Traditional Store – Thesis 01

Customer Centricity

Customer Centricity is the key to services and added value along the entire product lifecycle.

In the best case, all available channels are taken into account for a holistic customer experience. Touchpoints & services support the physical experience by providing maximum convenience. The most important thing here is a detailed analysis of the prospective customer groups and their mindsets. Because if needs are addressed that do not correspond to those of the target consumers, nobody wins.

The stores of (online) optician Mister Spex SE are a prime example for offering a holistic customer experience taking into account all available channels. Back in 2016, the brand successfully made the leap from pure online retailer to additional store-based outlets. In the 400-square-meter flagship store in Cologne’s Schildergasse, which opened in December 2022, you can experience the latest evolution of omnichannel store design first-hand.

At the heart of the concept is the consumer need for ease and transparency, identified in a study. During implementation, particular attention was paid to interlinking online and offline services. One example of this is the unique presentation of eyewear on individual angled shelves. It makes it „easy“ to try on glasses. The QR code on the electronic shelf label (ESL) forms the interface to the corresponding model in the Mister Spex online store with additional information.

At the center of the product presentation is the „Brand Stage,“ where brands can showcase themselves in analog and digital ways. This creates ever new and inspiring brand and product worlds for consumers.

The customer then takes center stage at the „Consulting Bar,“ the heart of the boutique. In a relaxed atmosphere, glasses can be tried on, measured, and adjusted. All the way from the consultation to the check-out, the customer remains a guest of the Mister Spex expert.

In addition to these customer-centric elements, the store also offers a „grammable“ moment with the rainbow-colored „Wall of Frames.“ In addition, a „Trendwall“ offers inspiration with current styles, highlights, and accessories – and of course a connection to the complete online space of Mister Spex.

Customer Centricity is a buzzword at the top of the agenda in many organizations. Unfortunately, however, it often only remains lip service and superficial efforts are made to accommodate individual elements in store concepts. The central prerequisite for truly customer-centric concepts is a very specific understanding of customer needs. This is not just about customer types or personas, but rather about the specific purchase occasions or mindsets of consumers when they enter the store. In the case of eyewear, a key need is fitting, but also additional information about the product. Two requirements that can be ideally addressed by linking offline (‚fitting‘) and online (‚informing‘).

If you want to learn more about the „New Spirit of Retail“, download the full whitepaper from dan pearlman and invidis.

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