The European Federation of National Associations and International Companies of Contact Lenses (Euromcontact) and Gino Van Ossel, a retail and marketing expert at the Vlerick Business School in Belgium, presented a simulation toolkit they have developed to help eye care professionals (ECPs) promote the wearer's loyalty, at a seminar in Amsterdam, on Nov. 16. The event, organized by Euromcontact, was titled “The Loyalty Effect - Putting customers at the heart of your practice.” Participants were presented with a series of recommendations and tools for ECPs to be more proactive in their relations with customers, as customers today have more choice about where to purchase contact lenses and lens care products. Feedback from the seminar will be used to modify and further develop the toolkit.