Interview • 01.04.2022

Omnichannel strategies in the opticians' industry: Lukas Hahne from pro optik

AI, AR and online tools in the eyewear trade: statements from eyes + more, Fielmann, Mister Spex, pro optik and Rottler

Offline or online? Contrasting these two concepts as opposites is outdated; the physical and digital worlds mix and complement each other – especially in retail. We took a look at the optical industry as an example of this.

In a series of interviews, we asked five representatives of optical businesses – eyes + more, Fielmann, Mister Spex, pro optik and Rottler – the same questions. What omnichannel services or online offerings are they focusing on? What developments do they expect for their industry? And how can offline and online be optimally integrated?

Here are the answers from Lukas Hahne, Head of Marketing at pro optik.

Young blond man wearing a suit smiles at camera
Lukas Hahne is Head of Marketing at pro optik.
Source: pro optik

The optical industry is increasingly shifting to digital. Will artificial intelligence (AI) soon replace personal consultation when buying glasses?

At pro optik, we make no compromises when it comes to providing consultation and meeting the needs of our customers, because their satisfaction is what counts for us. We ensure this satisfaction with our unique First Class Service. We do not believe that a machine can ever replace the service that our highly qualified employees provide every day.

Of course, this doesn't mean that we don't also rely on digital and AI-driven tools – we certainly do, but only where it makes sense, and then only ever in support of the personal assistance provided by our staff. After all, buying glasses, contact lenses or hearing aids has a lot to do with trust and closeness. Glasses in particular are very personal products; you want to be able to look the experts in the eyes in the truest sense of the word when you are being advised on such a medical and also fashionable product. And that can only be done properly in a personal encounter.

What are the three most important online or omnichannel tools and services for your business? 

Our service is always about providing customers with the best possible support and offers tailored to their individual needs. This includes, for example, our newsletters, in which we address our customers personally – on occasions such as their birthdays or the European soccer championships – and offer them discounts or vouchers. Because we know our customers very well, we also know exactly when they need new glasses or lenses and can therefore approach them selectively and propose special offers.

We asked the German Central Association of Opticians:

Voices from the optical industry

Which technologies will you invest in the most over the next few years? 

We want to be trustworthy experts and advisors for our customers. To do this, it is important to understand our customers in detail and learn as much as possible about their habits. The more customers tell us about themselves, the more individualized our offers can be. That's why we are constantly working to get to know them even better on the basis of their customer data.

In addition, we are continuing to expand our digital tools so that customers can also immediately feel our special service spirit online.

Keyword 'virtual try-on': What role do you see for the use of augmented reality for online eyewear try-ons in the next few years?

pro optik has already integrated a virtual eyeglass try-on option on its website, and we are also getting very positive feedback. However, we are also of the opinion that this tool is only useful as a support or for a first impression. However, personal consultation with pro optik experts is essential to achieve the perfect individual result and product.

Is reliable online measurement of visual acuity coming? Are you already using it?

We are not opposed to this trend, but we see a risk that the simplification and acceleration intended by online measurement will be at the expense of the individual needs of customers. After all, eyeglasses, contact lenses and hearing aids are individual products that should be preceded by highly precise measurements. Online measurement involves a high risk of error – also on the part of the user – and we are convinced that it cannot achieve what pro optik experts can achieve in the context of a personal consultation in a specialist store and as part of our First Class Service.


pro optik Augenoptik Fachgeschäft GmbH (Optometry specialty store) is a German retail chain of specialist optician and hearing aid stores originating in Wendlingen, South West Germany.

Interview: Julia Pott

related articles:

popular articles:

Thumbnail-Photo: Dobot launches Nova collaborative robots for retail automation...
30.12.2022   #brick and mortar retail #retail

Dobot launches Nova collaborative robots for retail automation

New robots are the first two Nova models with payloads of 2 kg and 5 kg for handling retail and physiotherapy tasks respectively

Labor shortages and rising costs around the world are two major headwinds to the retail and service sectors, opening up new opportunities of automation transformation. To better capture this newfound demand, Dobot has developed the Nova Series of ...

Thumbnail-Photo: Nike launches a new digital community and experience...
12.12.2022   #e-commerce #digitization

Nike launches a new digital community and experience

.SWOOSH – a platform that champions athletes and serves the future of sport by creating a home for Nike virtual creations

Nike has launched .SWOOSH, a new digital community and experience which is a home for Nike virtual creations and uses blockchain-powered technology – or what many call “web3” – to offer an inclusive, equitable place for ...

