Sales Point

Çengelköy Cadde Optik

Posted on by Emre Özden

ÇENGELKÖY CADDE OPTİK
Attentive and Innovative

The 11th edition of Silmo Istanbul is an important milestone for the growth and development of the Turkish optical industry.

Hello Ms. Aslı. Could you tell us about yourself and your story of meeting the optical industry?

Hello, I am Aslı Akyol. My story in the optical industry started with my choice of Opticianry at university. I realized the importance of eye health and how glasses can improve people’s quality of life. After graduating from university, I had the opportunity to work in an old and well-established optical store for many years. Here I undertook various tasks such as assembling glasses, customer consultancy and interpreting eye examination results. Then I decided to continue my career in the optical sector by opening my own store. We opened Çengelköy Cadde Optik in November 2023.

How did you decide to open your store? Could you tell us about the establishment phase?

The decision to open our store was made because I aim to improve people’s vision experience and bring an innovative perspective to the optical retail industry. During the establishment process, we created a detailed planning and strategy to realize this vision. I also took steps to offer a unique customer experience by collaborating with leading suppliers in the sector.

What do you pay attention to when determining the products you sell in your store?

In our store, where we adopt the principle of keeping customer satisfaction at the highest level, we act carefully when choosing the brands of optics and sunglasses. We carry a variety of brands so that our customers can choose from a wide range of products that appeal to a variety of styles and needs. The product portfolio of our store was determined as a result of meticulous segmentation and market analysis. We offer high quality products to our customers through strategic collaborations with well-known and trusted brands in the sector, especially in the field of frames.

What role do you think the window layout and interior design of an optical store play in sales?

The window layout and interior design of an optical store play a very important role in sales because these elements are used to attract customers’ interest in the store, strengthen the brand image and improve the shopping experience. We created the design of our store in the light of these ideas. We would like to state that we are very lucky in this regard because our father was our biggest supporter in the creation of the design of our store. We would like to thank our father, the architect of our decor, once again through you for sharing all the meticulousness of his profession with us. Our main goal is to make every customer feel at home in a cozy and comfortable space.

Do you organize events or special campaigns to increase customer satisfaction?

We aim to increase the satisfaction of our regular customers and encourage them by offering special discounts, gifts or advantages to our customers. We organize special events in our store to celebrate occasions such as new product launches, seasonal sales or special occasions. At these events, we aim to increase customer satisfaction by offering them special discounts, gift vouchers or trial opportunities

Could you tell us about your after sales support services?

We offer free service and repair services for purchased products during the warranty period. In case of any malfunction or problem with the products, our customers can come to our store and benefit from free repair or replacement services. We also adopt an environmentally friendly approach by offering our customers the opportunity to bring back and renew their old products. In this way, our customers can recycle or refurbish their old products in a convenient way.

How would you evaluate the 11th Silmo Istanbul Optical Fair, which will be held for the 11th time with its new and larger service area?

The 11th edition of Silmo Istanbul Optical Fair is an important milestone for the growth and development of the Turkish optical industry. This fair brings together the leading brands and professionals of the international optical industry, providing an opportunity to showcase the latest trends and technologies in the industry. The exhibition offers industry professionals the opportunity to make new business contacts, discover new products and share industry knowledge. It also creates a valuable platform to see the innovations and developments in the optical industry in Turkey. We expect Silmo Istanbul Optics Fair to increase its impact in the sector in the coming years, reinforcing Turkey’s leading position in the optical industry and contributing to the growth of the sector.

Thank you very much for this valuable interview. Finally, could you tell us about the transition of our magazine 4 your eyes to digital publishing?

We believe that your transition to digital publishing will enable the content to reach a wider audience and provide readers with easier access. In addition, innovative features such as interactive content, video content and user interaction can offer readers a richer experience. Thank you for this opportunity and we wish your team success.

 November 2024

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Lotus Optik

Posted on by Emre Özden

LOTUS OPTİK
In Pursuit of Quality

Silmo Istanbul inspires us by bringing together innovations in the sector and guides us to provide a better service to customers.

Hello… Could you briefly introduce yourself to our readers and tell us about how your path met with the sector?

Tuğba Doğan: Hello, I was born in Tokat in 1985. My husband and I graduated from Ege University Opticianry Department with a degree. Immediately after our graduation, I started working in a retail optical store in Şişli district of Istanbul in 2005. After 6 years of gaining a good professional experience in Istanbul, we got married and I changed cities. I continued my professional life in the city where I settled. After I had twin children, I quit my job. In 2019, we opened our first store in Antalya and immediately after that we opened our second branch in Edirne in the same year. In 2021, we opened our third branch in Istanbul and we aim to grow even more over the years with our boutique retailing system.

Onur Doğan: Hello, I was born in Artvin in 1984. As my wife mentioned, we graduated from Ege University Opticianry Department. I started my retailing life in Antalya.

What is the foundation story of Lotus Optik?

Shortly after opening our first store with my wife in Antalya in 2019, we brought our second store to our customers in Edirne. In 2021, we opened our third store in Istanbul Kanyon Shopping Mall. We have a boutique retail approach from the very beginning and we aim to grow even more with this approach. Our store was specially designed by successful interior architects and furniture decoration companies. We have created a valuable boutique product portfolio by realizing our desire to work with the world’s leading optical and sunglasses brands. We accept our customers as members of our own family with our goal of preserving the sincere and artisanal understanding that is disappearing in our country.

We understand that you open your stores in different cities. What were the factors you considered while choosing these locations?

When choosing the location of our stores, of course, we pay attention to being a lively place. We differentiate ourselves from the nearby chain stores by displaying different brands and offering a superior service to our customers. We think that being a company that does its job properly, attaches importance to store decoration, and can provide good service to its customers with its knowledge should always be your most basic value.

