David Clulow's new store in Guildford will act as a testbed for some new ideas and technology which, if successful, could be rolled out across its network. Chris Bennett travelled to Surrey's City of chic to take a closer look
Technology innovation meant one thing for optical practices in 2012 - the Apple iPad.
This neat tablet computer has captured the imagination of optics where previous IT gizmos have failed. It was no surprise then that when David Clulow announced it was opening a 'concept' store in Guildford featuring some new technology that the iPad would make an appearance.
The practice features the sleek, showroom-style interior seen in other Clulow outlets but has been opened up further. Gone are counters, tills and wooden cabinets and in comes brighter lighting and lots of accessible eyewear.
To trial the technology David Clulow has hooked up with Hoya and is currently using its Visureal and Hoya Vision Consultant Apps in practice, future editions may be more Clulow branded. The HVC allows all types of lenses to be discussed with the customers. It has clear and simple animations to show the features and benefits of different lenses and costings. It also includes a function utilising the iPad's camera to show the effect of different progressive designs, occupational and reading lenses. All of the teach-ins and even lens types were generic, said Russell Bickle, Hoya's regional sales manager, enabling the tools to be used in any practice. The Visureal software turns the iPad into a complete dispensing tool. A camera unit clips onto the iPad, allowing photos and video of the customers to be taken. These can be viewed by the customer or emailed to friends and family. The iPad technology also allows the patients to view themselves in frames not physically in the store. With the customer wearing the Hoya measurement tool on the chosen frame, all of the necessary fitting dimensions can be recorded automatically and sent to the patient's record.
The real power in the device and the software, said store manager Mona Gandhi, was the changes it had on the way staff and customers interacted. She said the iPad allowed staff to explain different sorts of lenses and show all manner of product but it was also a great educational tool.
The three iPads and one laptop in store are totally portable but if required the output on the screen can be wirelessly transmitted to a 42-inch flat screen towards the back of the store. 'In other stores you constantly have to tell patients to "come over here" - using the iPad we can just walk around. It makes the whole process more fluid.'
Gandhi said this flexibility of working was already making it easier for staff to break the ice with customers who may only be browsing. 'It's much easier to suggest a customer tries on a frame and just take a picture. It also allows us to hang onto people because we can answer any questions they might ask right there and then.'
The positioning of the store is tailored to the local clientele as with other David Clulow outlets. The town has a range of independent and multiple opticians and early promotions have been aimed 'at everyone' said Gandhi. The store has a European feel with brightly lit displays, a boutique design and a distinctly upmarket feel. Upstairs the Topcon-equipped consulting room shares the same stylish, yet high-tech, feel.
'The frame offering is very much Luxottica,' said a David Clulow spokesperson, but it also included a few extra names. Alongside Tiffany, Cartier, Prada, Ray-Ban and Oakley were Porsche and Lindberg. When the practice opened a month ago it featured the Bentley collection and more special frame features are expected.
If for you Guildford conjures up images of Reginald Perrin-like commuters or retired colonels in tweed, think again. This busy market town has become a haven for young London workers with a taste for country living and London wages in their pockets. 'People in Guildford are looking for trendier frames,' said Gandhi, and the store has them. 'We have a lot of acetate frames and we always have high-end in the window.'
The fluidity enabled by the iPad has been extended to the frame displays. The fixtures are modern and white and the frames brightly lit. Another departure is the sunglass displays. 'In other stores the sunglasses are locked, here they are free for customers to pick up. They can try them on and be closer to the product,' said Gandhi. The frames are tagged but the usual security sensors at the door are nowhere to be seen. Security is in place but: 'In this store it is invisible,' said Gandhi.