CLEARLY: ORGANIZING FOR OMNICHANNEL RETAILING

CONTEXT

Clearly, founded by Roger Hardy as Coastal Contacts, is a leading online products company
set to participate in MIDO, an eyewear show organized in Paris. The CEO Hessel wants to
position the company in 3 ways during the trade: As a fashion statement, as a design
powerhouse and as a better experience for customers. The market of optical products is
considered to be growing as there was an increase in the number of eye problems as well as
the increasing popularity of spectacles and contact lenses as fashion statements. Regardless
of the growing scope of customer acquisition, the online channel for optics had a low
customer penetration rate of 3.6% ($120.8 Billion in revenue) in 2016 and was forecast to
grow at the rate of 3-4% for the next 5 years.

The market for optical products in Canada generated revenue of $4.7 billion and was
expected to grow at a rate of 4% per annum for the next 5 years. The sales through online
channels were low (6% of online sales). This can be attributed to the large geographical size
of Canada, the sparse population made distribution costly. The market share of optics was
dominated by independent Eye Care Specialists (50% market share). This reason for their
dominance was attributed to their relationship with customers their ability to adapt better
to technology and lower staff turnover. Competitors for Independent ECPs included
Corporate owned retail channels which had their own ECPs and mass merchandisers.

Clearly

A market leader in optics products, Clearly was founded by Roger Hardy. The company
throughout the years competed fiercely with Independence ECPs. Hassel was appointed as
the CEO after Essilor acquired Clearly. The company opened 3 inventory only showrooms
during the year 2013. These stores also helped in building a brand as a digitally forward
company. Hassel focused on building its relationship with the ECPs and introduced a shared
value model. This model had three components including linking of ECPs with Clearly’s
customer database, providing ECPs access to innovation in optical technology and lastly
providing turnkey solutions to individual ECPs.

PROBLEM STATEMENT

How can Clearly efficiently collaborate with the independent ECPs and take advantage of
their presence in offline channels to increase their customer base?

FRAMEWORK