VisionOttica continues its path towards omnichannel

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VisionOttica, towards omnichannel

Vision Group is the largest optics distribution network in Italy with over 2,042 affiliated centres throughout the country. The VisionOttica platform, the national signature of the group, has been redesigned in several aspects, from technology to layout, passing through the user experience.

A Greater Brand Awareness and customer loyalty

Vision Group wanted to completely redesign the VisionOttica platform with the support of Tinext; here are the main prefixed goals: increasing its Brand Awareness, through a targeted VisionOttica brand positioning strategy, thanks to the creation of contents and materials needed by users; increasing the traffic within affiliated optical centres through a better visibility of the products and services offered; customer loyalty established by professionalism and a better shopping experience within the store.

A double browsing experience, with many innovative features

The project, which started at the end of 2017, was completed at the beginning of 2019, with the online publication of the new redesigned version of the website

Now the user visiting can fully enjoy two browsing experiences: one concerning the aspect linked to the possibility to virtually test the models in the catalogue, the other linked to the search for a complete optical solution, able to meet any specific need.

The new VisionOttica platform developed by Tinext in cooperation with Meloria communication agency is fully consistent with the brand and is also able to offer users several interesting news.

The most important novelty is certainly the virtual augmented reality testing, made possible through VisionOttica Mirror: you only have to turn on the cam of your smartphone or PC or upload a front photo to virtually wear and test all the glasses frames available in the VisionOttica catalogue.

To increase the sell-out of the shops, a series of different functions have been implemented within the platform aimed to incentivise network users to visit all VisionOttica shops (new locator store, appointments booking, wishlist sharing, coupon download, special eyewear offers, websites entirely dedicated to the various optical centres).

Tinext has been able to understand our business needs by combining at the best the technical and operative requirements. Proactiveness and closeness are elements that characterized - and still do nowadays - the relationship with the marketing department that is overseeing the project.

Francesca Cioli –
Retail marketing & Communication specialist

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