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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2. HOW AND WHY TO GO
MULTICHANNEL
A best practice case by
Mister Spex
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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
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4. CONFIDENTIALCONFIDENTIAL
ABOUT US
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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
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Lensstore and Lensit.no will be rebranded step by step into Mister Spex – start in NL was in Q2 2015
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6. CONFIDENTIAL
WHAT’S UNIQUE ABOUT US?
About us
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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
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7. CONFIDENTIALCONFIDENTIAL
WHY OPEN BRICK-AND-
MORTAR STORES?
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8. CONFIDENTIAL
OUR STRATEGIC APPROACH FOR OFFLINE STORES
Why open brick-and-mortar stores?
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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. CONFIDENTIALCONFIDENTIAL
TRANSLATING OUR
ONLINE DNA TO STORES
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10. CONFIDENTIAL
HOW DO YOU TRANSFER AN ONLINE SHOP TO A PHYSICAL STORE?
Translating our online DNA to stores
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11. CONFIDENTIAL
USE ONLINE FILTERS ON THE REAR PANELS
Translating our online DNA to stores
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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. CONFIDENTIAL
USE ONLINE FILTERS ON THE REAR PANELS
Translating our online DNA to stores
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5: Separate placement of premium brands 6: Vertical assortment of material
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13. CONFIDENTIAL
TAKE-AWAY CARDS WITH PRODUCT DETAILS
Many customers use product cards for cross-channel purchases.
Translating our online DNA to stores
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ProductcardOnlineproductpage

14. CONFIDENTIAL
STORE VISITORS CAN BROWSE THE ONLINE ASSORTMENT, CHECK IN FOR
APPOINTMENTS OR BOOK AN EYE EXAM
Translating our online DNA to stores
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15. CONFIDENTIAL
STORE EXPERIENCE BASED ON ONLINE CUSTOMER JOURNEY
Translating our online DNA to stores
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Generate eye
exam voucher
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Book online exam
at partner optician
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Book eye exam
online
2
Online check-in
prior to or during
store visit
Online journey with partner optician Store journey

16. CONFIDENTIAL
STORE EXPERIENCE BASED ON ONLINE CUSTOMER JOURNEY
Translating our online DNA to stores
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Online journey with partner optician Store journey
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Frames selection
via search filters
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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. CONFIDENTIAL
STORE EXPERIENCE BASED ON ONLINE CUSTOMER JOURNEY
Translating our online DNA to stores
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Online journey with partner optician Store journey
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Eye exam and
lenses
recommendation
at partner optician
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Online purchase
and payment
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Eye exam and
lenses
recommendation
6
Store purchase
and payment

18. CONFIDENTIAL
STORE EXPERIENCE BASED ON ONLINE CUSTOMER JOURNEY
Translating our online DNA to stores
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Online journey with partner optician Store journey
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Glasses
production and
shipping
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Once delivered,
adjustment at
partner optician
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Glasses
production and
shipping
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Pickup and
adjustment at
store

19. CONFIDENTIALCONFIDENTIAL
OUR MULTICHANNEL
FUTURE
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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
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QR
Code
NFC
 Product details
 Wish list
 Online purchase
or home trial

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
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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
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QUESTIONS