In an interview with Envision magazine, Essilor Canada President Marc Tersigni explained that the company is implementing changes in the way Coastal interacts with consumers. “Our goal is to have Coastal become more educative.
The millennial shopper is the biggest wave coming, as boomers are retiring and spending less. This shopper is educated via the Internet, and Coastal will now be part of that, with a clear recommendation that consumers have their eyes and vision checked by professionals. The last thing on our mind is to devalue bricks-and-mortar. The Internet is a viable way to attract people to bricks-and-mortar and educate them. We see possibilities to create a stronger industry for all.”
Tersigni envisions bricks-and-mortar locations using an Internet shopping channel to serve customers for whom the store-based product offerings are not sufficient. “I can see the first pair (being) purchased in the store, with the Internet channel used for the second or third pair and for sunwear,” he explains.
Tersigni has taken the step of introducing leaders in optometry and opticianry to Coastal’s management in order to create understanding and defuse potential points of conflict. Heis also creating an advisory panel to help determine a path forward.
See all of it:
http://www.envisionmagazine.ca/featu...ptical-retailm
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