‘Buy local’ support from Silhouette

Eyewear manufacturer Silhouette UK has launched a ‘Buy local’ initiative that aims to support independent opticians and offer the consumer “more versatile shopping options.”

Designed to better cater for the consumers’ changing digital expectations and habits, the click and collect service is available via silhouette.com and allows customers to select and try on frames using virtual try-on technology. The customer can then arrange an appointment at their chosen opticians for a one-to-one consultation.

Using the service, customers can place up to three pairs of glasses in their click and collect basket online, which will be delivered free of charge to their selected opticians.

Discussing the initiative, CSO of Silhouette International, Christian Ender, said: “To offer our customers the best possible service and to connect our Silhouette online community to local brick-and-mortar practices, there needs to be a seamless transition between the online and offline customer experience.

“As things stand, however, despite increasing digitalisation, end consumers tend to experience them as two separate worlds. The main aim of the ‘Buy local’ initiative is to support our independent British partners and offer customers more versatile shopping options.”