What are the most sold optical and sunglasses brands in your stores?

We can say that brands such as Tavat, Mykita, L.G.R, Saint Laurent, Prada, Miu Miu, Tom Ford in sunglasses, and Lunor, Tom Ford, Linderberg and Silhouette in optical glasses stand out in our sales.

We know that you pay attention to product diversity in your stores. How does having different product segments affect your sales?

As you said, we take the utmost care to include products from every segment. For this reason, you can easily come across every segment product in our stores. Because as Lotus Optik, we are aware that appealing to different customer needs by offering a wide range of products has important advantages in terms of both gaining customer satisfaction and positive reflections on our sales.

What are your after sales services?

After-sales service is as important as sales for us. We continue to support our customers after sales as well. In addition to our spare parts support, we also offer services for the repair and maintenance of broken eyeglass frames, even if they did not buy them from us.

How do you inform your customers about the changes and campaigns in your stores?

As Lotus Optik, we mainly announce the changes and campaigns in our store to our customers via social media. Because with the transition to the digital age, we are aware that social media is a powerful and effective communication platform when used correctly.

As someone who does not avoid investing in the aesthetic and stylish appearance of your stores, what do you think the interior and exterior design of an optical store contributes to your business?

We try to display every product that is wanted, desired to be seen, and wondered. We organize our shelves in such a way that our guests can easily try and leave them. Thus, we ensure that they can easily access the products they like and make comfortable and enjoyable shopping. Since we have this understanding, we believe that in order to offer all these elements to our customers, it is necessary to use aesthetic, highly visible and at the same time functional design elements in the store.

As a retailer, what are your views on the price competition between you and your colleagues?

Considering the sales prices recommended by the companies, we are in favor of providing quality service without reducing the value of the products in market conditions. We see that the prices of glasses offered for sale especially on the internet are quite different. We believe that a product should be sold according to its value. The factor that distinguishes us from our competitors is our service quality.

Is the sales and training information provided within the sector sufficient? How do you improve yourself and your employees about sectoral innovations?

We actively use various online resources and industry information to understand the developments in the sector. We also ask our authorized friends from optical glass companies to visit our store periodically and make presentations about glass technologies. In this way, we keep our knowledge fresh and acquire new technological information.

At this point, do you also follow the optical fairs held abroad in order to be informed about sectoral developments?

We participate in almost all fairs. We closely follow every new development. We see sectoral developments, technological innovations, trends, the latest collections of world brands and all innovations through these fairs and we get excited about our profession.

How would you evaluate Silmo Istanbul Optical Fair, which will be held for the 11th time with its new and larger service area?

Silmo Istanbul Optical Fair is growing with more and more exhibitors every year.  The fair inspires us by bringing together the innovations in the sector and guides us to provide a better service to our customers. When we look at the path Silmo Istanbul has traveled in the last 10 years, we are even more excited for the upcoming fairs.

Thank you very much for this exclusive interview. Finally, could we learn your comments on the transition of our magazine 4 your eyes to digital publishing?

As Lotus Optik, we would like to thank you for featuring us in 4 your eyes. Digital media has become a part of our lives regardless of age. For this reason, we support your digital presence in order to reach faster and wider audiences and wish you continued success.

 October 2024

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Elay Optik

Posted on by Emre Özden

ELAY OPTİK
Development Oriented

Silmo Istanbul, which we look forward to every year with great excitement, is a very important organization for us to come together with our colleagues and follow the sector.

Hello Ms. Elif. First of all, could you introduce yourself a little and tell us about how you started in the optical sector?

Hello, I was born in Bursa in 1999. I graduated from health vocational high school as a nurse in 2017. After working as an operating room nurse in the private sector for a while, I resigned and took the university exam and won the Bilgi University Opticianry department in 2019. I graduated two years later and started working as an intern in a store in Bursa. I learned the job in a very short time with the responsibilities given by my boss and colleagues. I would like to thank my boss Ergün Karaçanak, President of the Turkish Optician-Glasses Association, and his colleagues for teaching me our profession in the most accurate way and for their support.

When did you open Elay Optik? Could you briefly talk about the establishment story of your store?

We opened our first store, Elay Optik, in Nilüfer district of Bursa towards the end of 2022. The location of our store is on a busy street and close to the hospital. In our store, the most important point we have attached importance to since the installation phase has been that our customers feel safe, feel in a friendly environment and receive quality service.

What are the most sold optical and sunglasses brands in your store?

It is not an appropriate approach for us to make a distinction between the most sold brands in our store. Due to our location, we aim to reach the model and brand that is suitable for every budget, suitable for the person’s daily life, suitable for their own style, suitable for their face and comfortable, regardless of the brand. Therefore, we try to offer a wide range of lenses, contact lenses, optical frames and sunglasses.

Designer brands are very popular in recent years. Do you also receive such requests from your customers?

Yes, we also receive requests in this direction. Nowadays, designer brands have become quite popular. We try to keep design-oriented brands in our store as much as we can according to the demands of our customers.

What are your after sales services?

As a company, we always value after-sales service and work completely customer satisfaction-oriented. Regardless of the product our customers buy, we offer all necessary services such as replacement and repair in case of damage.

Do you think the sales and training information provided within the sector is sufficient?

Frankly speaking, we do not find sectoral trainings sufficient. For this reason, we take care to closely follow the innovations in the optical sector. In this context, we constantly improve ourselves by participating in various online trainings and events.

Street stores or being located in a shopping mall? What is your preference and what are the reasons?

Our preference is of course the high street stores. Due to its location, our store is in a situation where everyone can easily reach by public transportation or personal vehicles without parking problems. Our aim is to create our own customer base and take our growth steps.

