ECP Marketing is the local marketing platform that goNet creates for the network of optician partners of EssilorLuxottica. An optician is excellent at their trade, but rarely has the time, the skills or the tools to do marketing in a continuous way on their own customer base. ECP Marketing is born to fill this gap: to put into the hands of each point of sale a simple and always active tool to activate local campaigns, stay in contact with their own customers and bring them into the shop, while at the same time keeping the presence of the group's brands coherent.

The platform is developed entirely by goNet with RediGo, the proprietary framework that goNet writes and maintains in-house. It is a choice that for a project of this scope makes the difference: no constraint imposed by third-party solutions, full control over data and features, and the freedom to evolve the tool exactly as the programme requires. goNet is the technological and operational partner of the programme, it designs it, develops it, makes it grow and takes care of its daily functioning.

The basic mechanism is designed to be within everyone's reach. The optician uploads their own contact list exported from the management system, and the platform does the most thankless work: it normalises the numbers, eliminates the duplicates, cleans the data and organises it into an orderly database. From there they can manage multichannel campaigns, via SMS, WhatsApp and landing pages, using templates already approved and coherent with the image of the brands.

The heart of the project is the shift from a simple sending tool to a true marketing assistant. Instead of asking the optician to come up with the campaigns, it is the platform that proposes them. Every month it analyses the point of sale's database and identifies the useful occasions: the customers who have a birthday, the anniversaries, those who have not returned to the shop for too long, those who are due for an eye test, those who by age or profile lend themselves to a certain product. The proposals arrive as a series of ready-made campaigns, each with its own audience and its own message, that the optician approves, modifies or ignores with a click. All the rest, from the cleaning of the data to the messaging all the way to the tracking, runs under the hood.

Around this engine goNet builds the tools that turn messages into visits. For each optician co-branded landing pages are generated automatically, pages in which the customer finds together the brand and the shop of their own city, because trust is born from the local relationship before it is born from the brand. Alongside this is an acquisition funnel that intercepts new potential customers in the area and directs each contact to the nearest optician, so that the marketing effort translates into people who enter the shop.

The programme lives on a clear partnership: EssilorLuxottica is the commercial partner that promotes it and supports it toward the network, goNet is the technological enabler that builds it and carries it forward. Brand coherence is guaranteed by the texts approved upstream, the optician decides to whom and when to send but does not rewrite the message. Automatic rules avoid disturbing the same contacts too often and wasting budget, managed through a credit system. On a network of thousands of opticians and hundreds of thousands of reachable contacts, the platform also offers an aggregated view of the results, a wealth of market data that did not exist before.

ECP Marketing transforms the optician's marketing from a series of sporadic initiatives into a continuous, measurable and low-effort activity: a single operation per month and a plan of campaigns already prepared. For the optician it means having a marketing department that previously they could not afford; for EssilorLuxottica, entering every month into the conversation between the shop and the end customer. It is a project in which goNet is not only the one who writes the software, but the partner that designs and makes the entire programme work.