In this episode of the CX Insider Podcast, we’re joined by Mohamed Elsalam, an expert with over 15 years in customer-centric roles across telecom, retail, and NGOs. Now in the optical industry, Mohammed shares his insights into the unique challenges of customer experience in a space where healthcare meets luxury. Whether you’re in retail, customer service, or just passionate about CX, this episode offers valuable lessons on putting customers at the heart of every business decision.
Episode Summary
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Navigating the Unique World of Optical Retail
The optical retail industry isn’t your average retail space. It’s a hybrid, straddling the healthcare and fashion industries, which poses its own set of challenges for businesses and customer expectations. Mohamed explains that selling eyewear involves a diverse mix of products: medical-grade eyeglasses, fashionable sunglasses, and recurring products like contact lenses. This variety means companies must adapt their customer experience strategies to suit distinct customer behaviours and product lifecycles.
With items like sunglasses, customers may prioritise style and brand image, while those buying prescription eyeglasses focus on the medical aspects and the customer service experience. Contact lenses, on the other hand, are fast-moving products where convenience and availability take precedence. Mohamed emphasises that in such a diverse space, understanding each product’s unique role is essential. By tailoring the customer journey to these varied needs, optical retailers can offer a truly unique and valuable experience to their clientele.
The Importance of Omnichannel Experience in Retail
With omnichannel experiences quickly becoming a staple for modern retail, Mohamed explains that simply having both online and physical store presence isn’t enough. What truly matters is how seamlessly these channels connect. In optical retail, many customers want the option to research products online, try them on in-store, and even order online for home delivery. Mohamed points out that successful omnichannel experiences are about more than just convenience; they ensure that the customer has a consistent and enjoyable journey, no matter the touchpoint.
Drawing a comparison to booking a cinema ticket online, Mohamed notes that customers don’t want to risk driving to a physical location without the guarantee of availability. This simple, yet effective analogy underlines how much customer behaviour has shifted in the digital era. Omnichannel excellence isn’t just a feature anymore; it’s an expectation. By connecting the digital and physical experiences, brands can cater to a wider audience and foster trust and loyalty through reliable service.
The Future of Customer Loyalty
Mohamed highlights that while companies often spend heavily to acquire new customers, retaining existing customers is more cost-effective and can yield higher returns. In the optical industry, as with other retail sectors, loyalty programs are evolving. Instead of generic points-based systems, today’s consumers expect personalised loyalty that speaks to their specific needs and preferences.
Data plays a pivotal role here. Mohamed discusses the importance of understanding each customer’s lifecycle—from the initial awareness stage to the eventual loyalty phase. Advanced data analytics and AI tools enable brands to gain valuable insights, allowing them to reach customers with the right message at the right time. Mohamed also touches on hyper-personalisation, a trend that goes beyond simply addressing a customer by name. Brands now have the capability to make specific product recommendations based on past purchases and user behaviour, creating a more meaningful and tailored experience.
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This article summarises podcast episode 121 “The Future Of Optical Retail With Personalisation” recorded by CX Insider.
Written by Elysia Filaitis