Transitions Optical to host conference on merchandising perspectives at 2011 MIDO

Transitions Optical - the world's leading manufacturer of adaptive lenses - will be hosting a conference discussing lens merchandising in optical stores. The event will take place on Friday, 4 March 2011 and will include a presentation by Professor Daniele Tirelli, president of Popai Italia (The Global Association for Marketing in Retail) and resident professor at IULM University, which will provide insights into the latest merchandising design trends.

"In the actual context of important commercial innovations, the purchase of lenses and spectacles constantly shifts between emotional and rational drives. Visual merchandising becomes a fundamental element for establishing a successful content marketing strategy for eyesight accessories, influencing the customer's choice as it happens within other technologically advanced market segments," says Professor Tirelli.

A roundtable, to be chaired by highly-acclaimed European retailers, will follow Professor Tirelli's presentation, and will focus on their shared expertise in the field of successful in-store merchandising strategies.

Additionally, attendees will be offered the opportunity to experience the latest in lens merchandising design, with the unveiling of the Transitions Optical 'The Wall'; a mirror and light unit, aesthetically and functionally designed to easily integrate into different retailers' existing store concepts. Working on both an emotional and educational level, 'The Wall' has been designed to enhance a consumer's in-store experience of Transitions adaptive lenses; enabling eye care professionals to overcome challenges they may face when providing their patients with information about premium lens options," says Marie-Pierre Simon, merchandising marketing manager for Transitions Optical EMEA.

"Several field tests have already been carried out in selected optical stores across Europe, and the preliminary results look very promising and reflect an overall high appreciation of 'The Wall'," adds John Schubach, business manager for Transitions Optical SA. "Following further European consumer and industry research, South African optical stores may see 'The Wall' become a permanent fixture in coming months."