After SVT had already developed new in-store communication for Pearle Opticians, a complete new retail concept has now also been developed. Extra clarity for consumers regarding the various special offers, benefits and the personal attention, friendliness and empathy spearheads needed to be emphasised more strongly not only in the communication but also in the store.
The new Pearle store has been given a modern and distinctive look, both in terms of the shopping street and the opticians branch, with great attention for the modern-day consumer's needs: convenience, perception, inspiration, personal attention and privacy. These are all achieved without detracting from the strong Pearle pricing formula: professionalism and service at keen prices.
The double function within the new concept of good service and quality on the one hand versus an inspiring and fashionable range on the other, has been translated into all layers of the store, from routing and layout to presentation and communication.
The first new style Pearle branch was opened in Rijswijk in November 2010. Stores are now rapidly being converted to the new formula.
Call Michel van Tongeren for the presentation of this case: 020 5535050