Development of a B2B2C Marketplace for Contact Lenses in the OTC Market

Introduction

The Vision Care Division of Alcon is one of the world’s leading manufacturers of contact lenses and contact lens care products. Its extensive portfolio includes daily lenses, monthly lenses, colored lenses, as well as a variety of products for contact lens care and eye health. To meet the challenges of a changing market, Alcon decided in 2015 to pursue innovative distribution methods.

The Challenge

The traditional sale of contact lenses through optical retailers was increasingly pressured by the emerging online trade. Often, opticians provided the expert service of the initial fitting but did not benefit from long-term business, as customers conveniently reordered their contact lenses online. This behavior led to revenue losses for opticians and presented Alcon with the task of finding a solution that would both strengthen the specialized trade and meet the needs of end customers.

In 2015, Alcon’s European headquarters in Geneva decided to develop a central „eCommerce-as-a-Service“ model and introduce it in relevant European markets.

Solution Approach

The core of the solution was the development of a B2B2C marketplace that would enable opticians to offer their customers online reordering of contact lenses and a contact lens subscription service under their own name—without significant effort. The essential components of the approach were:

• Adapting the existing B2B ordering portal for opticians to meet new requirements.
• Creating a new B2C portal for end customers that seamlessly links with the B2B portal.
• Implementing promotions: Alcon could offer various promotions through the B2C portal to generate new customer leads and connect them with local opticians.
• Strengthening customer loyalty: Existing customers of opticians were to be motivated to use the platform to increase customer retention.

Approach

To establish the connection between the end customer (lead) and the local optician, a special promotion logic was developed:

• Store Locator: Customers could select their preferred optician via an integrated store locator.
• Personalized Vouchers: After choosing the optician, customers received a personalized voucher containing information about the selected promotion and the respective optician.
• Tracking and Measurability: By encoding the vouchers, the entire process—from the first click on an online advertisement to the completion of a subscription in the retail store—could be tracked, and the success of the promotion measured.
• Flexibility for the Customer: The optician could enter the product and values into the system and either agree to a subscription directly in the store or give the customer the option to do so later from home.

Results

Implementing this innovative approach led to impressive results:

• Quick Onboarding of Opticians: By utilizing the already existing B2B portal, opticians could be integrated into the new marketplace quickly and easily.
• Localization for Multiple Markets: The B2C website was localized for eight European markets and is available in Germany under www.kontaktlinsen-tragen.de. Participating opticians have a digital showcase there and can be found by customers.
• Effective Lead Generation: Alcon could centrally create online and offline promotions and use them for lead generation for opticians. After the digital transfer of the lead, opticians could offer and conclude contact lens subscriptions, either in the retail store or later via self-service by the customer.
• Self-Management for Subscribers: Users of the contact lens subscription could manage it themselves, update delivery addresses or payment data, and download invoices and receipts.

Conclusion

By developing a tailored B2B2C marketplace, Alcon was able to create a win-win situation for all parties involved:

• For the Opticians: They benefit from their customers‘ online reorders and can expand their service without investing in their own e-commerce infrastructure.
• For the End Customers: They receive the convenience of online shopping combined with the professional expertise of their trusted optician.
• For Alcon: Strengthening market position by supporting the specialized trade and directly addressing new customers in the contact lens segment.

This innovative approach demonstrated how traditional business models can be complemented and strengthened through digital solutions. By closely collaborating with opticians and focusing on the needs of end customers, Alcon successfully responded to the challenges of online trade and created sustainable added value for everyone.

The development of the B2B2C marketplace for contact lenses in the OTC market showcases how digital transformation in retail can be successfully implemented while sensibly complementing traditional distribution channels.