Until now, the General Optica’s loyalty programme rewarded its members only through benefits linked to their purchases in the opticians: discounts, promotions, etc. But in 2005 those benefits extended outside the stores. Thanks to an agreement between General Optica and companies in different sectors, customers also enjoy benefits in fashion, leisure, etc.

But just as important as the establishment of these agreements has been maintaining the link with these supporting companies and building loyalty in the partnership project. In order to do this it was essential to establish a relationship with the marketing directors of these companies.

The action did not demand any response from the target, but 100% replied either by telephone or e-mail to thank us.

In order to encourage these new partnerships, an initial mailing was carried out, aimed at the marketing directors of the participating companies the day after signing these important agreements. We invited them to join us a special kind of toast.

We sent them a box with the message: “WE WANT TO SHARE A TOAST WITH YOU AT GENERAL OPTICA”. Inside were some General Optica glasses, but they were not normal glasses. They were the typical ‘bottle bottom’ glasses in that the lenses were the bottoms of the two cava bottles that we had invited them to share with us. CHEERS!