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300 dpi
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Satisfied Customers and Considerably More Turnover
The Concept Shops started by Rodenstock two years
ago are a very unique success story. So far, ten of these shops
have been opened in six countries including four in Germany, two
in Switzerland, and one in Dubai, Saudi Arabia, Croatia and most
recently in Russia in July 2010. Even after just a short time,
opticians who converted their shops according to the innovative
shop construction concept from Rodenstock noticed a considerable
increase in turnover. Additional Rodenstock Concept Shops are
already in the planning stage both domestically and
abroad.
Red carpet for
customers
"The Concept Shops have
brought participating opticians turnover increases of up to 25
percent,” says Dieter Henning, Senior Communication Manager
Fairs, Events & Media at Rodenstock. “The shops facilitate
an exclusive and attractive presentation of the Rodenstock
world. They provide the optimum setting for our optical
know-how, for consulting and service as well as for stylish
integration of other high-quality brands like Porsche Design,
Baldessarini or Alfred Dunhill. In addition, Concept Shops
promote the loyalty of existing customers and simultaneously
give a boost to new customer
business.”
The numbers speak for
themselves
The example of Pascal Faoro-Roth
of Optik Roth confirms that the redesign of the shop with the
success concept from Rodenstock pays for itself in the truest
sense of the word. He adopted the Concept Shop design in his
shop at Helvetiaplatz in Zurich in August 2009 – and he has had
the best experience with it. "Our customers are very
satisfied with the new design and give us positive feedback
across the board.” With the new concept, Optik Roth sells not
only a larger number of lenses and frames, but also a higher
proportion of premium products as well as second pairs of
spectacles. “Our balance in the first year really stands out:
Turnover with end customers increased by one-quarter, and the
overall result was even 30 percent,” says Pascal Faoro-Roth.
The product is the
hero
The success of Rodenstock Concept Shops
is not a coincidence. The design and materials stand for a
timeless, confident style, value and high quality. The modular
design of the Concept Shop also allows for perfect adaptation to
the spatial conditions of any shop – from a Shop-in-Shop up to a
complete solution, for almost any size of shop and almost any
floor plan. At the same time, there is also room for special
consultation systems like Rodenstock ImpressionIST® Avantgarde
as well as for the technical configuration and current theme
displays. There is also room for separate themed areas, like
different lenses for example. The markings can be easily
attached to the sliding elements. Hence, all products are easy
to see, it is easier to make a choice, and the customer feels
comfortable and looks forward to having new spectacles. The
customer always has the products in sight, whether he is sitting
at the central consulting table or sipping an espresso at the
bar. The spectacles are presented in glass-fronted cabinets at
eye level. Sliding elements and mirrors arouse curiosity and
encourage customers to try them out.
Eight new openings
planned
Due to the tremendous success,
Rodenstock wants to constantly expand and increase the density
of the Concept Shops network. "By the end of the year, we
will convert at least eight more shops domestically and abroad,”
says Dieter Henning. Four new openings are planned for Germany
(Berlin, Königswinter, Bad Honnef and Großpösna by Leipzig), as
well as four other shops in Sweden, Norway, Croatia and the UK.
As a result, the Concept Shops will be represented in the future
in ten countries in Europe and in the Middle East.
further inquiry / contact person
Stefanie Biereder
printable version
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