As one of the retailers, what are your views on the price competition between you and your colleagues?

As in every sector, price competition has an important place in the optical sector. As Elay Optik, we manage this situation by making a difference in our pre and after sales services. We ensure that our customers have a pleasant shopping experience by providing quality service.

Do you follow international optical fairs and sectoral developments abroad?

Yes, we follow and research the optical fairs organized abroad, especially on social media. In this way, we have the opportunity to see many different brands and models. It enables us to always offer the most up-to-date and trendy products to our customers. It is among our plans to participate in international fairs in the future.

How would you evaluate the Silmo Istanbul Optical Fair, which will be held for the 11th time with its new and larger service area?

I think Silmo Istanbul Optical Fair is a very important organization for our industry. Silmo Istanbul offers us the opportunity to come together with many of our colleagues and exchange ideas and closely examine innovations on behalf of our industry. We follow it with great excitement every year and try to visit it.

Thank you very much for this precious interview. What are your thoughts about our magazine 4 your eyes, which has switched to digital publication for the last two years?

First of all, as Elay Optik family, thank you for including us in your magazine. We believe that 4 your eyes magazine is much more beneficial to be published digitally in terms of reaching more colleagues and renewing itself, and we follow each issue closely. Thank you for your contributions and efforts to our profession.

 September 2024

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Alsun Optik

Posted on by Burcu Yıldız

ALSUN OPTİK
Follows the Trends

I think that Silmo Istanbul has made a great contribution in terms of raising awareness in the sector and the growth of the sector by bringing together all segments of suppliers, retailers and employees.

Hello Mr. Ufuk. First of all, could you introduce yourself a little bit and tell us about how your path crossed with the optical sector?

Hello Mr. Ufuk. I was born in 2000 in Alanya. I completed my primary, secondary and high school education at TED Alanya College and Yaşam Tasarım Educational Institution. I graduated as an Optician from Mekteb-i Tıbbiye-i Şahane, the most established university in the health sector in Turkey, the current name of the University of Health Sciences. Since I had a dream of product marketing and branding since a young age, I decided to operate in this sector. Another factor is that my family serves in the health sector and sunglasses are a necessity in our region, especially in summer. Since the optical sector goes in parallel with sectors such as fashion and magazine, the opportunity to offer imported brands excited me even more. I entered this sector to improve myself in this field and to serve our country and the region we live in.

Could you tell us about the establishment phase of Alsun Optik?

In 2021, after graduating, I started working in a corporate optical company in order to develop myself in this sector and experience the big city spirit and corporate identity. In this process, I had the opportunity to improve myself by receiving many trainings such as glass companies, frame companies, contact lenses and product marketing, product support. As a result of these trainings, I first worked as a senior optician and then as an assistant manager in the company I worked for in a short time. As a result of my experiences and observations in this process, I provided the same service to our customers in our Alanya.

What are the most popular brands of optical and sunglasses sold in your store?

There are many imported and domestic collections in parallel with fashion in our store. In addition to this, we provide service by combining the brands that have been in fashion in recent years, which our guests frequently demand, with technology. The brands we sell the most in sunglasses and optical glasses are popular brands such as Prada, Miu Miu, Burberry, Kilian. I can say that having a product option for every taste and style is very important for us both in terms of customer satisfaction and to increase our competitiveness in the sector. Due to our position, I think that increasing our domestic and foreign customer volume, expanding our loyal customer volume and maintaining our quality-oriented line will contribute to our country in terms of economic and development.

Designer brands have become very popular in recent years. Do you also receive demand from your customers in this direction?

Yes, designer brands are in demand from our customers. Since we are in the age of technology, we can instantly access any information on the internet from seven to seventy. Since our sector moves in parallel with fashion, designer brands and collections are very popular. Since we supply trend products and current products in our store, we have a high level of customer satisfaction.

What are your after sales services?

The basic procedure of our company and our uncompromising principle is to ensure one hundred percent customer satisfaction. In line with this principle, elements such as the warranty process and product follow-up in the orders prepared for our guests and after the order, as well as storing information in line with customer confidentiality, are among the most indispensable after-sales boards for us as Alsun Optik.

How do you inform your customers about changes and campaigns in your store?

We inform our local and foreign guests about the changes and campaigns in our store in different languages, social media, local newspapers, posters in certain regions and local organizations. In addition, we also share our new collections with professional shots and advertising elements on our social media accounts. We utilize all possible means of communication because we attach great importance to keeping our customers’ bond with Alsun Optik strong at all times.

Are in-sector sales and training briefings sufficient? Do you organize training programs for your store employees?

Since we are in the health sector, I believe that marketing the right product to the right person with the right information is the golden rule. If we convey the right information to our guests and present their choices in parallel, it will be a plus point for us in terms of customer satisfaction. Among this information, trainings on eye health and the products we sell are of course very important. I and my team work sensitively on this issue. We receive trainings about products from both glass companies and frame companies, and we attach importance to attending conferences.

Street stores or being located in a shopping mall? What is your preference and what are the reasons?

First of all, if I need to give an example from our own store, I can say that our store location and décor are as important as the service we offer and customer satisfaction. This decision should be based on the demand and shopping habits of the audience in your region. Our store is located in one of the oldest streets of Alanya and in a location with many shopping opportunities. Our preference was the street location. In the future, we plan to branch out in shopping centers in different regions with the same service and product stock.

As one of the retailers, what are your views on the price competition between you and your colleagues?

