The fourth edition of Optical Monitor
The six-monthly OMO research aims to identify consumer buying habits and describe the optical market in the main European countries.The fourth six-monthly updating of Optical Monitor was presented in Paris in September. Jointly commissioned by MIDO and SILMO and carried out by GfK, the aim of the research is to provide sector operators with information about a cross-section of consumers in the main European countries (France, Italy, Spain, Great Britain, Germany) and the current trends in the sector. Because of the growing importance of digital communication, consumers are having more varied and interactive experiences and the multichannel is the new platform in almost all markets.
Online showed rapid growth, but the importance of the traditional store has been maintained. Both show complementary advantages: online retail meets rational needs (saving money, faster buying, more extensive information, better information), while offline satisfies the emotional side (offers more sociable experiences, supports local businesses, removes problems of returning items, and the product can be touched before buying it...).
Retail opticians are confirmed in their role of specialists for eyesight exams and giving the relevant explanations, but their advice on “fashion” content is not sufficiently satisfactory. A fact that ought not to be underestimated is that senior citizens evaluate retail opticians more positively than new generations. Over the past 12 months, 6 people out of 10 in the 5 European countries have bought optical products (the countries in pole position are Italy and Spain); the average amount spent on a pair of prescription glasses was 273 euros, with the highest recorded in France and Germany.
Young people and women form the largest portion of buyers, but with a smaller budget for prescription glasses and sunglasses; this is particularly true for the under-25 segment.
The estimated future expenditure on prescription glasses is in decline but online purchases will increase in parallel, especially in France, United Kingdom and Germany. Over 40% of sales come from promotions and Italy is shown to be the most advantageous market for eyewear products.
A glance at the future
Consumers will be increasingly connected (especially on social media) and discerning. Thanks to online market they will have more information at their fingertips and this will make them less loyal.
The market should attract consumers of >41 years of age, who spend a lot, and aim at involving women in fashion stores and shopping centers.
Retail opticians should be based less on discount policies and more on customized frames and services, offer easy payment terms, create an ad hoc corner for children, and undertake to provide effective after sales service.
Online showed rapid growth, but the importance of the traditional store has been maintained. Both show complementary advantages: online retail meets rational needs (saving money, faster buying, more extensive information, better information), while offline satisfies the emotional side (offers more sociable experiences, supports local businesses, removes problems of returning items, and the product can be touched before buying it...).
Retail opticians are confirmed in their role of specialists for eyesight exams and giving the relevant explanations, but their advice on “fashion” content is not sufficiently satisfactory. A fact that ought not to be underestimated is that senior citizens evaluate retail opticians more positively than new generations. Over the past 12 months, 6 people out of 10 in the 5 European countries have bought optical products (the countries in pole position are Italy and Spain); the average amount spent on a pair of prescription glasses was 273 euros, with the highest recorded in France and Germany.
Young people and women form the largest portion of buyers, but with a smaller budget for prescription glasses and sunglasses; this is particularly true for the under-25 segment.
The estimated future expenditure on prescription glasses is in decline but online purchases will increase in parallel, especially in France, United Kingdom and Germany. Over 40% of sales come from promotions and Italy is shown to be the most advantageous market for eyewear products.
A glance at the future
Consumers will be increasingly connected (especially on social media) and discerning. Thanks to online market they will have more information at their fingertips and this will make them less loyal.
The market should attract consumers of >41 years of age, who spend a lot, and aim at involving women in fashion stores and shopping centers.
Retail opticians should be based less on discount policies and more on customized frames and services, offer easy payment terms, create an ad hoc corner for children, and undertake to provide effective after sales service.
