Sometimes the most complex and challenging strategy is simplification.
Problem | OPPORTUNITY
Global eyewear brand needed to redefine their in-store experience and emphasize the value of service and human interaction.
Created a simplified and replicable retail space that used theater, ritual and education to increased brand loyalty, sales, and foot traffic.
Launched Luxottica’s successful pilot retail concept store in Australia, and delivered an innovative value proposition and merchandising strategy, which translated to net sales growth of 6.8% in 2016.
Consumer Insights & Trends, Environmental Design, Brand Strategy, Communication Design, Service Design
OPSM (Optical Prescription Spectacle Makers) is an Australian subsidiary of Luxottica, the world’s largest eyewear company.
As a retail titan, they were losing market share to upstart companies that operated primarily online, selling similar, cheaper products. (Cheaper being the operative word.) To compete, OPSM needed to redefine their retail experience in a way that illustrated the value of service, quality, and human interaction.
Aware of Ziba’s reputation for innovating the next evolution of retail, they approached us to help them design a compelling space that would deliver a “uniquely Luxottica retail experience” (with some local customization) virtually anywhere in the world. But first, we had to define what a “uniquely Luxottica retail experience” actually was. Or, more accurately, what it could be.
The first objective for Ziba was to get rid of the current clinical motif and simplify. We managed to deconstruct the current experience, which involved a dizzying eighteen stages taking up to two hours, and streamline the entire OPSM customer journey into three simple services: examination, selection, and fitting. But simplification was only the baseline. For OPSM’s retail experience to be truly compelling and deliver maximum value, Ziba had to add an element of transcendence. Something that would help customers see the value of this experience, and by extension, the value of quality: in everything from product to fitting to service and expertise. Something they would not soon forget. Something they looked forward to doing again.
This meant creating an environment that was ritualistic, educational, and theatrical.
Using human interaction to its advantage, Ziba built a space that was emotionally engaging throughout the entire process of shopping, expert consultation and fitting. Curating the store was a significant factor as well, making sure that seasonal fashion trends were accentuated and that the walls weren’t just covered with an opaque display of indistinguishable frames. Everything had to be considered. Everything had to be special. The merchandising, the storytelling, the imagery, even the digital tools.
Bottom line, Ziba launched Luxottica’s successful pilot retail concept store in Australia, and delivered an innovative value proposition and merchandising strategy, which translated to net sales growth of 6.8% in 2016.