A new vision
OPSM partnered with SapientNitro to deliver two digital experiences instore – a digital dashboard and a check-in kiosk.
The check-in kiosk is designed to help customers orient themselves once instore, manage queues, and provide a quick overview of the services and offerings available.
The digital dashboard display is used to drive foot traffic instore by showing available eye test appointment times in real time, as well as displaying instore promotions. It also contains a list of optometrists working instore, the latest eyewear styles, and store opening hours.
The second generation of the dashboard will enable customers to book eye test appointments directly through the dashboard using a smartphone.
Peter Murphy, program delivery lead for OPSM, told Inside Retail PREMIUM the new store model is about giving customers a full view of OPSM’s offerings.
“OPSM is often seen as a medical experience, so this is a complete reimagining of that and making it more retail, or more engaging retail,” said Murphy.
The Luxottica-owned eyewear and eye care chain first launched the digitally enabled store model at Sydney’s Macquarie Centre in September, 2014. The next store to open under the model will be on Collins St, Melbourne this month, followed by Lenscrafters in Hong Kong in May.
“[The digital displays] allow customers to understand it’s not just about getting an eye test, but there is a full range of really fashionable eyewear available and a huge suite of eye health services available. Something that OPSM prides itself on is its commitment to eye health for Australians and New Zealanders as well.”
It’s taken 50 years for Italy’s Luxottica Group to become a world leader in eyewear manufacture and retail. In Australia, the company first came to prominence when it purchased OPSM in 2003.
Today, OPSM has close to 400 stores in Australia and NZ and will open around three new locations in Australia this year. All new stores will be digitally enhanced, and a progressive refurbishment plan will see existing stores gradually converted to the new model.
Michael Fitzgerald, PR manager at Luxottica, told Inside Retail PREMIUM the digital store model has attracted increased foot traffic to the Macquarie store.
“We have seen more browsers coming in looking at the store. OPSM has also seen growth in this store for both appointments and sales,” he said.
This story first appeared in Inside Retail PREMIUM issue 2040. To subscribe, click here.
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