• Creating a Digital Ecosystem

    baush & lomb

    Enhancing sales channels and online positioning

BACKGROUND

It was 1853 when John Jacob Bausch borrowed $60 from his friend Henry Lomb to open a small optical store in Rochester, New York. It was the beginning of a brand which, almost 170 years on, is a world leader in eye health. Bausch & Lomb products are characterised by a high degree of innovation and quality in the field of eye health.

B&L has been present in Italy since 1972 and distributes medicines, supplements, medical devices for ophthalmic surgery, contact lenses and lens-care solutions.

activity

Sales management Full outsourcing management Shipments Integrations Customer care Web development Social advertising Social consultancy Online advertising SEO

GOALS

- oversee digital channels

- improve the brand's online image

- approach online sales by providing the best customer experience

- create an online store to provide new consumer services

- support the sales force and increase user loyalty

- optimise internal processes by minimising error margins

STRATEGIES AND TOOLS

On behalf of IOM S.p.A., Calicantus acts as Merchant of Records (MoR) or the Seller who appears on the books and handles sales, collects and manages orders daily, acting as an intermediary between Bausch & Lomb and the end customers.
With the aim of enhancing online sales channels, Calicantus designed a new online store, developed on open-source Prestashop technology, integrated with Bausch & Lomb's logistics infrastructure.

To foster the growth of the online store, together with the B&L marketing managers, the Calicantus digital marketing team manages the strategy and operation of marketing campaigns and social channel management, to increase both the visibility of the e- commerce, attracting new potential customers, and the related sales.


Supporting traditional and digital channels in an integrated strategy is the real boost for the
brand

Sales management Full outsourcing management Shipments Integrations Customer care Web development Social advertising Social consultancy Online advertising SEO

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