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300 dpi
300 dpi
300 dpi
|  | 28.01.2011
More Turnover with the Rodenstock Concept Shop
The Concept Shops started by Rodenstock two years
ago are a very unique success story. There are now twelve shops
in the Rodenstock design worldwide. Opticians trust Rodenstock
for their shop designs in a total of seven countries, including
Germany, Switzerland, the United Arab Emirates, Saudi Arabia,
the UK, Croatia and Russia. It is a decision that pays off.
Opticians who have already converted their businesses in
accordance with the shop construction concept from Rodenstock
noticed a considerable increase in turnover after just a short
time.
Red carpet for
customers
"The Concept Shops that have
been implemented by our customers so far have brought in
turnover increases of up to 30 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 the optician's optical know-how,
for consulting and service as well as for integration of other
high-quality brands like Porsche Design, Alfred Dunhill or
Mercedes-Benz in a way that is in line with the brands. 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 Andreas Tomasso
of Optik Schreiber in Munich confirms that the redesign of the
shop with the success concept from Rodenstock pays for itself in
the truest sense of the word. He rebuilt his shop in the
well-known Leopoldstrasse in April 2010 – and has had only the
best experience with it: "Our customers are very satisfied
with the new design and give us positive feedback across the
board, independent of their ages. Our business now attracts more
young customers; however the more conservative customers also
feel comfortable here because the shop design provides just the
right mixture of modern and classically timeless elements."
He sells not only a larger number of lenses and frames with the
new concept, but also a larger proportion of premium products.
"Buying habits have changed noticeably. We sell
considerably more high-quality and fashionable frames from the
upper price segment. That has a direct effect on the balance
sheet, of course. Since the conversion, turnover has increased
by almost one-quarter," says Andreas
Tomasso.
The Product is the
hero
The secret to the success for the
Rodenstock Concept Shop is found in the details: The design and
materials stand for a timeless and confident style, value and
high-quality. The modular design 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.
The
spectacles are presented in glass-fronted cabinets at eye level.
Sliding elements and mirrors arouse curiosity and encourage
customers to try them out. Whether sitting at one of the central
consulting tables or with an espresso at the bar, the customer
maintains an overview, feels comfortable and looks forward to
having new spectacles.
Eight New
Openings Planned
Due to the tremendous
success, Rodenstock wants to constantly expand the Concept Shops
network. "By the end of the year, we will convert at least
eight more shops for our customers domestically and
abroad," says Dieter Henning. More new openings are planned
for 2011 in Germany (including Berlin and Hamburg), Sweden and Norway.
further inquiry / contact person
Stefanie Biereder
printable version
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