The market is moving in parallel with the current exchange rate and inflation. Accordingly, the competitive pressure is increasing considerably. Our advantage is our large product stock and high service quality. For this reason, we have the advantage of long-term customer loyalty and continuous service to our foreign guests. Since our product stock is diversified based on the needs of the customer and we combine service with technology, our competitiveness is one step ahead. We aim to make this process continuous with our campaigns and advertising power.

Do you follow international optical fairs and sectoral developments abroad?

Of course, each fair means new information for us. I think that domestic and international fairs have a great contribution to sectoral development in terms of the opportunity to closely examine new creations, product diversity and brand diversity. I believe that conveying the right information to the end user in line with the information we obtain at the fairs will increase our service volume and provide customer continuity.

How would you evaluate the Silmo Istanbul Optical Fair, which will be held for the 11th time between November 20-23 this year, since its inception?

We have been participating in Silmo Istanbul Optical Fair for three years. Silmo Istanbul is very important for us in terms of establishing new business contacts and providing opportunities to examine new creations. I think Silmo Istanbul has a great contribution in terms of raising awareness and growth in the sector by bringing together all segments of suppliers, retailers and employees.

Thank you very much for this precious interview. Finally, could you tell us your comments on the transition of our magazine 4 your eyes to digital publishing?

Thank you for including us in this valuable interview. Due to today’s technology, I think that 4 your eyes will reach more masses in the digital environment and will be a light for our colleagues who are new to the sector. I wish you continued success.

August 2024

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Anda Optik

Posted on by Burcu Yıldız

ANDA OPTİK
Young and Innovative

Silmo Istanbul is valuable in bringing together international exhibitors to introduce new products, share sectoral innovations and strengthen business relationships.

Hello Mrs. Dilhun. Could you introduce yourself a little bit and tell us about how your path crossed with the optical sector?

Hello, I started my education at Işık University in 2013. After two years of education, although I am from Izmir, I stayed in Istanbul and continued my business life here. I first started working at Etiler Optik in Etiler. With the support of Mr. Ufuk and Mrs. Seda, I gained 5 years of experience. Then I returned to Izmir, my hometown. Here, of course, I continued in the sector and started working at Atölye Gözlük Optik in Alsancak. I spent about another 5 years at Atölye Gözlük with the support of Mr. Esen and Mr. Kaan. Now, with more than 10 years of experience, my husband Aykut and I decided to open Anda, our dream.

Could you tell us about the establishment phase of Anda Optik?

Before establishing our optical store, we paid attention to researching the market and understanding the needs and preferences of potential customers. Analyzing the competition and examining the competitors in the local market helped us to make strategic decisions. We also took care to create a business plan, setting out our business goals, strategies, operational plans and financial forecasts. We had to provide a roadmap for the long-term success of our business, and we had to choose a suitable location for our store, taking into account factors such as accessibility, traffic density, demographic factors and even rental costs.

So what did you pay attention to while determining the location of Anda Optik?

We considered the target audience of our store and the segments of our potential customers. It was important that the store was easily accessible and located in a high-traffic area. For this reason, we also considered factors such as its proximity to main roads and public transportation. We had to make a strategic location choice by considering the locations of competing stores. Being far away from competitors or choosing a special location that would provide a competitive advantage was important at this stage. Demographic data in the region also played an important role in determining the target audience’s interest in the store. Visibility and visual appeal of the store were important. We believe that being located on the main streets will provide advantages in terms of reaching potential customers more easily and strengthening the brand’s image.

What are the most popular brands of optical and sunglasses sold in your store?

It is important to offer high quality products to customers. We consider factors such as the quality of acetate and metal frames used in optical and sunglasses. Our customers’ loyalty and perception of certain brands certainly influences the store’s brand choices. It is important for us to follow fashion trends and choose products that are in line with current fashion trends. While the majority prefers world-famous fashion brands, there is a segment that is now turning towards special designs with more boutique and different features. For this reason, in order to appeal to both sides, we have both fashion brands and boutique design brands in our store and obviously boutique products are more demanded.

Do you have products from every segment in your store?

Having different product segments increases the chance to appeal to different customer groups. Creating a broad customer base plays an important role in increasing potential sales. In addition, having different product segments allows us to meet the different needs of customers and often generates additional sales. Especially if competition is intense in a certain product segment, we believe that diversifying into different segments can provide a competitive advantage. I think we are a store that offers quality and diverse products, which can create a reliable image in the eyes of customers and increase the brand value of the store.

Designer brands are very popular in recent years. Do you also receive demand from your customers in this direction?

There is definitely a demand. The demand for designer, boutique brands has been increasing in recent years. Designer brands are generally known for their quality materials, original designs and brand prestige and therefore become a priority for many customers. In line with these demands, we are turning more towards designer brands and we sell them with pleasure. Our customers are usually looking for quality, prestige and uniqueness when they prefer designer brands and they can find them all in these products.

Street stores or being located in a shopping mall? What is your preference and what are the reasons?

Frankly speaking, I have always liked the high street stores more. For this reason, every process of my business life has been in street stores. This is also why I preferred a high street store for Anda Optik. Because high street stores are usually located on main roads or busy streets, they are open to more pedestrian traffic and potential customers. The street can have more visibility compared to shopping centers. The use of shop windows, signage and outdoor advertising can help the store stand out. The feeling of discovering and exploring a random store on the street is a more pleasant option for some customers.

What do you think about the necessity of in-sector sales and training briefings?

In-sector trainings can of course increase the product knowledge of store employees. It can help them learn about new trends and technologies and help us provide better service to the customer. These trainings can strengthen the brand image of our store and increase customer loyalty. It is of course important that store employees are regularly trained and informed, but I think that these trainings have decreased compared to the past. Organizing regular training programs on the introduction of new products, current sales techniques and customer relations can ensure the continuous development of employees. Nowadays, thanks to technology, we can find many useful training opportunities.

