EssilorLuxottica teams up with four practices for VIP open days

EssilorLuxottica has partnered with four optical practices around the UK to host VIP open days.

The events aimed to help boost footfall and sales in practice.

Ellis and Killpartrick Opticians in Cheltenham, Drage and Tozer Opticians in Sudbury, Sydney Goldwyn Opticians in Shipley, and Walters Opticians in Gainsborough all took part in the VIP vision open days.

For each of the open days, EssilorLuxottica provided a panel of experts to offer advice to visitors on achieving their optimal vision and style, as well as support to run and publicise the events, with local PR and advertorials.

The open days also featured activities to draw visitors and offers for frames and lenses.

Neil Vedmore, practice director of Ellis and Killpartrick Opticians, said: “The VIP open day centred around offering appealing product promotions and expert advice, which proved a big success.”

Based in a shopping mall, the practice set up tables outside with products and props to appeal to passers-by, with branded cupcakes and prosecco available for visitors. The event resulted in the practice’s best single trading day in nearly 30 years.

“There were large balloon pillars, and golf clubs set up on a putting mat amongst displays of frames,” Vedmore shared.

Describing support provided by EssilorLuxottica with the planning and marketing of the event, Vedmore commented: “The day gave our patients, old and new, the opportunity to get expert advice and to try various products at a heavily discounted price. The benefit to the practice was that these patients are now hopefully long-term purchasers of these products at future visits.”

Alan Pitcher, commercial director at Essilor, said: “It is fantastic to be able to support our customers in this way, utilising the power of our brands and our experience within the team. We were delighted to achieve these results, not only in terms of sales, but in the education of patients and PR for the practice.”

“We hope this is something we can develop and do more of in the future,” he added.

Pictured: The EssilorLuxottica supporting Ellis and Killpartrick at the practices’ open day. L-R Laura Moloney, Carla Bangs, Amy James and Kyle Morton