Johnson & Johnson Vision, the importer of ACUVUE contact lens, adapts its business into the digital world to support Thai consumers' changing behavior, and encourage consumers to protect and maintain their eye health in the long run. The brand has recently announced a partnership with Shopee, the leading e-commerce platform in Southeast Asia and Taiwan, in opening the ACUVUE Official Store on Shopee Mall. This is the first ever contact lens brand in Thailand to operate a new business model 'Connected Commerce' that will connect consumer from online platform to the optical store, which will support their eye health for the long term.
Ms. Saowanee Punkajornwet, Business Unit Director – Vision Care, Johnson & Johnson Vision said, "Thai consumers' behavior and needs have changed excessively these days. With higher internet penetration rate, Thai consumers spend more of their time on internet and social media. Following this, opportunity for online sales has been increasing to fulfill consumers' online shopping behavior. The same goes to contact lens market, where more and more contact lenses are improperly sold in grey markets while they should be used only when prescribed by a knowledgeable eye care professional. Hence, a number of eye health issues were apparently found among contact lens wearers"
Additionally, the latest survey from Johnson & Johnson Vision found that the 60% of Thai people who have vision corrections needed are able to access to the treatment options. However, there are only 4% of those who have vision problems choose to wear contact lenses to better their eyesight. This ratio is represented 5 times less than in Singapore (19%). Furthermore, the contact lens dropout rate among Thai people after wearing for a year is as higher as 40%. The main reason is because they do not have an accurate understanding of the use of contact lenses or have never been advised by an eye care professional on how to choose the right contact lens for the right vision problem. This shows that the correct understanding and knowledge about contact lenses among Thai people are still relatively low.
Johnson & Johnson Vision would like to offer the new business model for the future and reach to consumers' buying behavior in 4.0 era with the Connected Commerce strategy, which connects consumers who love buying contact lenses via e-Market Place such as Shopee to get a more comprehensive and completed experience at optical shops. The brand plans to communicate with online consumers in order to make them understand the importance of receiving the service and contact lens recommendation from well-trained eye care professional, including getting primary eye examination, and free contact lens trial before purchasing. This is how the best first contact lens experience is made. It is also a chance for optical shops to educate consumers about the right contact lenses that fit with their eye conditions. So that consumers can use contact lenses correctly, safely, and continue using in the long run.
Johnson & Johnson Vision is the first ever contact lens brand in Thailand that adapts its business model into the digital world to support consumer's changing behavior and the rise of e-commerce by launching the first ACUVUE Official Store with Shopee, the leading e-commerce platform in Southeast Asia and Taiwan.
"We believe that building the ACUVUE Experience is an important step to create new customers base for the brand and lead them to become the optical shops' regular customers. Therefore, what we offer through Shopee is not a physical product- ACUVUE contact lenses, but a comprehensive vision care program. We will reach and connect these new E-shoppers to our partner stores, where they can experience a premium eye health service like never before. The product which will be available in ACUVUE Official Store on Shopee Mall is the "ACUVUE eCash" package, the online discount coupon that can be redeemed for all ACUVUE contact lens products. With ACUVUE eCash, consumer will also receive a free primary eye examination service, and a free contact lens trial before purchasing. ACUVUE eCash can be redeemed at 120 optical stores, certified "ACUVUE Experience Center" located in Bangkok, vicinity area, and at upcountry shops in Chonburi, Chiangmai and Phuket," Ms. Saowanee added.
Mr. Siwakorn Siriwongpanupong, Business Development Division Chief of Shopee (Thailand) Co. Ltd., said, "The launch of ACUVUE Official Store on Shopee reflects our commitment to onboarding more leading brands onto our platform, in order to continuously improve our product assortment and cater to a wider demographic of users in Thailand. We are pleased to welcome Johnson & Johnson Vision, a global innovative contact lens brand on Shopee, and we look forward to working with them in bringing to users even more exciting deals and exclusive offers from the brand."
Johnson & Johnson Vision believes that under the Connected Commerce strategy, through the opening of the ACUVUE Official Store on Shopee Mall, the company will be able to bring consumers exceptional contact lens experience as well as eye care service. This is also an opportunity for optical shops to differentiate their service offering from online platform.
ACUVUE eCash package including special promotions can be found at ACUVUE Official Store on Shopee Mall, https://shopee.co.th/acuvue_official. For more information, please visit at Facebook Johnson & Johnson Vision Thailand.
About Johnson & Johnson Vision
Johnson & Johnson Vision is committed to improving and restoring sight for patients worldwide. Since debuting the world's first disposable soft contact lens in 1987, it has been helping patients see better through their world-leading ACUVUE(R) Brand Contact Lenses portfolio. In 2017, Johnson & Johnson invested further in eye health by expanding into cataract surgery, laser refractive surgery (LASIK) and consumer eye health. Serving more than 60 million patients a day across 103 countries, Johnson & Johnson Vision is committed to helping more people in more places improve or restore their sight. Dual headquartered in Jacksonville, Florida, and Santa Ana, California, Johnson & Johnson Vision has more than 8,400 employees worldwide.