Natural Optics Group

“For months we have only talked about Covid. Unfortunately, the impact of this virus on our lives, jobs, businesses and economy is undeniable and, without a doubt, it is conditioning all social, recreational, sporting, academic, … and, of course, economic activity.”

However, while we cannot shirk our individual and collective responsibility to prevent its spread, definitively eradicating the virus is not within our control. Nevertheless, the continuity of our business projects and the improvement of our companies’ competitiveness do depend on the decisions being made right now, and that, indeed, is the responsibility of those of us in management positions.

With the series we are launching today, we wanted to contribute to giving greater visibility to the projects being developed from our headquarters, true success stories of entrepreneurship, innovation, creativity or proactivity, which demonstrate the great value contribution of our organizational and business model.”

Introduction by Jordi Costa i Argelaguet President of ANCECO

Digital transformation as a challenge

The concept of “digital transformation” refers to the integration of new technologies in the different areas of a company or business. The objective of this process is to optimize their operating systems and sales processes, as well as improve their competitiveness and customer service.

Opticians have always been known for the value of prescriptions provided by professional optometrists, who, through eye exams, diagnose vision problems and recommend the most appropriate solution (glasses or contact lenses). These professionals also play a role in preventing vision and/or hearing problems. This personalized service has traditionally been offered exclusively in person. This fact, along with current health regulations, is slowing its shift to digital channels, which in other sectors are already beginning to represent a significant market share.

However, consumers are increasingly digital and tech-savvy, and at the same time have access to more information about products and services, and even about potential health conditions. For this reason, merging the user experience across online and offline environments—what we call omnichannel—and being present and showcasing products and services on the channels where consumers are (Internet, mobile, apps, voice assistants) become key.

There is no doubt that this evolution is increasingly necessary, even for sectors that have been protected until now, such as optics. However, as in any other sector, digital transformation affects all areas of the business and requires knowledge, strategy, and resources (technological, human, and financial). Therefore, the support of the Head Office is essential for its member opticians on this digital journey.