The 2013/09/18 at 13:29
You may well think that in a crisis context, it might be a real challenge to keep a product competitive by making it more eco-responsible on a market thought to be saturated. And yet this is the direction taken by Vision Plus and its eco-responsible offers, where communication and stores are organised around the theme of “wellbeing and naturalness”.
Wellbeing for the client but also the planet, for every offer in the store is associated with a responsible gesture. The brand’s “Green Charter” sets out its environmental objectives. Just take a look at its tree-planting initiative with the help of “Planète Urgence” (one tree planted for every purchase of 2 “Vision & Environnement” lenses), or else the second lease of life offered to used glasses that are redistributed to humanitarian organisations.
In addition, since 2012, Vision Plus has been offering its exclusive ECO range: a comprehensive range of frames of which at least 95 % is manufactured from recycled materials. “Today, people are more aware of the world in which they live. In their own way and at their own rhythm, they strive towards our planet’s wellbeing,” explains Cyril Louis, Vision Plus General Manager. “Vision Plus wishes to follow this eco-responsible approach. We also have a range of ‘Vision & Environnement’ anti-shock lenses made with less water than conventional lenses and that follow commitment to this principle.”
Ever since May 2013, Vision Plus has been further confirming its environmental commitment by offering clients its “Planète Box”: for purchases upwards of 59€, a box-set containing items from eco-responsible brands is available for 1€ extra. Inside can be found treats from partners such as NA! (Nature Addicts), Plaisance Bio and Green is Better.
Founded 31 years ago, this subsidiary of the Krys group sets out to be “fashionable and natural at the same time,” states Cyril Louis. “Our great strength is to be able to adapt ourselves to the local market. In other words, to offer a wide variety of products, brands and prices in spaces that breathe ‘zenitude’. With over 350 stores all over the French territory, all the savoir-faire of our opticians is at the disposal of the masses.”
“We are a cooperative, not a franchise, and our opticians are members. In this capacity, they participate actively in the development of our brand by getting personally involved in defining strategic axes,” points out Cyril Louis. He reports that Vision Plus has “experienced a 3 % rise in market growth in recent years. Results are visible because we have managed to read the expectations of our clients and the needs of our members.”
“Today, while a pair of glasses represents a considerable budget for a household, we can see an awareness of the interests of sustainable development. One of our objectives is to propose to our clients offers that respond to these principles while keeping price ranges competitive with fashionable brands. And our strategy works!”
One big strength of Vision Plus is the youthfulness of its new members. Associated with the expertise of its historic members, these new members will help the brand reach its objective of 400 stores quickly. Inspiring entrepreneurial stories have punctuated the development of Vision Plus. “One of the young people in our last Tour de France publicity team was a recent graduate who told me he wanted to become a Vision Plus member,” confides Cyril Louis. “Three months later, he opened a store in his region. It’s really satisfying to see our vision of optical services adopted by young people who launch themselves as entrepreneurs in this way.”