyes'. Finally, we enclosed everything with a precious cover, using a polish at the printing stage.

The Trade Catalogue is an indispensable tool for sellers, Opticians in this case, because it must support their experience, facilitate the sale and also be shown and understood by the customer who is buying the product. When it meets these requirements, it becomes a fundamental pillar in the relationship between the brand and the end user, which is based above all on trust, transparency and listening. For EssilorLuxottica, we looked at the world through the eyes of consumers and, to those eyes, we wanted to give them a product that would improve their lives.

Essilor is a French multinational manufacturer and marketer of ophthalmic lenses and optical equipment. Since its creation in the early 1970s, it has set itself the goal of becoming a genuine Group specialising in organic progressive lenses, a goal it has achieved thanks to the acquisition of major brands such as Varilux® and the creation of treatments such as Crizal®.

Over time, the brands under the Essilor brand have multiplied to such an extent that a profound reorganisation has become necessary, with the ambitious objective of becoming the ultimate experts in visual well-being, with products and technologies dedicated to every type of target and need. The reorganisation resulted in a new Brand catalogue that sets out the guidelines for the use of the brands and outlines the values underpinning the 3 Brand pillars: Correction, Protection and Transparency.