What do you think about the rate and awareness of eyeglass use in our country? What can be done to increase eyeglass use and who has a role to play?

It is important to increase the level of knowledge about the importance of eyeglass use and eye health in society. Eye health campaigns, seminars and communication channels, especially social media, can certainly be used to raise public awareness about the use of glasses. Regular eye examinations are important for early detection of visual impairments and prescription of appropriate glasses.

We should also consider measures such as health insurance covering the cost of eyeglasses. Finally, I would like to add that educational programs on eye health (diagnosis) control and the use of glasses should be organized in schools.

How would you evaluate the 10th Silmo Istanbul Optical Fair, which was held for the 10th time with a new and larger service area?

The developments in Turkey’s optical sector are ideally showcased at Silmo Istanbul Optical Fair. Silmo Istanbul brings together international exhibitors in the optical industry and provides an important platform for introducing new products, sharing sectoral innovations and strengthening business relationships.

Thank you very much for this valuable interview. Could you tell us your comments on the transition of our magazine 4 your eyes to digital publishing?

Honestly, I find digital publishing more practical. It gives us the opportunity to interact with your magazine and get feedback, even if we are far away. It would be very enjoyable for us to be able to share our thoughts on the content, make comments and even share the content via social media. We wish you continued success.

 July 2024

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City Optik

Posted on by Burcu Yıldız

CITY OPTİK
Sincere Shopping

Silmo Istanbul stands out with its development, the number of exhibitors increasing every year and the innovations prepared by the exhibitors for the visitors.

Hello Mr. Faruk. Could you introduce yourself a little bit and tell us about how you entered the optical sector?
Hello, first of all, I would like to thank 4 your eyes team for this precious interview. I am Faruk Tepe, born in 1980 in Istanbul. Before 2007, I had the opportunity to get to know the optical sector while working in pharmacy – optics. I aimed to be a part of this sector and then decided to start my own business. This is how I opened the first City Optik store.

Could you tell us about your journey with City Optik and your branches?
About 20 years ago, I literally entered the optical sector by opening our first store in Esenyurt. From those early days when I did not have much knowledge about the sector and the work done; I have come to these days by improving myself. During this time, growing and branching was a goal I always desired. We are currently serving the sector and our customers with a total of 7 stores, 6 in Istanbul and 1 in Tekirdağ.

What do you pay attention to when determining the location of your stores? We know that you host your customers with pleasure with the cafe-bar in your store. Let’s talk about this idea.
We determine the location of our stores according to the population in the region and the shopping density of the neighborhood. We have been managing the cafe-bar catering project with pleasure since the opening. We serve our customers like guests coming to our home and ensure that they spend more quality and sincere time during their shopping experience. This has attracted the attention of our customers in all our stores and made us stand out with this stance that enables us to offer our customers a quality and warm shopping experience.

Street stores or being located in a shopping mall? What is your preference and what are the reasons?
Since we started the sector with street stores, it has always seemed warmer to me to do business with the logic of artisans. For this reason, in the past, I would have answered this question directly as a street store. However, our orientation towards shopping mall stores has been completely customer demand. The fact that the store is open 7 days a week makes it easier for us to reach our customers. I think we serve more customers in a longer time period in the shopping mall. Nevertheless, we plan to continue growing the City Optik brand with our street stores.

What are the most popular brands of optical and sunglasses sold in your store?
We have all kinds of products in our stores, from the most economical to the most expensive. In our best-selling category, of course, products such as Burberry, Tom Ford, Rayban, Silhouette, Lindberg, especially Prada, have been preferred for several years.

Do you include products from every segment in your store? How do you think having different product segments reflects on your sales?
Having products from every segment causes customer diversity. This means great comfort and convenience for the seller. Since our customers can find products of every price and brand in the aisles, they can get the service of the most suitable product for their budget and style.

Designer brands are very popular in recent years. Do you also receive requests from your customers in this direction?
Yes, there used to be a distinction between boutique and commercial products. Now, the effect of social media and the use of eyewear as a style completion product has eliminated this distinction. For this reason, we now receive requests from our customers in this direction.

What are your after sales services?
We conduct customer satisfaction surveys after sales, measuring the service quality of our customers increases our sales quality. The technical service department, where we deal with all products, is an important element for us. We pay special attention to reduce the waiting time of our customers by finding a solution to defective products from a single source in a short time.

How do you inform your customers about changes and campaigns in your store?
We usually prefer to inform our customers verbally when they come to the store. We announce the campaigns with visuals on the exterior showcases, including informative advertising texts such as in-store brochures and posters.

Are in-sector sales and training briefings sufficient? Do you organize training programs for your store employees?
We provide continuous training with our management staff during our store visits. We plan training programs for our employees in the digital environment in order to constantly benefit from innovations and changing technology. I do not think that there is no limit to any educational information. I believe that the more knowledge all sector employees have, the more efficiency will be obtained.

Do you follow international optical fairs and sectoral developments?
I participate in all international fairs, which is a great benefit in terms of informing the employees in our stores and renewing the product collection. I believe that all sector professionals should follow these fairs as intensively as possible. I think that fairs are ideal platforms to move in sync with trends and to be informed about the latest technologies.

How would you evaluate the 10th Silmo Istanbul Optical Fair, which was held for the 10th time with its new and larger service area?
Silmo Istanbul Optical Fair is a panorama of the last 10 years of the optical industry. Its contribution to the development of the sector is indisputable. I congratulate Silmo Istanbul for reflecting the growth and revitalization of the sector to us in an ideal way while growing and developing in the last 10 years. While the increasing number of exhibitors attracts attention every year, the innovations prepared by the exhibitors for us, the visitors, stand out more and more every year. In this sense, I believe that Silmo Istanbul has succeeded in achieving its goal when compared to the fairs of other sectors.

