Within optics, digitisation and the growth of online services are often talked about as if they represent the start of the sector’s demise, an inevitable consequence of changing technologies. However, the discussion at the Opti Forum in Munich last month sought to rework that narrative and determine the extent to which ‘traditional’ opticians can take advantage of the move online.
Anna Nagl, dean of vision science and business at Aalen University, presented a talk on the ‘effects of digitisation on purchasing behaviour’ to a packed hall at the Opti Forum. She examined where certain types of customers currently bought their glasses and where they would do so in future.
Through her research study, she wanted to understand the customer decision-making process in a new, digitised world where traditional markets are being reformed. Part of her analysis focused on whether particular demographics would go online or remain loyal to their brick-and-mortar stores.
The research categorised a range of subjects based on their likelihood of going to ‘traditional’ brick-and-mortar stores or going online. ‘When and why will they buy or rebuy their glasses?’ she asked. ‘How do they research their optical needs? Do they go online or ask an expert’s advice?’
The results of her study revealed 11% of those surveyed bought glasses from online retailers, with younger people more likely to do so. The study produced a spectrum of demographics which were categorised from ‘safe’ to ‘lost’ – ie their loyalty to the traditional optician. Identifying and targeting these demographics was vital from a marketing and retention point of view, said Nagl.
‘How can I, as an expert, retain these customers?’ she asked. ‘Technologies are changing very abruptly, and I think opticians should be trained and coached in this because, if not, the industry isn’t future-proof.’
She also revealed a risk perception associated with shopping online that, across the board, stemmed from whether the glasses would be suitable in terms of fit and comfort.
Following and building on this was a panel discussion about the role of online services and artificial intelligence (AI) in the industry’s future, titled ‘Alexa, take care of it! – how we will shop in the future’. The Alexa concept was used as a springboard to explore the ways in which AI and online sales are changing the role of the eye care professional.
The chair of the discussion, Christine Höckmann, chief editor of Eyebizz magazine, started off the chat by asking panellists, ‘to what degree does online trade and AI turn the market upside down?’
Nicole Hanisch, from the Rheingold Institute, kicked things off and argued that developments like Alexa served to present ‘new dimensions of control’. She said: ‘The voice activation means a new emotional level that can establish a relationship with new technology.’ One caveat of that, however, was the dichotomy between service and control, convenience and intrusion, or what she termed ‘big mother’ and ‘big brother’.
Next, Höckmann initiated a debate around online eye exams. She asked: ‘Will refraction be a standard online offering in a year’s time?’
‘No industry discards digitisation,’ said Ruth-Anna Weissmann from the optical retail chain Aktivoptik Service AG. ‘I’m sure it will continue but I don’t think that in one year online refraction will have become standard.’
Susanne Pieler from Essilor Germany agreed that the quality of online eye exams will never match that of traditional sight tests, although she did argue for their importance and efficacy in areas of the world with limited access to eye care services.
Then the discussion turned to the future role of AI. The question put to panellists was, ‘does the customer want AI?’ The general consensus was that human contact was important.
‘Patients are already informing themselves online then going to physical stores,’ said Pieler. ‘The challenge for opticians is accessing people online and expanding exposure that encourages them to come in store.’
‘AI can facilitate the right decision by customers,’ added Jens P Klatt of Mister Spex, the large online glasses retailer that uses augmented reality technology to show customers how certain frames suit their face. Klatt argued that such uses were increasing popular and meant easier decision processes for customers, especially younger ones.
‘Be wary about classifying customers based on age,’ warned Weissmann, arguing that this can simplify complex relationships and attitudes.
