Rosin Eyecare is one of several ECPs involved in beta-testing a new omnichannel digital solution being developed by Luxottica.
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NEW YORK—Working with its own IT experts, its e-commerce teams, the fulfillment capabilities of Glasses.com and the input of a group of ECP advisors, executives at Luxottica Wholesale, a division of Luxottica Group (NYSE:LUX) are readying a new digital omni-channel solution which they say will be brought first to independent eyecare professionals in North America in 2016, VMail has learned.

The digital solution, according to Holly Rush, president of Luxottica Wholesale USA, will be an “open digital platform,” and open access to the market, regardless of practice size or affiliation, for both Luxottica and non-Luxottica customers. It is being formulated based on the input from a diverse range of ECPs who are participating in an Industry Consultancy Panel to help guide and shape the offering. The panel was first announced by Luxottica in 2014, as reported and the group has been meeting regularly to exchange input since that time.

The new platform, called, as of now, Optoshop, will be controlled by the ECPs who choose to use it, determining which collections (including Luxottica as well as non-Luxottica brands) of premium frames are to be included, the retail price points they will use and other functionalities.

Noted Rush, “This is a project that is still taking shape. We worked with a cross-functional task force to develop ideas and give ECPs the flexibility they told us they needed in this arena. Patients are consumers today. And ECPs are looking for viable solutions, to create a point of continuity for the practice.” She added, “This is really not an ‘online play.’ But this is a way to digitally enable the independent and extend their practice online. It will offer the ability to improve conversion and connectivity to their patients and customers.”

Lukas Ruecker, president of EyeMed Vision Care, another division of Luxottica, has also been among those involved in the development, as, he explained, the new solution “will enable patients to use their vision benefits online, which we have found has been a huge obstacle to other such efforts in the past. We also have been initiating conversations with other managed vision care companies in this regard, in order, down the road, to create a wide and open platform.”

Another dimension of the Optoshop program is to create a shared infrastructure with Luxottica’s Glasses.com lab and fulfillment/distribution center, executives said. ECPs taking part will have their own dedicated team managing the back end of the digital system for them. Noted Ruecker, “We believe it’s possible to create a goal of a 24-hour turnaround on a high quality complete pair of frames and lenses.”

Rush emphasized that the input of ECPs on the advisory panel has been to create a solution with customizable elements on pricing, assortment, online promotions for the patient and a seamless experience for Rx, benefits utilization in an affordable cost-efficient way. The solution, now being beta-tested with a handful of ECPs around the country, will feature a simple content management system and the ability to educate patients about eye health and other premium eyewear elements, such as lens types and treatments.

Executives would not pinpoint a timetable on the next phase of the release of Optoshop, but told VMail it will be likely introduced in a broader way in 2016.