An architect designed new ZEISS Vision Centre by Sigo Eyecare will open this December in Westfield Booragoon, a major regional shopping centre in Perth, Western Australia (WA).
The “one-of-a-kind, holistic concept” is owned and operated by Martin Feng, an entrepreneur who has multiple businesses across sectors, including two Sigo Eyecare practices in WA.
ZEISS has no ownership, yet this concept store enables me to leverage the brand and access the tools and processes to provide a superior patient experience
Having recognised the success of this concept in over 200 locations globally, Mr Feng said it was an easy decision to open a ZEISS Vision Centre.
“Being able to leverage the ZEISS brand and open a practice with the latest in ZEISS technology and consumer experience is a privilege” he said. “ZEISS has no ownership, yet this concept store enables me to leverage the brand and access the tools and processes to provide a superior patient experience”.
Gail Giordani, Head of ZEISS Vision Care Australia and New Zealand explained that the ZEISS partner program enables independent eye care professionals to invest in the Vision Centre concept which leverages the ZEISS brand recognition to elevate and differentiate themselves in a competitive market. The concept also provides access to exclusive marketing content, customised support, staff education, and a global Vision Centre community of like-minded business owners to engage with and share learnings.
Technology for Seamless Experience
Every ZEISS Vision Centre is individually designed with and for the independent owner and local market demographic, yet still has the ZEISS look and feel. High-tech instruments, on-trend frames and a carefully designed consultation concept aim to provide patients with a smooth, seamless shopping experience.
The ZEISS Vision Centre by Sigo Eyecare, for example, incorporates ‘My Vision Experience by ZEISS’, a nine-step process to ensure every visitor to the store can find the lens that’s right for them. This examination and consultation concept identifies customers’ vision needs on an individual basis. At the end of the My Vision Experience by ZEISS, the consumer will have invested as much time in eye examinations and lens consultations as they have in selecting the frames. This not only allows Mr Feng’s team to find the right lenses but also helps those they are assisting make the right decision.
High-tech instruments installed in Mr Feng’s practice include the ZEISS i.Profiler plus, which uses wavefront technology to perform an objective vision test and creates a ‘map’ of each eye within 60 seconds – revealing even the smallest visual defects. This technology also enables the team to offer ZEISS i.Scription lenses which provide precision optics of 1/100th of a diopter.
The ZEISS Visufit 1000 platform is another example of the instruments installed to enhance patient experiences and outcomes. With nine cameras it creates a 3D image of the face, or an avatar, which can first be used to adjust the lenses. The avatar can also be used to try on frames in the digital space – which consumers can also do back at home. When consumers decide to buy a pair of sunglasses, for example, they can look at the avatar directly to see which colour would be most suitable or whether they would like photochromic lenses.