How Coopervision Benelux Turned Reseller Marketing into a Partnership Strategy

It Starts with People — Not Platforms

Let’s be honest. When you hear “reseller campaign,” the first thing you think of might be tools, targeting, or templates. But for Coopervision, it starts much earlier: with people.

“From the beginning,” Sander explains, "we made sure that marketing and sales worked together. Because if you’re not hearing what the opticians are really saying, you’ll miss the point."

This insight helped the marketing team build campaigns that actually reflect what their resellers want — not just what the brand wants to say.

The relationship between marketing and sales isn’t just cordial. It’s strategic. Regular alignment moments and shared planning ensure that campaigns land better and feel more relevant in the field.

Redefining the Customer Relationship: From Client to Partner

“We don’t just call them customers,” Bianca says. “We really see them as partners.”

That sounds nice — but for CooperVision, it’s more than a slogan. It means looking at every optician as someone with whom they co-create success.

This perspective changes the dynamic completely. Instead of creating campaigns “for” opticians, they started building campaigns “with” them. It meant more listening. More customization. And better results.

The Embrosa platform helped facilitate this by making it easier for opticians to get involved — and stay involved.

The First Hurdles: What Tech Can’t Solve (Alone)

“The very first campaign?” Sander laughs. “Oh, don’t even get me started.”

When CooperVision first started rolling out digital reseller campaigns, the biggest challenge wasn’t content — it was connection. Literally. Getting each optician’s Facebook and Instagram account linked correctly was a project in itself. Some needed help setting up their page. Others didn’t know their passwords. And many weren’t used to posting professionally on social media at all. But instead of dropping the ball, the CooperVision and Embrosa teams dug in. They answered every question, jumped on every call, and supported each partner through the onboarding. That commitment made all the difference.

Personalization at Scale: The Sweet Spot

Once the system was up and running, the real fun began. Because now that opticians were empowered to join campaigns, the next question was: how do we make it theirs?

The Coopervision team prioritized flexibility. Every campaign had room for personalization — whether that was local branding, tone-of-voice tweaks, or simply more relevant images. That mix of structure and freedom turned out to be a winner. Opticians felt proud to share content that looked and sounded like them. And because of that, they actually did.

What If They Don’t Join? Facing the Fear

Launching something new always comes with doubt. What if no one uses it? What if it’s too complicated? What if we invest all this time — and nothing happens?

For Bianca and Sander, those fears were real. But they pushed through them by starting small, listening to feedback, and adjusting along the way.

“Sometimes you just have to begin,” Bianca shares. “And trust that if the value is there, people will follow.”

She was right.

The Results: More Than Just Reach

Of course, the numbers matter. And yes — the campaigns delivered increased visibility and engagement across the region. But ask the CooperVision team what they’re proudest of, and they’ll tell you something else: the relationships. By approaching marketing as a service — not just a message — they built stronger ties with their resellers. And in a world where customer loyalty is hard-won, that may just be the best ROI of all.

CooperVision Benelux has shown what’s possible when you treat your resellers like marketing allies — not end-points. By aligning internally, supporting externally, and leading with trust, they’ve created a reseller program that’s both scalable and personal.

It didn’t happen overnight. But with the right mindset (and a little help from Embrosa), they’ve turned what used to be a logistical challenge into a strategic advantage.

So what’s stopping you?