Thank you very much for this valuable interview. Finally, can we learn your comments on the transition of our magazine 4 your eyes to digital publishing?
Until two years ago, both our employees and customers were very satisfied with the new issue that reached our store every month. However, by keeping up with the new digital age and being online without compromising its innovative, up-to-date and solid stance, we can now easily access it from anywhere at any time. Thank you very much.

 May 2024

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Kuzguncuk Optik

Posted on by Burcu Yıldız

KUZGUNCUK OPTİK
Boutique Chiciness

“We are so happy that Silmo İstanbul is evolving, developing and growing more and more over the years.”

Hello Mr Süleyman, could you tell us about yourself and how you met the optical sector?
Hello, I started my business life with the textile sector, which is a family business. After graduating from Yeditepe University International Trade and Business Administration department, I continued our wholesale textile business by establishing a retail network. Later, I entered the optical sector through a friend of mine. I started our first store by taking over an existing optician in Maltepe district of Istanbul. I was very excited, it was difficult to enter a new sector, but since I was a tradesman before, my adaptation process was very short. I went to Kuzguncuk neighbourhood with my wife for breakfast on a Sunday. The first time I saw Kuzguncuk, I was very excited. The name of the neighbourhood also impressed me a lot. The desire to open a store in Kuzguncuk appeared in my head at that moment. I already had 2 stores, but since the name of this neighbourhood impressed me, I determined the name of the store I would open here as Kuzguncuk Optik. As Kuzguncuk Optik, we have opened our first store in Kuzguncuk, our second store in Bağdat Street and our third store in Çengelköy.
What are the most sold optical and sunglasses brands in your store?
We generally enjoy selling more boutique products. When our customers enter our stores, they see colourful, differently designed glasses and they say that we have a different style from most places. This makes us very happy. The brands we sell the most are Oxibis, Dutz, Alexander Wintsch, Vanni, Tom ford, Vycoz as optics. As sunglasses, Isabel Marant, Papary, Franco Vital, Killian, Etnia Barcelona, Serengeti, Prada.
Do you include products from every segment in your store?
Every customer is important for us. For this reason, we have products that appeal to every segment in our stores. I think it is critical for customer satisfaction that customers find what they are looking for and see products from different segments. This satisfaction has brought us many referenced customers, which of course positively affects sales.

Designer brands are very popular in recent years. Do you also receive requests from your customers in this direction?
Well-known designer brands are highly demanded by every segment, but we have a fixed customer base that demands more boutique, more original brands and models in our stores instead of designer brands. Since our vision is to bring original and different designs together with the customer, we are very pleased with this trend.
What are your after sales services?
I think this is the most important issue in the sector. We always put the customer at the centre, we look at the problem they experience through their eyes. We guarantee our customers to solve the problems that occur in the product or lens after sales in the fastest way possible and we do this. For example, we can go to the homes of customers who cannot come to our stores to solve their problems. Being solution-oriented is one of our basic principles and we shape our after-sales services accordingly.
All three of your stores are located on the high street. Would you consider opening a store in a shopping centre and why?
Until now, I have opened my stores in locations where human traffic is intense. Because I think that human circulation has a positive effect on sales. As a matter of fact, I would like to be a member of shopping mall retailing as well as on-street retailing. For this reason, we want to open our fourth store in a shopping centre.
As one of the retailers, what are your views on the price competition between you and your colleagues?
Price competition is very prominent in our sector. Regardless of the city and neighbourhood, you can find a pair of glasses you are looking for with different prices in optical stores. The rapid passage of the Dollar and Euro exchange rate affects this price competition very much.

All three of your stores are located on the high street. Would you consider opening a store in a shopping centre and why?
Until now, I have opened my stores in locations where human traffic is intense. Because I think that human circulation has a positive effect on sales. As a matter of fact, I would like to be a member of shopping mall retailing as well as on-street retailing. For this reason, we want to open our fourth store in a shopping centre.
As one of the retailers, what are your views on the price competition between you and your colleagues?
Price competition is very prominent in our sector. Regardless of the city and neighbourhood, you can find a pair of glasses you are looking for with different prices in optical stores. The rapid passage of the Dollar and Euro exchange rate affects this price competition very much.

Is the sales and training information provided within the sector sufficient? Do you organise training programmes for your store employees?
Yes, I think it is pretty enough. Especially at this year’s Silmo Istanbul Optical Fair, the training organised by the companies was very efficient. We attend the trainings given by the suppliers together with all our colleagues. We review our sales policies in monthly meetings with our colleagues.
What do you think about the rate and awareness of eyewear use in our country? What can be done to increase the use of eyewear and who has a duty?
I think that the use and awareness of eyewear has increased compared to previous years. We can also observe this situation from our customers. I think the biggest task in increasing the use of glasses in a conscious way falls first to our ophthalmologists and then to the employees working in stores. Conscious employees can direct people more accurately. Public service announcements are made in every field. The eye is also a very critical health issue, perhaps public service announcements can be prepared to raise public awareness in this field.

Do you follow international optical fairs and sectoral developments abroad?
Yes, I definitely follow it. I attended the Mido 2024 fair in Milan in February. I think international optical fairs are very important and I want to bring the most trendy models and different, new brands to our customers through these fairs.
How would you evaluate the Silmo Istanbul Optical Fair, which has been held for the 10th time with its new and larger service area?
Silmo Istanbul Optical Fair was much more magnificent this year compared to the previous years with its expanding service area, and thus many more companies exhibited their products. I believe that the guests coming from abroad were more than last years. We are so happy that Silmo İstanbul is evolving, developing and growing more and more over the years.
Thank you very much for this valuable interview. Finally, could we learn your comments about the transition of our magazine 4 your eyes to digital publishing?
First of all, I would like to thank the 4 your eyes team for this interview opportunity.  The importance of digital publications is increasing day by day. I think the 4 your eyes team has reached a larger audience with the transition to digital publishing. Your publications enable people to discover new brands and learn more about this sector.

