Nikon’s dual launch

Nikon Optical launched two new products at 100% Optical earlier this year, including a new single vision lens into its Z series and the Vision Atelier suite, designed to support the patient journey in practice.

Speaking to OT during the three-day show, which took place at Excel London (28 February–2 March), Amy Baig, head of product, education and professional services at Nikon Optical UK, described the company’s new Z series single vision lens as an upgrade to its surface lens product, and said it enables “improved contrast and fine detail.”

Baig explained: “It’s the first time that technology has been used to actually assess the contrast of a spectacle lens and how the natural features of power, curvature and aberration reduce the contrast for the wearer.”

She told OT that by utilising methodology that is used by the imaging side of the Nikon business, “we are able to then optimise the lens surface and ensure that we can produce a lens that provides better contrast, so finer detail for people particularly in dim light conditions.”

Baig also highlighted Nikon’s newly-launched Vision Atelier suite, describing it as “a series of a customer journeys” that is designed to support patients at each stage of the dispensing process.

Vision Atelier guides patients through each step of their eyewear journey, including the initial consultation, lens selection, styling and measurements. It is designed to support conversion, multi-pair and average order value recommendations and allow patients to experience different lens options before they buy.

“The patient can effectively design their own vision,” Baig said.

Baig shared: “There is a dispensing desk where the practitioner would sit down with the patient and take them through all of the symptoms that they potentially have and show them what the lens solutions would be.”

Through the digital platform, patients can experience their prescription with different lens designs, helping them to understand how each option would perform.

“The patient would go through actually trying the prescription with different lens designs so that they understand what their lenses could look like in the real world,” Baig added.

The final step includes going through a styling process that allows the patient to try the different tints the different transitions options and other polarised and sunwear options, before they go onto the measuring facility to make sure the lenses are positioned accurately.

“It’s every step of the lens journey, tried and tested and experienced before the patient makes the decision,” Baig said.

She explained that Vision Atelier allows practitioners to “support the customer in really educating and understanding and making informed choices.”

Bauge said Vision Atelier “elevates the expertise of the optician because they are able to help to explain the product with that touch and feel solution.”

“We’re actually talking about the journey and selling vision rather than a pair of specs,” she added.