Multiópticas

• The company raised the challenge of changing the consumer dynamics in 2005, adding a new motivation to the health need: to convert glasses into just another fashion accessory.
   
• To achieve this goal they faced a major challenge: breaking down the price barrier. For this, the firm designs and produces a new product line (mó), which offers design and aesthetics at an affordable price.
   
• More specifically, they sought to reduce the turnover consumption rate from 4 years to 12 months. 

On an internal level, the cooperative business model of Multiópticas, in which each optician’s belongs to the group, provides advantages on all levels: it ensures a widespread geographic presence and market share for the brand, and it allows the members to manage their business with complete freedom while benefiting from key services such as marketing, own product, training, etc.

• The investment in marketing and the presence on the social media have helped to consolidate the group’s image. It was therefore of vital importance that the client should receive the inputs corresponding to the company’s global image in their usual establishment.
   
• With a majority of the cooperative mainly focused on eye testing, it was necessary to continue to provide the managers of the establishments and their teams with management skills. The objective was for them to continue to be aligned with the evolution of the market to be able to continue to foster the change in consumer dynamics on which the cooperative was focusing. 
   

With the aim of continuing to consolidate its corporate culture and to foster the evolution of consumer habits, Multiópticas and the Institute of Lifelong Learning of the University of Barcelona jointly designed and deployed the Programme “Mó sales: a model with which everyone wins”, the objective of which was to continue to contribute to the professionalization of the business management of each of the members, strengthening the management skills that they already had.

• It is organized in two modules: the first one is designed to position the optical entrepreneur in the reality of the current-day market, going deeper into the “mó” model proposed by Multiópticas. The second one is focused on the new channels and tools available to them to attract clients and develop their loyalty.
   
• The professionalization programme is offered to the members in an online format so as to assure complete flexibility on taking it and to save on the travel and maintenance expenses that a face-to-face proposal would entail. 
   

• The “mó” line has currently established itself as one of the most widely sold brands on the market. If buying glasses used to be something necessary, at present Multiópticas has succeeded in making it a positive experience, creating a new habitat among consumers.
   
• The members apply tools to their daily activity which allow them to improve the performance of their businesses.
   
• As part of the programme’s activities, geographically distant members of the cooperative can now exchange views and experiences on tutored debating forums, allowing them to apply good practices in their establishment which are already giving results in other centres.