 April 2024

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Lagom Optik

Posted on by Burcu Yıldız

LAGOM OPTİK
Stady and Accurate

Silmo Istanbul is growing each year with a larger service area and number of exhibitors, increasing the opportunities to follow innovations in the sector and establish collaborations.

Hello Mrs. Ece & Mr. Melih. First of all, could you introduce yourself a little bit and tell us about how your path crossed with the optical industry?
Ece Derman: Hello, I was born in Bursa in 1987. My career, which started with my business administration education, continued for 12 years in visual management positions in two different global retail stores. Inspired by my husband’s experience in the optical industry, I decided to open a new chapter in my life. Together with my husband, we studied and graduated from the opticianry department. We opened our own optical store in April 2023.

Melih Derman: Hi, I was born in Bursa in 1987. In 2010, I started working in a local optical store in Bursa and gained my first experience in the sector. During the 13 years I spent here, I gained in-depth knowledge about eyeglass models, lens technologies and customer needs. In this process, I closely followed the developments in our sector and tried to master new technologies and trends. We serve our friends and customers in our newly opened store.

Could you tell us about the establishment phase of Lagom Optik?
In our founding philosophy, we wanted to adopt a different approach from commercial stores by emphasizing that health and fashion are inseparable in the eyewear industry. We see those who visit our store not only as customers, but also as people who come to get support and help from us. In line with our goal of creating a concept store that combines health and fashion in a sector where visuality is at the forefront, we aim to provide excellent service in our store by combining modern technologies with the best quality. We also use innovative technologies such as computer-aided digital focusing machines to offer customized solutions to the needs of the people who seek our support.

What are the most sold optical and sunglasses brands in your store?
It may not be the right approach for us to distinguish the most sold brands in our store because every brand is really valuable for us. In our store, regardless of the brand, we try to direct the person to whichever eyeglass model that suits the person’s face and is comfortable in terms of health and comfort. Because our brand preference can also change according to the budget and wishes of the person. That is why we offer a wide collection of optical frames and sunglasses. Tom Ford, Prada, Miu Miu, Giorgio Armani, Emporio Armani, Burberry, Moschino, Dsquared2, David Beckham, Ray-Ban, Garrett Leight California, Yohji Yamamoto, Oliver Peoples, Kaleos, Mooshu, Vanity Effect, Snob Milano, Kyme, Mykita, French Retro, Entourage Of 7, Markus T, For Art’s Sake London, Vycoz, Frank Custom, Hally & Son, UDM Unique Design Milano, Movitra, Bust Out, Projekt Produkt are some of the brands we can give examples.

Do you include products from every segment in your store? How do you think having different product segments reflects on your sales?
The name of our store Lagom is a Swedish word and it means “Not too little, not too much. Just accurate”, in short, it means “balanced”. It is important for us to reflect the art of balanced living to our product diversity in our store. We include products from every segment in our store. We address different customer needs by offering a wide range of products.

How do you inform your customers about the changes and campaigns in your store?
As Lagom Optik, we announce the changes and campaigns in our store to our customers mainly through social media and we attach importance to this. We share the campaigns and in-store innovations we organize through our Facebook and Instagram pages, and interact with our customers by sharing information about new glasses. Thus, we aim to increase customer satisfaction by providing fast, effective and up-to-date communication.

Street stores or being located in a shopping mall? What is your preference and what are the reasons?
Actually, street retailing and shopping mall retailing do not fully fit our store. Our first priority was to add a unique character to our store by getting away from the classical optical store culture and to prepare an environment where we can keep the energy high. Our location is one of the busiest main lines of Bursa, that is, a location where pedestrian traffic is low but vehicle traffic is intense. Our reason for choosing this location was to provide the best service to our friends and customers who come to our store to shop by spending the energy we save by preventing possible loss of time. We preferred to increase visibility by adapting our store to the inner city rather than the pedestrian traffic. Although these are contrary to the classical understanding of retailing, we have a large parking lot for our customers who come by car and we are within walking distance to the metro line in our city for our customers who want to come by public transportation. In this way, we have the advantage of providing easy access to our customers and integrating our store into the city life.

As a retailer, what are your views on the price competition between you and your colleagues?
As Lagom Optik, we are aware that price competition is important in the retail sector, but our priority is always to provide good and impeccable service. Maximizing customer satisfaction and providing a shopping experience supported by quality products and expertise is our priority.

Are in-sector sales and training briefings sufficient? Do you organize training programs for your store employees?
As Lagom Optik, we manage our own development individually. We actively use various online resources and industry information to follow the changes and innovations in the optical sector and to understand the developments in the sector in order to provide the best service to those who prefer our store. We constantly update and improve ourselves by participating in various online trainings and sectoral events. We also ask our authorized friends from optical lens companies to visit our store periodically and make presentations about lens technologies. In this way, we keep our knowledge fresh and acquire new technological information. We focus on increasing our knowledge and skills to make our store more competitive and to offer the best optical experience.

How would you evaluate the 10th Silmo Istanbul Optical Fair with its new and larger service area?
As Lagom Optik, we see the developments and growth in the 10th year of Silmo Istanbul Optical Fair very positively. The growth of the fair with a larger service area and the number of exhibitors every year increases the opportunities to follow the innovations in the sector and to establish collaborations. By bringing together the dynamism and innovations in the sector, the fair inspires us and guides us to provide a better service to our customers.

