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

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

 Neolane's Campaign Management, Social Integration and Analytics Capabilities
  Augment The Marketing Store Worldwide's CRM Campaign to Create “Must-See”
                          Moments with Lens Wearers

Business Wire

NEWTON, Mass. -- January 2, 2013

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

“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, withbest-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.

Copyright © 2012 Neolane, Inc. All Rights Reserved. All other brand names,
product names, or trademarks belong to their respective holders.


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