Thumbnail-Photo: Our Highlights at EuroShop 2023
02.03.2023   #services #artificial intelligence

Our Highlights at EuroShop 2023

Our colleagues Kyra Molinari and Ben Giese stroll through the halls, review the last days and take a closer look at the innovations on Robotics.

Five days of retail innovations from fields such as store design, visual merchandising, lighting, materials and surfaces, technology and marketing.Our two colleagues Kyra and Ben look back on lots of (new) impressions and at the same time take a ...

Thumbnail-Photo: Unieuro Italy: Success with digital price tags...
07.03.2023   #Tech in Retail #omnichannel

Unieuro Italy: Success with digital price tags

Distributor of consumer electronics and household appliances uses ESL technology from Delfi

More than 40 Unieuro stores in Italy are now using the Breece System with the cloud-based ESL (electronic shelf labels) solution from Delfi Technologies – a European IT company. ...

Thumbnail-Photo: EuroShop 2023: GLORY with new CASHINFINITYT
24.02.2023   #epos systems #payment systems

EuroShop 2023: GLORY with new CASHINFINITYT

The payment expert will be presenting the new CASHINFINITY™ generation CI-X

At EuroShop from 26 February to 2 March 2023, GLORY will be showcasing solutions that are both future-proof and holistic – technologies that help retailers meet current and future challenges in various areas, from the checkout zone to the back ...

Thumbnail-Photo: Cash Management with Glory Global Solutions
26.02.2023   #EuroShop #cash management

Cash Management with Glory Global Solutions

Interview with Oliver Kapahnke

To optimally manage cash at the POS and provide customers with a seamless customer journey when paying, Glory Global Solutions showcases its new generation of CASHINFINITY™ cash management solutions in Hall 6, Stand E08. ...

Thumbnail-Photo: YOUnifying the retail experience with Toshiba...
01.03.2023   #digitization #sustainability

YOUnifying the retail experience with Toshiba

Interview with Andrew McDaniel, Robin Lyon, Catherine Bataille, Stephen Howells, Valérie de Haan

At EuroShop 2023, Toshiba presents a suite of hardware, software and service solutions for retail. Regardless whether you are looking to improve efficiency of staff at the floor, search for self-checkout solutions or ways to improve loss prevention ...

Thumbnail-Photo: Versatile access control solutions for retail companies...
31.01.2023   #EuroShop #software as a service (SaaS)

Versatile access control solutions for retail companies

SALTO will be showcasing its versatile electronic access control solutions at EuroShop 2023 in Düsseldorf (Hall 6, Stand E02)

With the solutions, all types of chain and franchise businesses, such as wholesalers, retailers, system caterers or banks, to improve their security while optimising internal processes.SALTO's electronic access control systems combine single or ...

Thumbnail-Photo: Hibike in Germany benefits from digital price tags...
15.03.2023   #Tech in Retail #customer experience

Hibike in Germany benefits from digital price tags

German bicycle retailer uses technology by Delfi

Hibike is a German bicycle retailer with a large selection of bikes and accessories. To make it easier for customers to find information about prices and products, Hibike has chosen to implement digital price tags from the European IT company, Delfi ...

Thumbnail-Photo: Huge success at EuroShop 2023 for ITL’s cash handling and biometrics...
14.03.2023   #artificial intelligence #cash management

Huge success at EuroShop 2023 for ITL’s cash handling and biometrics solutions

Innovative Technology Ltd (ITL) reported a successful show at EuroShop 2023 which took place last week in Düsseldorf, Germany.

The cash handling and biometrics solutions provider showcased some exciting new innovations set to transform the retail technology industry. Commenting post show, Thorsten Labusch, VP of Sales & Business Development for ITL said, “This was ...

Supplier

APG Cash Drawer
APG Cash Drawer
4 The Drove
BN9 0LA Newhaven
MAGO S.A.
RUSIEC ALEJA KATOWICKA 119/121
05-830 Nadarzyn
Zebra Technologies Europe Limited
Zebra Technologies Europe Limited
Mollsfeld 1
40670 Meerbusch
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
Innovative Technology Ltd.
Innovative Technology Ltd.
Innovative Business Park
OL1 4EQ Oldham
KNAPP Smart Solutions GmbH
KNAPP Smart Solutions GmbH
Uferstraße 10
45881 Gelsenkirchen
Delfi Technologies GmbH
Delfi Technologies GmbH
Landgraben 75
24232 Schönkirchen
SES-imagotag SA
SES-imagotag SA
55 place Nelson Mandela
90000 Nanterre
ARNEG S.p.A.
ARNEG S.p.A.
Via Venezia, 58
35010 Marsango di Campo San Martino/PD
Axis Communications GmbH
Axis Communications GmbH
Adalperostraße 86
85737 Ismaning