OPSM Partners With SapientNitro To Launch Digital Store In Sydney

OPSM Partners With SapientNitro To Launch Digital Store In Sydney

Optical retailer OPSM has partnered with marketing and consultancy company SapientNitro to launch its first digitally enabled concept store at Macquarie Centre Sydney with other concept stores expected to roll out nationally in 2015.

The new in-store model uses digital technology to help achieve the OPSM goal of delivering the world’s best customer experience in the optical category. The first generation of the prototype store consists of a GetSet check-in kiosk and Digital Dashboard. The GetSet check-in kiosk is designed to help customers orient themselves once instore, manage queues and enable customers to have a quick overview of the services and offerings in-store, making the experience more personable even though the customer self-manages the process.

The first iteration of digital dashboard displays will be used to drive incremental foot traffic in-store by showing available eye test appointment times in real time, as well as displaying in-store promotions. It will also contain other branded content such as a list of optometrists working in store, the latest styles, and opening hours. The second generation of the dashboard will enable customers to book eye test appointments directly through the dashboard.

OPSM with the SapientNitro team will focus on validating the initial hypotheses and watching real life consumers interact with the new in-store experience to define the scope for the next iteration. The team will also focus on testing what type of content best builds the OPSM experience and redefine the new store experience and identify future digital opportunities for today’s time poor consumer.

This is the first time SapientNitro’s proprietary IONOS Management Application has been used in Australia. IONOS is a cloud-based solution that allows content to be managed across multiple digital touch points in venues such as airports, shopping centres and retail stores. It enables OPSM to manage their digital signage deployment from a single web-accessible console, including managing digital display content, managing devices, and scheduling the advertising elements of the digital displays.

Elizabeth Arnold, director, omnichannel customer experience said, “We’re delighted with the new concept store and seeing how digital has become a key part of that experience. SapientNitro’s collaborative and iterative approach has helped us deliver a really great experience against a rapid rollout and tight timeline. This is a key step for realising our omnichannel vision by defining and implementing a set of digital experiences that will redefine how OPSM interacts with our customers across all of our stores in Australia and New Zealand.”

SapientNitro’s managing director Australia Marcos Kurowski added, “Too much in-store technology spend is currently being wasted on gimmicky solutions that don’t scale. We are excited to be able to bring our unique blend of creative and technical imagination and agile prototyping approach to help OPSM build and optimise their retail environment to become the benchmark amongst Australasian retailers. This project has allowed us to bring to bear our key skills and strengths in omnichannel retail. On the back of relaunching OPSM’s brand online and adding ecommerce capabilities to their website, it’s great to be able to bring a more deeply engaging customer experience to the retail environment.”




Latest News

Albo Responds To Meta: “Not the Australian way”
  • Media

Albo Responds To Meta: “Not the Australian way”

Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News
  • Media
  • Technology

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News

The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]

FIVEAA Unveils Refreshed Brand Identity
  • Media

FIVEAA Unveils Refreshed Brand Identity

NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]

Fabulate Wins Big At AiMCO Awards
  • Marketing

Fabulate Wins Big At AiMCO Awards

Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10
  • Media

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10

Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]