Transitions' Innovative Answer to Lens Merchandising
The highly successful Transitions Optical conference on lens merchandising in optical stores, took place at MIDO in Paris on 10 March 2011. More than 60 retailers and optical industry professionals attended the event, curious to hear more about the latest merchandising design trends detailed by Professor Daniele Tirelli, President of Popai Italia (The Global Association for Marketing at Retail) and resident professor at IULM University.
Additionally Transitions Optical, the world's leading manufacturer of adaptive lenses unveiled its innovative concept in lens merchandising - 'The Wall'. Visually striking, the display provides a platform to capture customers' attention and help eye care professionals grow their businesses with value-added products such as Transitions lenses.
Despite the fact that 90% of the optical displays in retail stores are dedicated to frames, frames sales account for only 35% of the practice profitability, compared to 55% for lens sales. In a category like prescription eyewear, consumers have little involvement in the lens buying decision and rely on their eye care professionals for advice. 'The Wall can be especially useful in involving shoppers and raising consumer awareness of the lens options available, with benefits including increased patient satisfaction, average sales and profits as a result', highlights Caroline Tikhomiroff, Marketing Director, Transitions Optical EMEA (Europe, Middle East and Africa).
Designed to build an emotional connection with customers, the Wall incorporates aesthetic features and educational content to enhance the consumers' in-store experience. From a fully mirrored display with alluring lighting and an integrated UV lamp unit, to a wide selection of frames fitted with Transitions lenses and educational elements, the Transitions Wall engages with patients on multiple levels in a relevant manner. Tested in selected optical stores across Europe over the past months, the Wall received rave reviews from retailers and customers alike.
'The display is an effective vehicle to arouse consumers interest, spark dialogue and systematically offer Transitions adaptive lenses during the sale process', says Didier Papaz, Chairman of Optic 2000. 'This tool will not only increase adaptive lenses sales, but also customers satisfaction after their purchase and then loyalty', said Jarosław Widomski, General Director Vision Express Poland.
The Wall is currently being tested by 6 retailers: Optic 2000 (France), Vision Express (Poland), Grand Optical (Portugal), Vision Lab (Spain), Optical Express (UK), Mc Optic (Switzerland). Optic 2000 roll-out launched in April, with an implementation goal of 200 stores in 2011.