“OPTOCENTRO IMPRESSES WITH INTERACTIVE STORE IN LISBON”
INTERVIEW WITH RUI MOTTY, CEO AND OPTOMETRIST AT OPTOCENTRO, IN BUSINESS MAGAZINE
A: The strategy we’ve adopted isn’t a closely guarded secret. First and foremost, we strive to be genuine in how we interact with our customers. Because we’re talking about eye health, this relationship must be grounded in technical and scientific expertise, the provision of top-quality products, and, of course, a commitment to sustainability. Technology adapts knowledge and enables more efficient solutions in niche areas of optometry and contact lens practice. We have acquired and developed expertise in progressive posture lenses, fitting techniques for Ortho-k, multifocal, scleral, and cosmetic contact lenses for the correction of congenital or acquired aesthetic abnormalities. Twenty years ago, we created an innovative home-based optometry support service that we call Express Home Vision Care. We have a clinic for fitting ocular prostheses, and as part of a new project, in partnership with a personal and executive development mentor, we’ve launched a coaching and mentoring service for people who are blind or have low vision. But just to be clear! (laughs) we also do all the things that seem simple, like disposable contact lenses and -0.25 glasses.
A: Actually, we’ve moved to a new location. We acquired the space that used to belong to CGD, right next to our old store, with a total area of 720 square meters. It was a unique opportunity—a real privilege! The striking storefront, measuring about 15 square meters and easily visible to passersby, allows us to showcase our best items with greater visibility. It was a project designed around the concepts of sustainability and energy efficiency. We incorporated the essence of circular economy values into the building’s structure by reusing various elements, such as the floor, cabinets, light fixtures, and some air conditioning ducts. As a creative exercise, we challenged our team to produce an art installation. They created flowers with petals made from used lenses. Some of the artworks on display were commissioned on the condition that they showcase the reuse of waste generated in optical shops. We purchased and restored used outdoor chairs—the Lusa chair—and wrought-iron garden benches. We invested in two eco-friendly water systems with built-in centrifugal filters, which reduce water consumption by at least 90%. In addition to the vast collection of eyewear we sell, we’ve innovated by selling used eyewear through our Reframed program, giving old glasses a new lease on life. The open, exposed ceiling gives the space an industrial, informal, modern, and unpretentious feel, much like New York lofts. We’ve enhanced the customer experience by introducing an interactive digital screen with a virtual try-on feature. We offer an educational game experience focused on cleaning the oceans in virtual reality. For children, points earned can be redeemed for credits toward the purchase of lenses. You might be surprised by our assistant Okli, a robot that roams the store, fully immersed in its work. While waiting for their glasses, customers can solve some puzzles projected on a screen.
The technology we’ve acquired to complement our optometry clinic is part of the latest generation of equipment featuring AI, particularly in the qualitative aspect of assessment, aiming to detect and prevent issues. These two criteria are very important, given the responsibility we’ve taken on as agents in promoting visual health. The concept of this space reflects our organization’s culture of diversity, equity, and inclusion, especially when considering some of the social responsibility programs we implement.
3. What are Optocentro’s expectations regarding the market impact of opening this new store? Is this opening part of a broader expansion strategy?
A: Whereas the old store was so small that it was practically invisible from the street—with 95% of our business taking place on the first and second floors—this new location, on the other hand, features an eye-catching façade, lowers barriers to entry for customers, and geographically promotes and highlights the Optocentro brand on one of Lisbon’s most prestigious avenues. We have significantly increased our visibility in the capital. Amid the challenges the world presents, for us, this is a time of consolidation. We have two other stores with great growth potential: the one on Rua da Prata and the one on João XXI, in the CGD building. We will remain attentive to any opportunities that may arise.
A: Our main objective is to align all our business units on a path toward sustainable growth. The public benefit of the range of activities we provide—including both eye care services and optometry—requires a framework of professional responsibility and transparency. We are centering Optocentro’s business development strategy on ESG—focused on people, for people—and seeking to contribute to achieving the European Union’s goal of carbon neutrality by 2050. It was no coincidence that we were founding members of AASO (aaso.pt), the Association for the Support of Sustainability in Optometry.
1. Optocentro has locations in Lisbon, Porto, and Maputo, where it continues to bring the best of optical science and optometry to all its customers. What is Optocentro’s brand identity, and what services does it currently offer?
