300 dpi




16.09.2010
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

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