Although cashback and product-plus-promotions are mainly used in consumer electronics, FMCG, and DIY, Alcon shows that promotions can be successful in virtually any market segment. Alcon regularly organizes promotions for its contact lens brands Dailies and Air Optix. As these promotions are often only valid at a number of selected retailers, Alcon can tailor them to support certain channels.
‘More than my first contact lenses’ is a promotional campaign that gives consumers €15 cashback and mainly targets those who are going to buy lenses for the first time. Using this call to action and enabling consumers to experience the product will discourage them from shopping around for other brands in the future, as Alcon will become their go-to supplier for contact lenses.
Desk takes care of the entire process: from creating the website and verifying registrations to paying out the cashback.