EssilorIDD.com Investment

Claire Mosley Baylor University

Summer 2014

Presentation Agenda

Internal & External Customer Research

Evaluated Possible Developers

Cost Analysis

Recommendation Plan

76.4% New Users

24.6% Returning

Users

User Profile

Bounce Rate

66.4%

Sessions Bounces 339

66.4% Overall

EssilorIDD.com vs. Essilorlabs.com

User Profile

24.6% New Users

76.4% Returning

Users

Bounce Rate

16.41%

Sessions Bounces

4,244

16.41% Overall

927 Page Views 301 Users

25,632 Page Views 2,103 Users

Feature Rankings

Top 3: Marketing Resource Library, Reporting, Online Directory

0%

10%

20%

30%

40%

50%

60%

70%

80%

Marketing ResourceLibrary

Calendar

Uploading Feature

Customizable Interface

Reporting

Messaging

Online Directory

Tracking

*Scores were taken from responses from Personal Interviews from IDD Marketing, Wholesale Managers, and Lab Customers

EssilorIDD.com New Features

1. Marketing Resource Library: A place where promotions, presentations, and product launch letters can be archived. Users would be able rate or analyze the materials as well.

2. Reporting Function: A place where STATS reports can be uploaded and the data filtered to create a standardized report. Users will be able to filter and search for data in the reports.

3. Online Directory: A place where Internal Marketing, WM, RVP, Labs, and Brand Reps contact information is listed.

4. Marketing/Industry Trends: On this web page customers can view what is happening across IDD as a whole, and see how they compare.

IDDWM/RVP Labs

Reed Mitchell

Bailey .com

Strawn Solutions

Warren Douglas

2.33 2.83 2.67 2.67

3.0 2.8 2.2 2.2

3.0 2.5 3.0 3.0

2.25 2.5 2.63 2.25

2.4 2.6 2.8 3.0

3.0 3.0 3.0 3.0

12.98 15.73 16.3 16.12

Total Price

Reed Mitchell

Bailey .com

Strawn Solutions

Warren Douglas

35% 42% 40% 40%

75% 70% 55% 55%

30% 25% 30% 30%

68% 75% 79% 68%

24% 26% 28% 30%

30% 25% 30% 30%

261% 263% 262% 253%

$28,500 $55,000 $66,000 $108,000

$28,500 $1,500

Straight Score Weighted Score

Strategic Vision

Cost

Timeframe

Functionality

Support

Implementation

Total Scores

Price

Criteria

Website Developer Scorecard

Ph

ase 1

1 2 3 4Month 1:

User Interface Design

•Determining the right user interface and website design •Perfecting User Interface

Month 2: Creative &

Copy Design•Creative Treatment•Determining final site messaging and copy

Month 3:Website

Development •Website Development & Testing with IDD will begin •Bring in Essilor IT

Month 4:Website

Development•Website Testing will continue •Strawn Solutions will begin Data processing

5 Month 5:Site Launch

•Website Soft Launch for IDD Marketing & WM in Month 5

Ph

ase 2

Possible Phase 2: Incorporating additional value content by integrating Essilorlenses.com & Salesforce.com

Recommendation & Implementation Plan

Site Launch: Weekly & Quarterly E-mail Blasts about Website

Reed Mitchell Strawn Solutions

6

Recommendation & Implementation Plan

Recommendation & Implementation Plan

Overall Impact for IDD

1. Growth Opportunities • Historic data and reports at

ones fingertips to show Labs how they can grow

2. Take Best Marketing Practices and Apply Them• Central Repository of Marketing

Promotions• Analyze Marketing Success and

ROI 3. Demonstrate Value of

Partnering with IDD• What have you done for me?

Overall Impact for IDD

Identify Growth Opportunities

+ Faster Historical Data Analysis

.3% Sales Growth Rate

EssilorIDD.com Investment ROI

*Jobs and Average Sales price based upon year over year growth from 2013 and 214 sales Data excluding Global and 2014 YTD June Dashboards

Knoxville(Small)

Pinnacle (Medium)

Walman (Large)

Total IDD

Estimated 2015 Jobs (Mar-Dec)

13,500 42,000 963,000 6,853,500

.3% Growth 40 126 2889 20,560

X Average Sales Price (Jobs)

36.51 28.43 31.67 33.33

.3% Growth Sales Dollars

$1,479 $3,582 $91,491 $685,190

Contribution Margin

66.10% 61.50% 70.10% 69.72%

Incremental Profit $977 $2,203 $64,136 $33,317

- Distributed Investment Cost

$113 $394 $8,069 $46,500

ROI 763% 459% 695% 927%

Conclusion

INNOVATE EDUCATE ADVANCE GROW

With this new website, we are streamlining the way we communicate, collaborate, and share data to further advance

and grow the Essilor brand, which will strengthen our relationships with our customers for years to come.

