opti SHOWCASE 2020: Company positioning

For the second time in a row, the opti SHOWCASE presented itself as a platform with high practical relevance.

Here, trade visitors got ideas and specific tips to help them develop their company. The opti SHOWCASE 2020 revolved around a particularly exciting and incredibly important topic: company positioning.

You have any questions?

  • How does company positioning succeed?

opti SHOWCASE 2020 highlights revealed topic and picks up questions of practical relevance:

  • What makes me special?
  • Which strengths can I impress my customers with?
  • How can I align my business "look & feel" wiht my positioning?

We have the answers!

  • 200 m2 special area

With best practice examples and interactive elements experts showed you how to:

  • Test your own status
  • Recognise your positioning
  • Hone your profile

In 2020 opticians received intensive advice on their market positioning at the opti SHOWCASE. With the help of virtual reality, they were able to find out which type of optician best suits them: Traditionalist, Fashionista or Medical Chief.


Three steps to a successful company positioning

Step 1: Testing status

Experience virtual reality

  • Take a virtual walk through the real shops of three optometrists
  • Watch interviews and short films
  • Enter a quiz and find out, which of the three optometrist types you are

  • Competent assistance from Aalen University students
  • Enjoy the state-of-the-art "Oculus Quest" VR glasses

Step 2: Identify position

Defining the type of optometrist

Traditionalist: Traditional retail shop with regular customers

Medical Chief: Focus on ophthalmological problems

Fashionista: Focus on fashion, design & independent labels

  • Who is your target group?
  • How does your shop look like?
  • How do you advertise?

Step 3: Honing profile

Accurate advice for your type

  • Best-practice examples and specialists for more detailed questions
  • Specific tips on actual implementation
  • Advice on the key topics of marketing, shopfitting and consultation

  • For more: lectures of experts from the Rodenstock Academy

Three companies, three positions

On your virtual walk you'll meet

  • Michael Högl
  • of Optik Högl (Munich)

The traditional optician has existed for several generations. The personality of the customer, a detailed advice (including refraction) and the craftsmanship are in the focus. There is no "one size fits all" mentality. He makes use of a broad marketing mix.


On your virtual walk you'll meet

  • Herbert Huber
  • of Huber Optik (Grafing)

The Medical Chief focuses on eye health and is an expert when it comes to the innovative, functional products available on the market.

Their product range is geared towards solving ophthalmological problems.


On your virtual walk you'll meet

  • Dieter Funk
  • of FUNK Optik (Munich/Kinsau)

The Fashionistas' area of expertise is fashion and design. They win over their mostly urban customer base with independent labels and storytelling.

They often rely on social media to promote their products.


In 2019, opti presented a new format for the first time: the special opti SHOWCASE area. It started of with the particular future-oriented topic "Customer Journey".


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