Our eyes are subject to more and more stress: intensive use of screens, pollution, UV rays, etc. Everyone will need a pair of glasses at some point, whether they are sunglasses or prescription glasses, especially as we get older.
That's what's so special about the optical market: it concerns almost everyone!
The optical market
5.9 billion euros: this is the weight of this market in France, for the year 2020.
The market is highly fragmented, with independent retailers, cooperative groups, franchise networks and mutual networks all under pressure from new players such as low-cost retailers and online sales sites.
Not to mention that the sector has been severely agitated in recent years by regulatory developments (most recently the "100% health" reform) and of course...Covid-19.
Like many sectors, the optical market has been in decline since the start of the health crisis, but it is holding up well. Its growth is being driven by lenses, particularly progressive lenses due to the ageing of the population.
In this market, the photochromic lens segment, also known as "variable-tint" glass, accounts for 11 % of market share.
A photochromic lens incorporates a technology that allows the lens to darken in the presence of UV rays. In addition to being able to be worn every day, they provide relief for the eye in all circumstances. When photochromic lenses were first introduced at the end of the 1990s, they were mainly favoured by senior citizens for their practicality and protective power. Since then, the target group has expanded considerably.
Transitions Optical, leader in photochromic lenses
Transitions Optical is the market leader in photochromic lenses. Founded in 1990 in the United States, the company is part of the EssilorLuxottica group. Supported by a process of continuous innovation, Transitions Optical today reaches a wide audience and offers a range of photochromic lenses in rich colours, allowing the optician an infinite number of possible customisations and harmonisation with the frame.
As all good salespeople say, it's hard to be convincing if we're not convinced ourselves! To help opticians advise customers and sell their products, Transitions Optical has decided to focus on training opticians, who are local health professionals par excellence, to strengthen their expertise in the Transitions® lens range.
Since February 2017 and the release of the new Style Colors shades for which the brand has exclusive expertise (sapphire, amethyst, amber, emerald), Transitions Optical has been pursuing its ambitions. On the strength of its reputation and the increasing intention to buy its products, the company has put in place a new, even more powerful communication plan and a dedicated sales force to enable opticians to take advantage of the brand's potential.
A leader in the photochromic lens market, the company was recently awarded a "Silmo d'Or" at the SILMO (Salon International de la Lunetterie, de la Monture et de l'Optique) with an innovative product: the Transitions XTRActive Polarized lens.
This innovation offers maximum protection in bright light and glare situations. These photochromic lenses combine the performance of the XTRActive range with the benefits of polarisation, which include sharper vision, wider view and more vivid colours. These lenses even activate behind the windscreen and block 100% of UV! They also protect against blue light indoors and outdoors.
Transitions Optical sales force looks to the future
Transitions Optical's Substitute Sales Force
Service Innovation Group is pleased to support Optical Transitions in its ambitions.
We have built up a team of sales specialists, consisting of BPs (Brand Promoters) working in pairs with telesales (sedentary salespeople) at our call-centre in Vélizy.
The mission of the sales force is to meet with opticians to introduce them to the breadth of the Transitions® lens range, train them on the products and advise them on how to sell the Transitions intelligent solution to eyeglass wearers to increase sales of the range.
The training provided by the SIG field team is tailored to each type of optician profile. In addition to raising the profile of Transitions Optical and increasing the penetration rate of its products, the aim of the system is to develop the commercial relationship and cooperation with opticians.
During their visits, SIG brand promoters provide opticians with communication and brand promotion materials: colour lens charts, brochures, point-of-sale material and demonstration frames and lenses. The presence of these tools is a real asset for opticians. They make it easier to present products to consumers and are an effective sales aid, sometimes decisive in the act of buying.
The role of telesales Transitions, our distance selling specialists
The role of GIS telesales is to complement the actions of the field team. They are responsible for following up with opticians after the brand promoter has passed through, to ensure that the key messages of the training are understood. Each optician benefits from a follow-up programme, adapted to their needs.
In addition to reminding them of the key messages, the telesales team monitors sales performance and determines, together with the optician, the levers that will enable them to develop the annual ambition set. These levers are multiple: they range from the provision of communication tools to webinar training, as our telesales team is equipped and trained in remote animation. These webinars deal with dedicated themes that complement the initial training provided by the PO.
For Transitions Optical, using an outsourced sales force is a real differentiator for revenue growth and collaboration with opticians. For opticians, the support of our trained product teams is an opportunity to generate traffic in shops while creating value through the advice provided.
The Transitions Optical magic is still alive and well, as demand for customisation and visual protection continues to grow.
Thanks to a particularly efficient R&D department, this year should once again bring its share of innovations. Moreover, some highly anticipated products should be launched, such as a lens combining polarisation and photochromy.
SIG and Transitions Optical: 2 companies, 2 DNA around innovation and health, for a winning partnership!