Luxottica reveals future of retail in a new and revolutionary concept store
Luxottica Group today presented to its clients the future of retail with the launch of the first international concept store in Melbourne, Australia’s capital of fashion.
The opening of the new "OPSM eye hub" marks the debut of a new generation of outlets in which customers can manage and personalize their shopping.
Designed by E2, the multi-award–winning team of architects which also designed the Millennium Dome, now a symbol of London, the aim of the revolutionary concept store is to put customers at the center of the experience.
Andrea Guerra, Luxottica Group CEO, stated that the company’s long-term objective is to adapt and apply the concept throughout the world. As well as opening other stores in Australia within the next two or three years, Luxottica is examining the possibility of future openings of additional outlets in key markets such as China, the United Kingdom and the United States.
“We are convinced that our first OPSM eye hub will be a huge success and will lead to similar stores being opened in international markets", Guerra said. "The special characteristics that the new concept store offers customers simply demonstrate how international retail will be in the future. Specifically, we believe that after this big step eyewear retail will no longer be the same and we are looking forward to exporting the concept worldwide."
Two simulators for testing prescription eyeglasses and sunglasses in conditions of wind or glare. In the center, the large iris contains exclusive and very classy design models that can be seen from any point in the store. Interactive touch screen mirrors to create a personal look. A safe play area where parents can leave their children while they concentrate on shopping. In other words, the new OPSM eye hub reflects the latest generation of “live” shopping.
After carrying out detailed customer research, Luxottica spent two years planning and designing the retail experience to make it as personalized and welcoming as possible and thereby meet the needs of the various segments of the population. During the research, Luxottica examined not only what customers want when they enter a store, but also what they don’t want – an aspect that emerges clearly in the design and layout of the store. The OPSM eye hub reflects Luxottica’s constant commitment to pursuing innovation, without forsaking top quality technology and style in order to guarantee customer wellbeing and satisfaction.
Chris Beer, CEO of Luxottica Australasia, South Africa & Greater China, added: "Generally, it’s the retailer who establishes what happens as soon as a customer sets foot inside the store. With our highly original concept, it will be the customers who lead the shopping experience by telling the concierge at the entrance of the store how they intend to proceed and on what aspect they want to focus their time. The best part is that every consumer’s experience in the store will be truly unique and unrepeatable.”
“OPSM eye hub concept store raises the bar for all retailers: from now on, they will be able to give customers exactly what they want by proposing a 360-degree experience”, Beer concluded.
Ian Pearson, the international retail futurologist who invented SMS when he was working full-time at British Telecom (until 2008), is convinced that there will be a significant turning point in the relationship between the retailer and the customer that will increasingly persuade customers to visit stores. Time is becoming more and more precious so stores must invest their time in preparing themselves to welcome and serve customers in the light of "attention economy”, as Pearson describes it.
“Today, at the OPSM eye hub I saw the very first retail concept in action, focused on 5-star service and a highly rewarding experience for the consumer”, he explained.
The eye hub gathers avant-garde technologies, such as the interactive touch screen mirrors that will visualize a new look clearly and entirely.
In these areas it will be possible to simulate situations and the real hazards typical of sports, such as wind or glare, and carry out precise tests on frames in real time.
The result: for the first time, physical activity enthusiasts can check that their sunglasses or prescription eyeglasses are suitable for any sport before they buy them. The wind gallery is also equipped with a treadmill and an exercise bicycle for racers.
