Essilor, a top corrective lenses brand, wanted to improve its market position by making an impact at the pivotal moment of product choice.
It first focused on understanding how a customer selects a product once inside a store, and how the experience of selection can be better orchestrated. The idea is to be able to provide opticians with information that will bolster their business and make Essilor their provider of choice.
Our team reviewed past research and insights, audited current store experiences, conducted internal interviews, and held research through shop-alongs and power sessions with customers. We mapped the existing shopping experience to identify opportunities for improvement.
Interbrand’s team recommended a solution that transforms the glasses selection experience by placing the function of the product at the center of the decision-making process. We recommended a shift in the sequence that a customer goes through from the beginning to the end of the selection process. The solution creates a reassuring environment in which the customer can make an informed choice.
Using the original research, we created a demonstration space for exhibiting Essilor’s expertise through the Shopper Lab. The Shopper Lab was first displayed at a large marketing conference and has since been set up in a permanent location. The ongoing project and shopper based initiatives is in the process of making Essilor the category leader: moving from a supplier to a partner in ensuring opticians’ success.