Adobe Commerce Optic 2000 Website Redesign

Optic 2000 has become a leading name in the optical industry in France, thanks to the trust of its clients. This trust, highly valued by the brand, is nurtured by making customer proximity a central aspect of its approach.
Earning and maintaining this trust is paramount, which is why Optic 2000 emphasizes service quality, commercial innovation, and preventive care at the core of its operations.

With nearly 1,200 locations across France, Optic 2000 offers an extensive geographic presence, making it the largest optical chain in the country by store count.
In fact, 80% of the French population is within a 15-minute reach of an Optic 2000 store!

A bit of background…

The group’s mission is to empower store independence and support them in enhancing their performance. The creation of the Optic2000.com e-commerce site and the associated Drive-to-Store services align perfectly with this commitment to supporting member stores daily.

Developed on Adobe Commerce, the Optic 2000 website has gradually integrated service-oriented solutions to offer an enriched, omnichannel customer experience.

The goal? To drive traffic to Optic 2000 member stores and enhance the in-store experience for both customers and staff.

Project objectives

The initial objective was to enable product reservations on Optic2000.com, followed by online sales to benefit member stores.

The next step is to provide customers with a seamless omnichannel experience, offering a unified journey from the website to physical stores.

Since 2020, DATASOLUTION has been supporting Optic 2000 in the redesign and development of its e-commerce website, overseeing the integration of service-based solutions on the Adobe Commerce platform to meet ambitious business goals:

• Assist customers in selecting frames that meet their needs while enhancing brand awareness
• Increase mobile traffic with an additional 30% visitors across all channels
• Boost the average order value, both through e-reservation and online sales
• Optimize natural search (SEO)
• Promote drive-to-store with a modern e-commerce platform to draw more online customers to physical stores
• Refresh the database to capture a younger target audience

From an organizational perspective, a Digital Factory was established between the two companies, utilizing Agile Scrum methodology and implementing a “Product” Backlog to prioritize high-business-value features.

The integration of these tools has been a true success, benefiting both customers and opticians with proven results

 ⇒ Online try-on and face shape matching: A strong correlation has been observed between the number of online try-ons and in-store sales, particularly for popular Medley and Cosmopolitan frames. These innovative, user-friendly services enable our opticians to effectively guide customers in selecting the right frames

⇒ Booxi appointment booking: Appointment volume has increased by over 2% since early 2024, highlighting the two most popular services—personalized eyewear consultation and in-store pickup. Tailored support and internal team training have been provided to enhance service quality.

⇒Launch of sunglasses e-reservation and drive-to-store acceleration: The central system ensures that frames are available across the network of over 1,200 opticians within just 24 hours to meet strong customer demand. The return rate of unsold frames has remained steady, and member stores report an overall improvement in customer satisfaction.

Concrete results have been recorded over the past three years in terms of customer experience, thanks to these initiatives:

• Increased NPS (Net Promoter Score)
• Higher in-store traffic
• Personalized in-store service
• Improved online add-to-cart rates
• Reduced return rates

Additionally, store staffing has been optimized based on reservation, appointment, and pickup statistics—a feature highly valued by our member stores.