A: The strategy we’ve adopted isn’t a closely guarded secret. First and foremost, we strive to be genuine in how we interact with our customers. Because we’re talking about eye health, this relationship must be grounded in technical and scientific expertise, the provision of top-quality products, and, of course, a commitment to sustainability. Technology adapts knowledge and enables more efficient solutions in niche areas of optometry and contact lens practice. We have acquired and developed expertise in progressive posture lenses, fitting techniques for Ortho-k, multifocal, scleral, and cosmetic contact lenses for the correction of congenital or acquired aesthetic abnormalities. Twenty years ago, we created an innovative home-based optometry support service that we call Express Home Vision Care. We have a clinic for fitting ocular prostheses, and as part of a new project, in partnership with a personal and executive development mentor, we’ve launched a coaching and mentoring service for people who are blind or have low vision. But just to be clear! (laughs) we also do all the things that seem simple, like disposable contact lenses and -0.25 glasses.
2. They recently opened a new store in Lisbon. How does this store enhance the shopping experience for customers? What are the main technologies that have been incorporated into the new space?
A: Actually, we’ve moved to a new location. We acquired the space that used to belong to CGD, right next to our old store, with a total area of 720 square meters. It was a unique opportunity—a real privilege! The striking storefront, measuring about 15 square meters and easily visible to passersby, allows us to showcase our best items with greater visibility. It was a project designed around the concepts of sustainability and energy efficiency. We incorporated the essence of circular economy values into the building’s structure by reusing various elements, such as the floor, cabinets, light fixtures, and some air conditioning ducts. As a creative exercise, we challenged our team to produce an art installation. They created flowers with petals made from used lenses. Some of the artworks on display were commissioned on the condition that they showcase the reuse of waste generated in optical shops. We purchased and restored used outdoor chairs—the Lusa chair—and wrought-iron garden benches. We invested in two eco-friendly water systems with built-in centrifugal filters, which reduce water consumption by at least 90%. In addition to the vast collection of eyewear we sell, we’ve innovated by selling used eyewear through our Reframed program, giving old glasses a new lease on life. The open, exposed ceiling gives the space an industrial, informal, modern, and unpretentious feel, much like New York lofts. We’ve enhanced the customer experience by introducing an interactive digital screen with a virtual try-on feature. We offer an educational game experience focused on cleaning the oceans in virtual reality. For children, points earned can be redeemed for credits toward the purchase of lenses. You might be surprised by our assistant Okli, a robot that roams the store, fully immersed in its work. While waiting for their glasses, customers can solve some puzzles projected on a screen.
The technology we’ve acquired to complement our optometry clinic is part of the latest generation of equipment featuring AI, particularly in the qualitative aspect of assessment, aiming to detect and prevent issues. These two criteria are very important, given the responsibility we’ve taken on as agents in promoting visual health. The concept of this space reflects our organization’s culture of diversity, equity, and inclusion, especially when considering some of the social responsibility programs we implement.
3. What are Optocentro’s expectations regarding the market impact of opening this new store? Is this opening part of a broader expansion strategy?
A: Whereas the old store was so small that it was practically invisible from the street—with 95% of our business taking place on the first and second floors—this new location, on the other hand, features an eye-catching façade, lowers barriers to entry for customers, and geographically promotes and highlights the Optocentro brand on one of Lisbon’s most prestigious avenues. We have significantly increased our visibility in the capital. Amid the challenges the world presents, for us, this is a time of consolidation. We have two other stores with great growth potential: the one on Rua da Prata and the one on João XXI, in the CGD building. We will remain attentive to any opportunities that may arise.
4. What are Optocentro’s goals and future strategy for maintaining its position as a leader in the industry? What new developments can your customers and partners expect in the coming years?
A: Our main objective is to align all our business units on a path toward sustainable growth. The public benefit of the range of activities we provide—including both eye care services and optometry—requires a framework of professional responsibility and transparency. We are centering Optocentro’s business development strategy on ESG—focused on people, for people—and seeking to contribute to achieving the European Union’s goal of carbon neutrality by 2050. It was no coincidence that we were founding members of AASO (aaso.pt), the Association for the Support of Sustainability in Optometry.
