In 2019, opti will present a new format for the first time: the special opti SHOWCASE area will provide a platform for a particular future-oriented topic – something specific so that the ideas can be implemented directly.

The customer journey will break new ground with all stations ("touchpoints") where customers come into contact with you.

Learn how to perfectly steer the "shopping journey", in the specialist optician store as well as before and after the actual purchase!


  • Hall C4
  • 200 m2 special area
  • Experts, best practice examples, interactive elements
  • For opti visitors only, we show our highlights of the area in the opti SHOWCASE: with the help of the social app, it is very easy to put reviews and pictures of your customers online. In addition, the face recognition app shows the gender and age of your customer before entering the store, which is a perfect conversation preparation.

And for questions? That’s where opti SHOWCASE masters come in: an expert for every subject, ready to chat.


Get detailed information about the single stations and touchpoints. Our guide will meet you again in opti SHOWCASE.

Click through our guide and get an overview of the entire customer journey.

Also, our white paper on the customer journey is at your disposal for the preparation of your opti visit.

And after opti, the white paper will help you with important strategy questions and around every touchpoint.

Touchpoints of the customer journey:


Awaken interest

Advice and best practice on:

  • Spectacular window displays
  • Social media as a sales funnel
  • Company websites as meaningful business cards
  • Efficient public relations
  • Google: live monitoring of your website in relation to positioning, potential and SEP
  • Effective advertising


Using impulse purchases

Advice and best practice on:

  • POS: making shopping into an experience
  • The latest standards in online shops
  • Presentation of goods: turning customers into brand ambassadors
  • Personal coaching for better communication and identification
  • How genuine services turns customers into fans
  • Profitable cross-selling


The company as a whole

Advice and best practice on:

  • Market positioning: how to distinguish your company
  • Corporate design: visual imagery, colour concept, corporate font, logo design
  • Shop architecture and spectacular shop concepts
  • Story marketing: make your story into the story of your customers
  • Long-term product and assortment policy
  • Modern targeting: perfectly precise targeting
  • Performance: transforming customer reactions into measurable success
  • Special: "Heat Map" – haven’t heard of it? You have to see this…




Establish customer loyalty

Advice and best practice on:

  • Perfect newsletter design
  • Community building: the power of the masses
  • Managing events from A-Z
  • Customer care: the new marketing?
  • Social apps: enormous significance of reviews and understanding comments


You don't want to miss anything and would like a fast overview of the opti SHOWCASE? Take part in a guided tour:

  • every 30 minutes
  • no booking necessary
  • alternately in German and in English
  • lead by students of the University Aalen


The opti SHOWCASE is also a topic at the opti FORUM:

  • Saturday (26.01.2019) starting from 4:30 pm
  • Topic: "Digital Transformation"
  • Speaker: Jan Schemuth, managing director of rpc – The Retail Performance Company
  • With a subsequent discussion forum on the customer journey


opti project director Bettina Reiter and Jan Schemuth, managing director of rpc – The Retail Performance Company, explain the customer journey.


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