Migration and Optimization of the e‑commerce Platform for a Better User Experience
A leading player in the French optical industry
If Optic 2000 is now a leading player in the optical industry in France, it is thanks to the trust of its customers. This precious trust that the brand nurtures by placing a personal touch at the heart of its customer relationships. And because trust must be earned, Optic 2000 places the quality of its services, business innovation, and preventive care at the the heart of its business.
Optic 2000 is highly accessible, with nearly 1,200 retail locations in France, making it the leading French retailer in terms of the number of stores. 80% of French people live within 15 minutes of an Optic 2000 store!
Build and strengthen the connection between customers and stores
The group’s mission is to promote the independence of its stores and support them inimproving their performance. The launch of the Optic 2000.com e-commerce site and the associated “Drive to Store” services are a perfect fit for this ongoing support of member stores.
Built on Adobe Commerce, the Optic 2000 website has been gradually enhanced with modules and service solutions to deliver an enriched omnichannel customer experience. The goal? To drive traffic to member stores in the Optic 2000 network and improve the in-store experience for both customers and employees.
Project Objectives
Initially, offer product reservations through the Optic2000.com website, followed by online sales to benefit participating stores.
Next, provide customers with a seamless omnichannel experience to offer them a unified journey from the website to physical stores.
That is why, since 2020, DATASOLUTION has been working with Optic 2000 to redesign and develop its e-commerce website and is responsible for integrating various solutions based on the Adobe Commerce platform to meet ambitious business goals:
- Help customers choose frames that meet their needs and raise brand awareness
- Increase mobile traffic by 30% across all channels
- Increase the average order value for both online reservations and online sales
- Optimizing Search Engine Optimization (SEO)
- Promote drive-to-store through a modern e-commerce platform to attract more online customers to the store
- Rejuvenate the database and attract a younger audience
From an organizational standpoint, it was decided to establish a Digital Factory between the two companies, using the Agile Scrum methodology, and to create a “Product” backlog to prioritize features with high business value.
The Strategy Developed
In addition to the technical implementation of the e-commerce platform using the Adobe solution—which enables the online sale of sunglasses and contact lens products—DATASOLUTION worked closely with Optic2000 to:
- Finding the Most Appropriate Project Organization
- Implementation of a Digital Factory structure for Build & Run (PM & PO at Optic 2000 / Scrum Master & Dev team – DATASOLUTION)
- Project Management Using the Agile Scrum Methodology
- Implementation of the CI/CD process and automated non-regression testing
- Deploy the technology solutions selected by Optic 2000 to provide the best user experiences and Drive-to-Store features and drive in-store traffic to maximize sales of prescription eyeglasses
- Implementation of an Adobe Commerce platform as the technical foundation integrated with the Optic 2000 IT system (ERP, Akeneo PIM, Cosium POS, CRM) via an ESB
- Integration of third-party solutions: Booxi (appointment scheduling), Cosium Virtual Try On (virtual try-on), and Uberall (store locator)
- Specific developments for implementingonline reservations and Click&Collect delivery
Tangible Results
A real success, both for customers and opticians
Online fitting and face shape analysis
A correlation has been observed between the number of frames tried on and in-store sales, particularly for Medley and Cosmopolitan frames, which are very popular with in-store customers. These are innovative, easy-to-use services that enable our opticians to best assist customers in choosing frames.
Booxi Appointment Booking
Volume has increased by 2% since the beginning of 2024, with a focus on the two most frequently used services (receiving advice on choosing glasses and picking up glasses in-store). The company provides personalized support and in-house training for its teams.
Launch of solar e-reservation and acceleration of drive-to-store
The distribution center makes it possible to deliver frames in just 24 hours through a network of more than 1,200 opticians, thereby meeting customers’ high expectations. The return rate for unsold frames remained stable throughout the period, and members reported an improvement in overall customer satisfaction.
Concrete results have been recorded over the last 3 years in terms of experience thanks to the implementation of these systems :
- An increase in NPS
- Increasing in-store traffic
- Un accueil personnalisé en boutique
- A personalized in-store welcome
- A reduction in returns
- Furthermore, in-store staffing could be optimized through reservation, appointment scheduling, and pickup statistics. A feature appreciated by members.
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