Pentax 2012 Annual Report Download - page 15

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HOYA directly manages Eyecity, one of the largest chains of contact lens
specialty stores in Japan. Eyecity's strength lies in the way it sells products to
customers, with the store staff suggesting the optimal product for each
customer as they undertake consultations with them.
Eyecity also boasts a wide array of products from renowned manufacturers all
over the world. As of March 31, 2012, HOYA operates a total of 192 Eyecity
stores throughout Japan. The contact lens market in Japan is faced with the
demographic problem of the low birthrate and longevity. Young people in the
population, who are potentially new contact lens customers, are in decline.
Despite this trend, Eyecity secures a high level of customer satisfaction through
its high-quality customer service. As a result, it has continued to expand its
business steadily and maintains the largest share in the contact lens retail
market in Japan.
At each Eyecity store, well-experienced professional staff, equipped with the
appropriate knowledge and the latest product information, sell products to
customers through individual dialogues with them. On the advertising and sales
promotion front, Eyecity has continued to convert from paper media such as
flyers and free community paper inserts to TV commercials and digital media
including internet ads and e-mail newsletters. This has contributed greatly to
winning new customers.
In March 2011, Eyecity introduced its new logo. The logo was designed in the
motif of an eye, as the symbol of the company's focus on beautiful eyes. The
large circle symbolizes a beautiful eye, while the small circle expresses the light
reflected from the eye. The bright, moist eye symbolizes Eyecity's pride and
determination as a company that provides customers with consultations to
make their eyes more attractive.
Co
py
ri
g
ht 2012 © HOY
A
CORPORATION
Eyecit
y
, a Chain of Contact Lens Specialty Stores