Page 93 - July-August 2020

their vision care needs. However, democratic and accessible. It must consumers at our partner stores
in the current scenario, the same move away from a scheduled to explore and Virtually Try-On
consumer is apprehensive to walk classroom-type session to any product from our entire
into stores. The need of the hour 'Training on Demand' accessible assortment, from our entire brand
is to reinforce and build this Trust to all at any time. We have seen portfolio, irrespective of whether
(built over many years) and to a very strong response for our the store has the physical product
reassure this consumer. Luxottica University Online or not. This on one hand ensures
Training Platform, which allows that the consumers do not have
The Optical Retail ecosystem individuals to take short courses to physically try many products
in India was very quick to define as per their own needs and allows (and thus limit exposure) and on
and implement a robust health and the Managers to keep track of their the other hand will enable our
safety protocol inside the stores, employee's Training journey. Retailer Partner to cater to all
which was a very important first types of consumers, by offering
step. Now, these protocols and TECHNOLOGY
associated services need to be the entire assortment of Luxottica,
adopted and reinforced as part of Eyewear is a planned purchase even when the same are not in
a normal daily routine. Such real and the Consumer's need for an his inventory.
and overt actions prioritising the immersive shopping experience Apart from enhancing the
well-being of consumers are critical including physical touch and selling experience at the point of
in reinforcing this Trust. We must feel, and vision testing (in case of sale, Technology will also play an
accept that many of these new spectacles), is best delivered only important role in shortening the
protocols are good practices and at a physical store. On the other Consumer journey in-store. One
the consumer will start expecting hand, Online shopping offers the such way is the web stores and
the same as a part of quality vision unique ability to the consumer to digital presentation of curated
care service going forward. speak directly with the Brand, in collections that can help to
a personal and consistent way.
TRAINING Going forward, Technology will shortlist products at home, which
play a very important role in can then be physically tried on
Over the past few years, many bringing about a confluence of the for final selection and purchase
retailers have embraced training Physical and Digital world. This at the store.
and have made it a fundamental will make the Consumer Shopping
pillar of their sales strategy. We experience more engaging, In conclusion, the future of the
have seen a lot of interest in our personal and enjoyable. Eyewear Industry remains ‘Clear
Training Sessions around brands, and Sunny’. The fundamentals
products, and design. However, At Luxottica, we are pioneering which drove the growth in the past
in the post-Covid world, Training a state-of-the-art digital tool called i.e. growing awareness around
also needs to incorporate the ‘Smart Shopper’ which is now Vision Care, rising accessibility
need for high levels of empathy, ready to be launched in India. This and consumer's growing love of
required by the store staff to digital tool requires just a Tablet brands will continue to fuel growth.
deal with the changing consumer (Android/IOS) and will allow the The Industry takes care of an
behaviour. The key areas where underlying need of the customer
I see Training needs would be - "DIGITAL PRESENTATION - 'Clear Vision for a Better Quality
dealing with a cautious customer, OF CURATED of life' - this cannot be postponed
understanding the consumer COLLECTIONS CAN or substituted. Together, we have
need and shortening the journey, HELP CONSUMERS TO the resilience and agility required
dealing with the consumer SHORTLIST PRODUCTS to tide over the current crisis. I am
mindset in these uncertain times, AT HOME, WHICH CAN sure that we will come out of this
customised training content to THEN BE PHYSICALLY stronger than ever.
enable storytelling for brands and TRIED ON FOR FINAL
enhancing the in-store experience. SELECTION AND (An extract of this article authored by Akash
An important point here is PURCHASE AT THE Goyle, first appeared in the Business World
th
dated 8 July, 2020. The updated and
that Training must become more STORE" complete article is reproduced above)
JULY-AUG 2020 | 89 Luxottica