An initiative to encourage frame wearers to buy from their local optical practice has been launched by Silhouette that aimed to combine online and offline shopping.

The Austrian company said digital technologies affect consumer habits and its new click and collect service was designed to support its independent partners and offer customers versatile shopping options.

Christian Ender, chief sales office at Silhouette, said: ‘To offer our customers the best possible service and to connect our Silhouette online community to local brick-and-mortar practices, there needs to be a seamless transition between the online and offline customer experience.’

Customers can select up to three pairs of frames using Silhouette’s virtual try-on service and then arrange an in-person consultation with their chosen optical practice.