A large optical retailer needed to integrate new technology, define a new operating model, and enable new processes in order to achieve customer-centricity in its new omnichannel environment. By leveraging a digital transformation that focused on improving the customer web experience, optimizing omni-channel capabilities, and strengthening their marketing capabilities, we enabled accelerated direct and indirect customer conversion.

A large optical retailer needed to define a strategy and approach to unify its brick and mortar and online retail businesses around a cohesive, omnichannel vision. The strategy needed to seamlessly accommodate customers in both channels while unifying the operating model and disparate systems serving each channel behind the scenes. The goal was to drive conversion directly through the e-commerce channel but also indirectly through their stores.

We enabled new technology, enhanced systems integration, implemented a new operating model, and defined new processes in order to drive the business case and achieve customer-centricity in their new omnichannel environment. The first part of the customer-centric journey was a Digital Transformation which focused on improving the customer web experience, delivering omnichannel capabilities, and enhancing their marketing capabilities through a ‘single view of a customer.’