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Essilor launches patient promotions and guarantees for 2021

The company aims to drive footfall for independent practices, as well as boosting their visibility online

male model in frames
Essilor has launched a series of patient promotions for 2021, aiming to drive footfall for independent practices, and boost their online visibility. This is accompanied by an extended loyalty scheme for eye care professionals (ECPs).

The company has launched a new ‘total satisfaction’ guarantee for patients with personalised lenses, aiming to provide extra reassurance that independent practices can pass on to their patients when making a purchase.

Through the new guarantee, if a patient is not completely satisfied with their new personalised lenses, or loses or breaks them, they can be exchanged or replaced within a 12-month guarantee period.

Tim Precious, managing director at Essilor, explained: “It’s the first time we’ve extended a guarantee like this to cover the loss and breakage of lenses as part of a growth strategy.”

“We are confident it will help ECPs efforts to regain momentum and drive new and existing customers back in-store,” Mr Precious added. He suggested the guarantee could also help “mitigate risk to the buyer” and enhance the patient’s purchasing experience.

The guarantee is applicable for purchases of Frame fit f-360°/ E2, Near Vision Behaviour, Eyecode and AVA lenses.

Essilor will name all participating independent optical practices on its consumer website and has developed point-of-sale material to promote the guarantee.

Essilor has also launched its multipair Take Two promotion for 2021, offering a complimentary or discounted second pair of lenses.

The company is supporting the offer with a national digital advertising campaign, directing consumers to their nearest participating practice to redeem the offer. All independent practices taking part in the promotion will be named on the Essilor optician finder with a dedicated page about the promotion.

The company said it aims to increase online visibility for practices, with Mr Precious explaining: “Finding new ways to adapt and attract customers is essential and we believe the promotion and digital drive to store activity will help keep revenue streams healthy at a time when the number of appointments is much lower than normal. It will also help independents challenge competition on the High Street from national chains.”

The promotion began on 1 February and will run until 25 November. The Take Two promotion has been simplified to offer a net-priced second pair, which includes all elements of the lens including Transitions, Xperio and personalisation measurements.

Posters and digital assets have also been made available for practices to promote the offer.

Supporting ECPs

For ECPs, Essilor has extended its Varilux Lens Specialist loyalty scheme to support practices affected by the pandemic. The company explained that points that were due to expire at the start of February can now be put towards extra marketing support over the next 12 months. This can include branded merchandise, reading charts, media adverts and Facebook support.

Points can also be exchanged for discounts on a selection of instruments to help perform socially distanced eye examinations, including the company’s newly-launched Vision R700 Phoropter.

The company added that lens equipment discounts and deals are available for practices to obtain rebates against their monthly payments, if extra financial support is needed.

As part of its COVID-19 support for practices, Essilor is continuing to offer virtual business consultations and CET.