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Drive further comparable growth
We consider comparable growth to be the most sustainable and profitable source of growth, as it most strongly leverages our existing cost base.
The underlying drivers of comparable growth
- Volume growth in prescription eyeglasses based on increased store and online traffic and conversion rates
- Improved value-for-money propositions in Exclusive Brands, driving volume and gross margins
- Growth in the sales of contact lenses and sunglasses
- Increased average consumer spending through value-added products and up- and cross-selling
- Transition to an omni-channel approach
- Increasing our digital marketing capabilities
- Improved customer loyalty
Based on these drivers, we are pursuing the following strategic initiatives:
Professionalized customer journey: We have developed a professionalized customer journey to deliver a harmonized and improved customer experience that focuses on achieving higher levels of customer conversion, satisfaction and loyalty. This concept includes a clearly structured commercial offering with transparent product features and pricing, and an assortment focused on functionality and quality. Our customer journey is increasingly supplemented by omni-channel features.
Cross-selling initiatives: Contact lens sales have proven to be a strong driver of customer loyalty due in part to the higher repurchasing frequency of disposable contact lenses, and greater opportunities to cross-sell. The Solaris store-in- store concept with its highly visible sunglass offering is providing further cross-selling opportunities for sunglasses.
Unlocking sunglass market potential: Sunglasses are an underdeveloped category from an optical perspective, as they are generally marketed as accessories or fashion items. The Solaris banner taps this opportunity by offering customers a complete product range in terms of price, depth, brand variety and functionality. Solaris frames range from high quality, affordable Exclusive Brands to well- known non-exclusive fashion brands.
Omni-channel customer journey: The omni-channel customer journey keeps us aligned to changing consumer behaviors and preferences, while enhancing our customer journey concept and driving comparable growth. This includes investments in new technologies and digital communications to create more personalized and relevant customer interactions, leading to higher conversion rates.