View from the High Street: Going digital

As the digital revolution continues to extend into all aspects of our lives, retailers are constantly being reminded of the need to keep pace.

E-commerce continues to rise, hitting many high street stores hard. With an industry like ours, which by its very nature relies on a physical environment and face-to-face customer interaction, it is easy to get complacent that we’re invincible to that trend.

But the reality is consumers are becoming so used to digital interaction that they now expect it, even when they’re shopping offline. So how do we future proof eyecare and ensure that we continue to meet our customer’s expectations in this digital age? Well, strictly speaking, opticians – like all health providers – have always kept at the forefront of technological innovations. As part of our duty of care to our patients we all strive to keep up to date with the latest equipment. Traditionally the main thrust of such innovation has been about improving clinical standards. But now, arguably of equal importance, is the need to embrace technology to enhance the overall customer experience.