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Staging of the ZEISS Customer Journey for OpticiansWeil der Stadt, )
With “My vision profile” from ZEISS, web-savvy consumers can create their own personal vision profile even before they visit an optician. In turn, the optician can scan a generated QR code into ZEISS VISUCONSULT 500, and then immediately begin advising their customer. At the end of their “journey”, the customer returns home, happy to have been fitted with perfectly adjusted and tuned glasses.
Whereby last year ZEISS focused on the customer experience in staging the trade fair, this year the company took a big step forward with this complete customer journey. It was presented to visitors at the 2019 opti by means of a multi-stage product staging.
In the first level, the different phases of the customer journey were presented with a sequence of products and services in the customer application. Throughout the day, a multimedia installation on the 13 x 4 metre LED wall behind it provided information on current topics and aspects as well as historical references to ZEISS.
In order to make the story more emotional, a dance production was performed several times a day on an intermediate catwalk, which was synchronized with the corresponding customer journey presentation. The numerous visitors could enjoy the spectacle on the loosely arranged seating or from the grandstand.
The entire trade fair presentation was technically planned and realised by KECK in just a few weeks’ time. Everything was completed after an extremely short set-up period of just three-and-a-half days.
And the vigorous work, including the coordination of the most diverse trades and craftsmen, has paid off: According to ZEISS, the new product staging was an incredible success – expedient for other events as well.
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