• Simone DeMarco

• Bidisha Rudra

• Kameron Brewer

• Chris Baughman

• Eric Shan

• Ann Smalls

• Shon Bjornburg

• Mandy Lemon

• Mark Johnson

• Farah Rajan

• Legia Abagato

• Marc Wilson

• Melanie Mills

• Alyssa Chicoineau

• Wilston Nkangoh

• Tainy Kone

• Kerri Jackson

• Jose Alonso

• James Schrick

• Nick Turner

• Chris Jones

• Liz Brucken

• Jeff Crooks

• Dan Woekenburg

Thank you!

Market Research Process

Market Research Process • Primary Research

• 30 minute Personal Interviews• IDD Internal Marketing • Wholesale Managers, 1 RVP • Lab Customer

• Existing Resources • Marketing Hub• Iris

Research Problem • “What features are needed for the

website to become a more streamlined resource for Marketing, Wholesale Managers, and labs to use to connect, share and store marketing data in order to empower labs to be more effective in selling Essilor products?”

Central Document Portal

Filter Reports FasterEmployee Transition

Log

Lab Customers

Wholesale Managers

IDD Marketing

Central Portal of Essilor

Information

Track & Share Data

Eye Train Resource Customization

Triangle of User Needs

Feature Descriptions for Market Research 1. Marketing Resource Library: This would be a place

where promotions, presentations, and launch letters can be archived to be downloaded for marketing purposes. You could search and filter material by date, lab, product, and by growth rate. Also, users would be able to leave notes and rate or analyze the materials as well.

2. Product Launch Calendar: A place where initiatives are documented.

3. Online Directory: A place where Internal Marketing, WM, RVP, Labs, and Brand Reps contact information is listed. This information will be secured by login access levels as to who can see what contact information.

4. Reporting Function: A place where STATS reports can be uploaded and the data filtered to create a standardized report. Users will be able to filter and search for data within the standardized reports. • Report #1: We want to see Jobs of Crizal by lab by

month • Report #2: We want to see a breakdown of Crizal

products by year by lab• Report #3: We want to see Jobs of Varilux by lab by

month • Report #4: We want to see a breakdown of Varilux

products by year by lab• Report #5: We also want to see total jobs done

traditionally and digitally by month by lab.

5. Uploading Portal: A place where users can upload documents to the site to be put in the Marketing Resource Library.

6. Tracking Feature: (Google Analytics) A place where Admin can track, like Google analytics, what information is being downloaded, which pages are visited the most, and see user activity.

7. Marketing/Industry Trends: Link to the Essilor Newsroom, or rolling content on the webpage of news and stories from the Essilor Newsroom site. On this web page customers can view what is happening across IDD as a whole, and see how they compare.

8. Eye Train Page: This page would include the link to the Eye Train page, and possible webinars and literature not on the Eye Train website.

9. Messaging: Online form featuring an FAQ, and a forum for the three groups of users to ask questions to their respective Wholesale Manager or IDD Marketing contact.

10. Product Resource Page: This page would include tabs to the different product links, availability charts to download from the site, literature, and any media like videos or commercials about the products. Also this page will contain a link to the Essilor Youtube Channel for downloading videos.

Feature Descriptions for Market Research

Feature IDD Marketing Wholesale Managers

Lab Customers

Marketing Resource Library

X X X

Calendar X X X

Online Directory X X X

Reporting Function X X

Uploading Portal X X

Tracking Feature X

Marketing Trends X X X

Eye Train Page X X X

Messaging X X X

Product Resource Page

X X X

Feature Rankings and Development for Market Research

Content is not Updated

Doesn't have info need

Info is difficult to find

Resources are located elsewhere

I have never used the site

Other

0 2 4 6 8 10 12 14 16

14

3

0

3

0

2

Why isn't the website being used?

Series1 43%

14%

29%

14%

Additional Features Wanted on the Website

Market Trends More Essilor/Industry Info Links to Essilor ResourcesUpdate Information (Media, Product)

Overall, 67% of those interviewed are not using the website. The top reason was that the content is not updated, followed by the site not having the information they need, and that the resources they need

are located elsewhere. The top feature was the Marketing Resource Library in which the top three documents wanted were Presentations, Promotions, and Eye Train information. In addition to the

features listed 43% of people wanted to see Market Trends on the website, followed by links to Essilor Resources.

