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EBE 2019 - How and why to go multichannel – A best practice case

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Anastasia Hansen
Senior PR Manager Mister Spex

Internet only is a thing of the past. Multichannel is the sustainable way to go in retail to best address customer needs.
The key in doing multichannel successfully: Do not view stores as something on top or extra, but as a logic extension of the online customer journey.
Best practice case by Mister Spex: Strategic insights into how the online optician approached multichannel and launched own stores

Anastasia studied communication science and North American studies at the Freie Universität Berlin and University of Minnesota. Before joining Mister Spex in 2017, she worked as a PR and strategy consultant at communications agencies like fischerAppelt for many years. She led several accounts in e.g. e-commerce, technology, aviation and hospitality. At Mister Spex she oversees the PR department and the company’s external as well as internal communication, esp. corporate topics like multichannel.

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EBE 2019 - How and why to go multichannel – A best practice case

  1. 1. 1
  2. 2. HOW AND WHY TO GO MULTICHANNEL A best practice case by Mister Spex 2
  3. 3. CONFIDENTIALCONFIDENTIAL HOW AND WHY TO GO MULTICHANNEL 1. ABOUT US 2. WHY OPEN BRICK-AND-MORTAR STORES? 3. TRANSLATING OUR ONLINE DNA TO STORES 4. OUR MULTICHANNEL FUTURE 3E-commerce Berlin Expo
  4. 4. CONFIDENTIALCONFIDENTIAL ABOUT US 4
  5. 5. CONFIDENTIAL  A large assortment on stock – for prescription glasses, sunglasses and contact lenses.  Transparent, better pricing.  Comprehensive multichannel experience with more than 500 partner opticians in Germany, Austria, Switzerland, the Netherlands and Sweden as well as 10 stores in Germany. EUROPE‘S LARGEST ONLINE RETAILER FOR EYEWEAR We innovate the eyewear market by providing Rest of Europe (optional) Countries served by Mister Spex About us E-commerce Berlin Expo Lensstore and Lensit.no will be rebranded step by step into Mister Spex – start in NL was in Q2 2015 5
  6. 6. CONFIDENTIAL WHAT’S UNIQUE ABOUT US? About us E-commerce Berlin Expo 1. Unique positioning  Brand and premium focus and up to 50% customer savings on prescription glasses 2. Multichannel approach  Same service as brick-and-mortar opticians through more than 500 partner opticians and own stores 3. Superior supplier relations  Large immediately available assortment – more than 11,000 glasses on stock 4. Technology and ops  Latest technology, warehousing and BI to offer the best possible buying experience to our customers 5. Brand and marketing  Europe’s strongest online brand fueled by data-driven online and offline marketing 6
  7. 7. CONFIDENTIALCONFIDENTIAL WHY OPEN BRICK-AND- MORTAR STORES? E-commerce Berlin Expo 7
  8. 8. CONFIDENTIAL OUR STRATEGIC APPROACH FOR OFFLINE STORES Why open brick-and-mortar stores? E-commerce Berlin Expo 8 Objectives Hypotheses Added value for customers Increasing the addressable market Profitable business unit Establishing an “Offline Education Hub” • Better haptic product experience • Better service through personal relationship • Improved review of costs per unit due to up- and cross-selling • Stronger customer retention • Additional source of revenue • Brand positioning • 2 complementary perspectives: • We learn from our customers • Our customers learn about the online process • Possibility to address new target groups • Positive margin effect due to higher share of prescription and varifocal glasses
  9. 9. CONFIDENTIALCONFIDENTIAL TRANSLATING OUR ONLINE DNA TO STORES 9
  10. 10. CONFIDENTIAL HOW DO YOU TRANSFER AN ONLINE SHOP TO A PHYSICAL STORE? Translating our online DNA to stores E-commerce Berlin Expo 10
  11. 11. CONFIDENTIAL USE ONLINE FILTERS ON THE REAR PANELS Translating our online DNA to stores E-commerce Berlin Expo 11 2 1 4 3 1: Selection for women / men 2: Head / glasses width on product cards 3: Panel sorted according to frame shape 4: Vertical assortment of frame type
  12. 12. CONFIDENTIAL USE ONLINE FILTERS ON THE REAR PANELS Translating our online DNA to stores E-commerce Berlin Expo 12 5: Separate placement of premium brands 6: Vertical assortment of material 5 6
  13. 13. CONFIDENTIAL TAKE-AWAY CARDS WITH PRODUCT DETAILS Many customers use product cards for cross-channel purchases. Translating our online DNA to stores E-commerce Berlin Expo 13 ProductcardOnlineproductpage
  14. 14. CONFIDENTIAL STORE VISITORS CAN BROWSE THE ONLINE ASSORTMENT, CHECK IN FOR APPOINTMENTS OR BOOK AN EYE EXAM Translating our online DNA to stores E-commerce Berlin Expo 14
  15. 15. CONFIDENTIAL STORE EXPERIENCE BASED ON ONLINE CUSTOMER JOURNEY Translating our online DNA to stores E-commerce Berlin Expo 15 1 Generate eye exam voucher 2 Book online exam at partner optician 1 Book eye exam online 2 Online check-in prior to or during store visit Online journey with partner optician Store journey
  16. 16. CONFIDENTIAL STORE EXPERIENCE BASED ON ONLINE CUSTOMER JOURNEY Translating our online DNA to stores E-commerce Berlin Expo 16 Online journey with partner optician Store journey 3 Frames selection via search filters 4 Online try-on or order of up to four frames for home trial 3 Frames selection via product cluster 4 Selecting four frames incl. consultation
  17. 17. CONFIDENTIAL STORE EXPERIENCE BASED ON ONLINE CUSTOMER JOURNEY Translating our online DNA to stores E-commerce Berlin Expo 17 Online journey with partner optician Store journey 5 Eye exam and lenses recommendation at partner optician 6 Online purchase and payment 5 Eye exam and lenses recommendation 6 Store purchase and payment
  18. 18. CONFIDENTIAL STORE EXPERIENCE BASED ON ONLINE CUSTOMER JOURNEY Translating our online DNA to stores E-commerce Berlin Expo 18 Online journey with partner optician Store journey 7 Glasses production and shipping 8 Once delivered, adjustment at partner optician 7 Glasses production and shipping 8 Pickup and adjustment at store
  19. 19. CONFIDENTIALCONFIDENTIAL OUR MULTICHANNEL FUTURE 19
  20. 20. CONFIDENTIAL DYNAMIC PRICING VIA DIGITAL DISPLAYS Customers can access products via their smartphone and e.g. order up to four frames for a free home trial. Our multichannel future E-commerce Berlin Expo 20 QR Code NFC  Product details  Wish list  Online purchase or home trial
  21. 21. CONFIDENTIAL OUR VIRTUAL TR-ON FEATURE GRANTS ACCESS TO MORE THAN 11,000 PRESCRIPTION AND SUNGLASSES The feature also recognizes face parameters and allows customers to save them in their account. Our multichannel future E-commerce Berlin Expo 21
  22. 22. CONFIDENTIAL OUR CUSTOMER FOCUS STEERS OUR FURTHER EXPANSION We will extend our store expansion to the DACH region in the years to come. A key evaluation criterion is the concentration of our existing customers. Our multichannel future E-commerce Berlin Expo 22
  23. 23. CONFIDENTIALE-commerce Berlin Expo 23 QUESTIONS

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