The changing face of opticians
MultiOpticas is the leading Spanish retailer in the opticians market. With over 450 shops, it has achieved this market-leading position over 30 years through establishing brand values such as service, expertise and product guarantee.
However, over the years, the brand has lost its appeal with the younger generation who demand more fashionable products and faster renewal of collections. To face this challenge, MultiOpticas needed to face a complete turnaround of its product development and marketing structure and to change the tone of its communication.
Giving MultiOpticas a new look
When LBi entered the pitch, MultiOpticas’ web presence was limited to a corporate website dating from the late 90s. Understanding MultiOpticas’ need for a mid-term comprehensive interactive marketing plan, LBi developed a strategic plan. This delivered a new website as the first step in the way to repositioning the brand.
Our plan includes website development, email and mobile communication actions, media planning and the building of a web-based loyalty program targeting MultiOpticas diverse consumer segments with specific marketing actions.
Virtual spectacles, real value
The development of the new website has signalled a revolution for MultiOpticas product development and marketing departments because it represents the new direction in which the company is moving. Its key feature is the online application designed by LBi to allow users to try MultiOpticas’ glasses before going to the store.
The application enables customers to upload a photograph, choose the frames and adjust them to the size and position of the photograph so they fit their face. Pictures can be saved in their computer, sent by email or printed together with a special price offer to be taken to the closest MultiOpticas shop.
With this application, LBi offers MultiOpticas the chance to close the online-offline circle, maximizing the ROI and placing the interactive channel in the very center of the company’s strategy.
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