Digitalization is now also reaching opticians and eyewear stores. However, there are big differences between retailers. Some offer glasses exclusively online, whereas bricks-and-mortar, traditional retailers and specialist stores are upgrading in order to remain omnipresent. The "ROPO" effect (research online, purchase offline) is increasingly influencing the design of specialist eyewear stores. Customers tend to seek advice online and buy their glasses in-store. Calenso has picked out some exciting examples that demonstrate the possibilities of digitalization and online appointments for opticians and specialist eyewear stores.
Fielmann - the veteran among eyewear providers
Every man and woman who needs glasses has probably heard of Fielmann or even visited a branch. The traditional optician chain is not only the largest in Germany, but is also upgrading with the generation change in the digital world. This includes online advice, online appointments, online lens ordering, online eye tests and now they want to sell glasses online - with custom-fit technology. They are not yet on the market, but the development with their own patent is underway.1
Back to online appointments. Marc Fielmann (son of the founder and Managing Director) is convinced that the majority of customers will continue to come to the branches in the future. This is why a combination of personal advice and digital service is necessary. Making appointments online is therefore part of the junior boss's concept.1 The customer intuitively selects a branch in the Fielmann store network.2 An appointment for various services can then be booked at each branch. These include an eye test and consultation (60 minutes), collection (15 minutes) or a consultation (45 minutes). The customer chooses the day and time and enters a few personal details - that's it! Compared to other opticians without online appointments, waiting times for customers are reduced and customers can book an appointment quickly and easily. An absolute plus!
Apollo - one step ahead
Unlike Fielmann, Apollo is not represented in Switzerland. With over 860 branches, it is one of the largest optician chains - and one step ahead of Fielmann. Apollo already offers the online purchase of glasses. Although the sophisticated system does not offer facial recognition with 3D animation, customers can add lenses, additional packages and more to their glasses. Assistance documents are also provided, e.g. for measuring the pupil distance. The online appointment booking is placed very centrally on the website. Customers book according to the what-when-who principle. Vision tests, eyeglass consultations and follow-up checks are offered as services.3 A fully digital implementation.
Rodenstock - the premium eyewear provider
The traditional eyewear retailer Rodenstock has existed since 1877 and is a pioneer in both technology and innovation. Nevertheless, the eyewear provider decided against an online sales channel.4 However, glasses can be tried on online using a camera or a photo. There is also an online eyewear advisor that finds models adapted to gender, age, user behavior, mobility behavior, sports activities and leisure activities. Rodenstock's motto is "Research online, purchase offline". That's why all online consultations and models are offered with online appointments in a store. Unfortunately, making an appointment online is kept very simple. Customers can use a form to request an appointment with an optician, which they can find using the store finder, on a desired day and time. This does not correspond to an intelligent appointment arrangement that is geared towards both sides.5
Opticians Bode - the 4th largest provider
Due to the strong increase in online offers such as Mister Spex, traditional specialist stores have to follow suit. Optician Bode recognized that in addition to the quality of advice and service, the large product range and the constant expansion of the store network, digital developments are also responsible for above-average customer satisfaction. Bode visualizes the glass consultation and visual impressions on the iPad. They also offer online appointments via the store finder.6 They are also convinced that the ROPO effect is becoming increasingly important in the eyewear industry. Customers can obtain information online, but it often takes an appointment on site to clear up any uncertainties. They are exemplary in implementing their digital expansion in line with their customers' wishes.7
Advantages and opportunities of the digital optician
Whether large or small - opticians can score points with the digital offer! You can find the advantages of making appointments online here. The reduced waiting time in the specialist store in particular contributes significantly to increased customer satisfaction. The customer experiences a high degree of flexibility thanks to the smooth transition from online to offline. Information on individual eyewear models, prices and other offers can be conveniently obtained online. By centrally placing the online appointment system, the customer also experiences the best customer experience on the Internet.
The online simulation of the fitting with as many individual configurations as possible is usually expensive and requires constant maintenance (e.g. rendering of new models). This is why online appointment scheduling has a clear advantage. In any case, both implementations would be better, but smaller companies can certainly afford online appointment scheduling. It is inexpensive and easy to use. With Calenso, customers don't even need their own website. This means that an optician with just one branch without a website can also offer online appointments.
