Transitions Optical Leverages Neolane Marketing Automation Software to "Keep an Eye" on its CRM Efforts


Conversational marketing technology provider Neolane, Inc. and The Marketing Store Worldwide, one of the leading brand activation agencies, announced the implementation of Neolane's marketing automation software for Transitions Optical. Transitions Optical is the award-winning manufacturer of the number one eyecare professional-recommended photochromic lenses in the world. Transitions Optical is expanding its Official Sponsor of Sightseeing program in 2013, emphasizing how wearers can go beyond everyday moments and focus on the must-see moments in life—particularly when it comes to activities such as enjoying food, music, sports and travel. For this program, Transitions is turning to Neolane and The Marketing Store Worldwide to support its CRM efforts, expand its social integration, and grow its cross-channel communications efforts.

When Transitions embarked on their new long-term marketing strategy, they turned to The Marketing Store Worldwide to help them find a powerful solution that would allow them to access their database and test marketing campaigns regularly. Working with The Marketing Store Worldwide, Transitions is implementing Neolane's conversational marketing platform.

With the implementation of Neolane Campaign ™, Transitions will move beyond email and television marketing and advertising to an integrated, cross-channel approach including social integration. Additionally, Transitions will use Neolane's advanced reporting and analytics capabilities to obtain deeper customer insight. As such, the company will be able to gather, track and analyze data to better understand where its marketing efforts are working and where they can most benefit from changes or improvements.

“We believe Neolane's marketing platform provides the tools necessary to help us communicate our message to clear-lens wearers who might otherwise never consider the impact that Transitions lenses can have on their lives,” said Dan McLean, marketing manager, communications, Transitions Optical. “We want potential customers to be comfortable talking to their eyecare professionals about Transitions lenses.”

Transitions educates clear-lens wearers and eye care professionals on how Transitions lenses can affect and enhance their lifestyle. By working with Neolane, they plan to better engage existing customers and identify and reach out to potential new customers by creating much needed one-to-one dialogues.

“We are very excited to utilize the expanded capabilities of Neolane into social channels,” said Jane Ravenshaw, COO of The Marketing Store North America. “These capabilities are central to Transitions' direct marketing efforts that focus on digital, social, and email versus more traditional channels.”

“The cross-channel flexibility and ease of use of Neolane's technology make it the best fit for meeting Transitions' marketing needs,” said Stephan Dietrich, president, Neolane, Inc. “It is critical that Transitions have the information and tools necessary to engage and fully understand its customers at an individual level. Neolane and The Marketing Store Worldwide provide this by working hand-in-hand with Transitions as it strives to ensure must-see moments for eyeglass wearers.”

About Transitions Optical, Inc.
Transitions Optical is a joint venture of PPG Industries, Inc. and Essilor International. The first to successfully commercialize a plastic photochromic lens in 1990, today the company is a leading provider of photochromics to optical manufacturers worldwide. Transitions Optical offers the most advanced photochromic technology in the widest selection of lens designs, materials and brand names.

Transitions® lenses are the ideal everyday choice for healthy sight. They are clear indoors and at night. Outdoors, they automatically darken as light conditions change. Transitions lenses provide visual comfort, and enhance visual quality by reducing glare and enhancing contrast, helping you to see better today. Transitions lenses block 100 percent of harmful UVA and UVB rays – helping to protect the health and wellness of your eyes – so you can see better tomorrow as well.

For more information about the company and Transitions lenses, visit

About The Marketing Store Worldwide
As one of the largest brand activation agencies in the world, The Marketing Store Worldwide delivers tangible interactions that engage people, influence purchase and build brands. Its approach, "Inspiration: Applied" - delivers inspirations that compel people to act within flawlessly executed programs that drive consumer behavior. Areas of expertise include: youth & family marketing, CRM, loyalty, shopper marketing, digital, direct, and consumer promotions. The Marketing Store specializes in creating and sustaining high-value customer relationships for clients such as Coca-Cola, McDonald's, L'Oreal, Nissan and Transitions Optical. The Marketing Store Worldwide has offices across the globe in 12 countries and is part of the HAVI Group, a privately held company headquartered just outside Chicago. Follow @marketingstore on Twitter or visit

About Neolane
Neolane provides the only conversational marketing technology that empowers organizations to build and sustain one-to-one lifetime dialogues, dramatically increasing revenue and marketing efficiency. Born digital, with best-in-class email and inbound-outbound channel fusion capabilities architected into a single code-based platform, marketers achieve results in record time. Neolane is easy to use for both power and casual users, but powerful enough to drive the most sophisticated marketing strategies. Future proof, Neolane has a track record of enabling its customers to adapt to new customer engagement challenges and exploit opportunities more quickly than their competition. Neolane is used by more than 350 of the world's leading companies including Alcatel Lucent,, Orange, Sears Canada, Sephora Europe and Sony Music. Visit and read our blog The Cross-Channel Conversation.

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PAN Communications for Neolane, Inc.
Kyla Ruane, + 1 617-502-4351

Posted In: Press Releases