Nils Vortmann Mister Spex

We are in a special situation, nearly as in B2B, since we only have customers that have a central customer account with the corresponding data. Because of this, and with the spirit of a Berlin grow-up, we simply try things out when we see potential. On the other hand, we make data-driven decisions, such as where to open a store.

You need local relevance and you need to add value to the customers’ journeys where your customers are. For us, this clearly entails the provision of optician expertise offline. When many retailers do that at one place, not only customers benefit, but also city centers.

That’s exactly how we operate on the shop floor – as an alternative to the impersonal online world. To this end, we have taken aside our USP – simple and fast access to glasses for all customers – and have put the in-store team culture into focus instead.

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