Background
The story of Bausch+Lomb started in 1853 when John Jacob Bausch borrowed 60$ from his friend Henry Lomb to open a small optical store.
A story which has been lasting for 170 years and has turned the firm into a world-leading company in eye health.
Bausch+Lomb products stand out for their first-rate innovation and top quality in the eye health sector. The company is able to meet all patients’ requirements thanks to its 3 specialised divisions: Pharmaceuticals, Surgery and Vision Care.
Bausch+Lomb has been present in Italy since 1972, taking care of its patients’ eye health and providing the perfect solutions (i.e. drugs, supplements, medical devices for the support of eye surgery, contact lenses and contact lens care solutions) to meet their requirements.
Activity
Customer careFull-outsourcing managementIntegrationsOnline advertisingOnline sales managementSEOShippingSocial advertisingSocial consultancyWeb developmentObjectives
– Presiding over digital channels
– Enhancing the brand’s online image
– Encouraging online sales by providing the best possible customer experience
– Creating an online store to provide consumers with new services
– Supporting the sales force and increasing customers’ loyalty
– Optimizing internal processes by minimizing margins of errors
Strategies and tools
Calicantus acts on behalf of Bausch+Lomb IOM S.p.a. as Merchant of Records (MoR), namely the Seller featuring in registers that, day after day, manages sales, payments and orders, acting as an intermediary between Bausch+Lomb and the final customer.
Calicantus has designed and built an eCommerce on open source Prestashop technology, integrated with Bausch+Lomb’s logistics infrastructure. The main objective is to strengthen online sales channels by increasing conversion rates and loyalty thanks to an improved Customer Experience.
In order to facilitate and support the development and growth of the online shop, the digital marketing team of Calicantus – in synergy with the marketing team of B+L – manages strategies and operations of the marketing campaigns and of the social media active presence.
The objective is to improve ecommerce visibility by attracting new potential customers, and to increase purchases both from new and loyalized customers.