Feature Rankings and Development for Market Research

Market Research Process • Secondary Research • Website Research

• Vision Monday• Entrepreneur• NY Times• Eyecarebusiness.com

• Website Analysis • Google Drive• Apple • Blackboard• Me.com• Amazon

“Content is King. And it’s true… But you have to

provide some sort of value. Teach them something.

Entertain Them. Do something that makes it

worth their while.”- Thomas Armitage, Entrepreneur

Magazine

Overall Conclusion:The website is not up to date because no one uses it. The

website is informative about Essilor and its products, but lacks content and that would engage users. The websites features do not provide any added value or benefit to its intended audience.

Website Evaluation Method

2.5

4

32

3.7

2

Needs Improvement Exceeds ExpectationsMeets Expectations

Response

Audience TargetingContent Currency

Quality of Information

Objectivity and Purpose

Design & Organization

Criteria 1. Audience Targeting: Is the website being

used by its intended audience for its intended purpose?

2. Quality of Information: Is the website’s information credible, informative, and relevant?

3. Objectivity & Purpose: Does the website convey the purpose of IDD and strengthen IDD’s brand?

4. Content Currency: Is the content up to date, and are all resources accessible?

5. Design & Organization: Is the website easy to navigate, consistent, and flow in a logical manner?

6. Responsiveness: Does the website have elements that encourage visitation, engage users, and have an incentive to use it?

Overall 2.87 Needs

Improvement

Developer Scorecard Evaluation Criteria

Criteria 1. Strategic Vision: Does the developer

understand and capture the purpose, audience, and elements for the website?

2. Cost: Does the developer’s proposal stay within the required budget, and represent a reasonable amount for industry standards?

3. Timeframe: Is the timeframe reasonable, and fall within our timeframe for website development?

4. Functionality: Can the developer support and create all requested features?

5. Support: Will the developer be easy to work with, and will he be able to offer help and support for the site?

6. Implementation: Does the developer have experience working with Essilor and work with Essilor IT’s requirements?

Weights Feature Weight

Strategic Vision

15%

Cost 25%

Timeframe 10%

Functionality 30%

Support 10%

Implementation 10%

Total 100%

Phase 2: Essilorlenses.com Integration

Essilorlenses.com Information

• ELART (Essilor Lens Availability & Reference Table)• Technical Specifications• Index Refraction• Product Coating• Lens Thickness• Visible & UV light absorption• Base curve availability• Surfacing charts

• Product Availability • Check Item Status • Availability Dates

ROI Calculation Method

Ex. Walman 2013 -14 Jan-July Sales Data

Growth 11.69%

Jan Feb Mar Apr May Jun0

50,000

100,000

150,000

200,000

250,000

2013

2014

2015

Labs Growth Rates

Knoxville 5.24%

Pinnacle 1.46%

Walman 11.69%

Lab Growth Rates

Labs Sales % to IDD

Knoxville .24%

Pinnacle .85%

Walman 17.35%

Distributed Investment Cost Rates

ROI Calculation Method

*Percentage growth based on statistics from IBIS World Industry Reports – Data Processing and Hosting Services - Website

Knoxville(Small)

Pinnacle (Medium)

Walman (Large)

Total IDD

Estimated 2015 Jobs (Mar-Dec)

13,500 42,000 963,000 6,853,500

.3% Growth 40 126 2889 20,560

X Average Sales Price (Jobs)

36.51 28.43 31.67 33.33

.3% Growth Sales Dollars

$1,479 $3,582 $91,491 $685,190

Contribution Margin

66.10% 61.50% 70.10% 69.72%

Incremental Profit $977 $2,203 $64,136 $33,317

- Distributed Investment Cost

$113 $394 $8,069 $46,500

ROI 763% 459% 695% 927%

Tracking ROI with Google Analytics

Lifetime Value:

• STATS 2013 Sales Data• 253 business days 3 times a day =

759 # orders per year

Lead Value:

Knoxville Pinnacle Walman

2013 Sales 413,744.6 938,098 21,500,773

# Orders 1,550 1,512 1,551

Average Value of a

Sale

266 620 13,862

Retention in Years

2 2 2

LTV 403,788 941,160 21,042,516

Conversion Rate

.001 .001 .001

Lead Value $403 $941 $21,042

Lead Generation

What’s in it for me?

IDD Marketing

Central Repository of Data to sort,

filter, and share faster

Analyze and Evaluate

Promotions

Aid in transitioning

faster

Wholesale Managers &

RVP

Quantify Promotion

Values

Faster & More Reporting

Access anytime & anywhere

Lab Customers

Centralized Portal for

Essilor IDD Information

Easier to do Business with

us

Access anytime & anywhere