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Vancouver-based online eyeglasses retailer conducted a promotional campaign in that city this weekend. The initiative, intended to educate consumers about the ease of ordering glasses online, involved the giveaway of 3,000 pairs of eyeglasses to consumers who received a coupon code from the company's website. "We looked at the questions we received from customers about the ordering process of eyeglasses online and decided the best way to answer these questions was to show them," said Steve Wallace, the company's vice-president of North American sales. "We could spend the money on a radio or billboard ad, but we decided instead to invest the money into our customers, allowing them to try the product and service offering for free." is a subsidiary of Coastal Contacts.

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