Thank you very much for this valuable interview. Finally, could you give us your comments on the transition of our magazine 4 youreyes to digital publishing?
The transition of your magazine to a digital platform has the potential to offer a faster and more interactive experience to your readers. We wish 4 youreyes a strong presence and continued success.

March 2024

 

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As Optik Marmaris

Posted on by Burcu Yıldız

AS OPTİK MARMARİS

Visual Comfort & Aesthetics

Silmo Istanbul is an important event in terms of evaluating developments in the sector and establishing collaborations. It provides the opportunity to come together with professionals.

Hello Mr. Serhat. First of all, let’s get to know you a little bit and talk about your story of entering the sector…
Hello, I am Serhat Yelmen, born in 1984 in Izmit, I live in Marmaris and I am the founder of As Optik Marmaris store. I am a graduate of the Opticianry program and I have been working passionately in the opticianry sector for 22 years. My interest in this field dates back to 2002 when I started my apprenticeship. During my apprenticeship period, I had the opportunity to gain basic skills in the world of eyewear. In this process, I gained an awareness of the richness of the industry and how eyewear contributes to people’s quality of life. Opticianry has become not only a profession for me, but also a field where I improve people’s visual comfort and aesthetic understanding.
Could you tell us about the establishment of As Optik?
As Optik came to life in 2011 with my rich experience in the opticianry sector and the basic skills I gained from my apprenticeship period. I set out with an understanding that prioritizes customer satisfaction and focuses on the special needs of each customer. I had the chance to get to know the sector from the inside for a long time. By opening my own store in 2011, I aimed to offer solutions that meet both the aesthetic and functional needs of eyewear users. One of the most important elements that form the basis of As Optik is customer safety. I set out to not only sell eyeglasses to customers but also to offer quality solutions for their vision health. With these basic principles, As Optik continues to grow as a brand that offers personalized eyewear experiences and keeps customer satisfaction at the highest level.
How do you choose the optical and sunglasses brands you sell?
Our primary focus when choosing eyewear brands is quality. We consider technical features such as durability, visual appearance and UV protection in sunglasses. Design and fashionability are also important factors in meeting our customers’ expectations. After-sales support and warranty policies provided by our brands are also among the factors we consider to ensure customer satisfaction.

Designer brands are very popular in recent years. Do you also receive requests from your customers in this direction?
The demand for designer brands is increasing day by day. Our customers are interested in these brands because they like prominent designs, quality materials and a prestigious image. In order to respond to this demand, we allocate a large space in our store to the collections of various designer brands and ensure that our customers can easily access fashionable and quality products.
What are the after-sales services you provide to your customers? How do you think these services affect your future sales?
We pay special attention to after-sales services to maintain customer satisfaction. Warranty processes, repair facilities and consultancy services allow us to offer comprehensive support to make our customers’ eyewear experience hassle-free. The quality of these services positively impacts our future sales by increasing customer loyalty.
How do you inform your customers about changes and campaigns in your store?
We use various channels to inform our customers about the changes and campaigns organized in our stores. Email newsletters, social media platforms and in-store information materials are effective tools to inform our customers about innovations. In this way, we establish a strong communication with our customers and respond better to their expectations.
As a retailer, what are your views on the price competition between you and your colleagues?
We carefully analyze the price strategies of competitors in the sector and the services they offer to customers. This helps us understand the pricing strategies of other brands offering similar products and services and identify their competitive advantages. Price competition is important in the retail sector, but what matters most to us is the value we provide to customers. When quality products, reliable service and affordable prices are combined, our customers are satisfied. By achieving this balance, we remain competitive and strengthen customer loyalty. We hope that all our colleagues in the market will provide fair and competitive pricing and bring our sector to the level it deserves.

Is the sales and training information provided within the sector sufficient? Do you organize training programs for your store employees?
We attach importance to in-sector trainings and sales briefings in order to keep the level of knowledge and skills of our staff constantly updated. These trainings are critical in terms of providing the necessary knowledge and skills to effectively introduce new collections, give correct answers to technical questions and increase customer satisfaction. We also ensure that our staff maintain their professionalism by organizing regular training programs on customer relations and communication.
What do you think about the rates and awareness of eyeglass use in Turkey? What can be done to increase eyeglass use and who has a role to play?
Increasing eyeglass use requires the collaboration of many stakeholders and requires a combination of various strategies to create healthy eye habits across society. Health organizations, optical companies and government agencies can conduct awareness-raising campaigns in schools, online and on other visual platforms. Retail stores can organize discounts and campaigns for eyeglass purchases during certain periods and on special occasions. In collaboration with health professionals, eye health specialists can conduct regular eye examinations to determine the need for eyeglasses. Optical brands, the fashion industry and marketing teams can be pioneers in making eyewear fashionable and popular among younger age groups. Non-governmental organizations, health institutions and government-sponsored programs can be effective in this issue by organizing educational programs to raise family and community awareness, contributing to the use of eyeglasses to become a general family habit.
Do you follow international optical fairs and sectoral developments abroad?
We closely follow international optical fairs and sectoral developments. These fairs are important platforms to see innovations, new technologies and fashion in the sector. By integrating this information into our business, we aim to always offer our customers the most up-to-date and trendy products.
How would you evaluate the 10th Silmo Istanbul Optical Fair with its new and larger service area?
Silmo Istanbul Optical Fair is an important event in terms of evaluating the developments in the sector and establishing collaborations. The fair provides the opportunity to come together with other professionals in the sector and create opportunities for cooperation. Such fairs offer us an important perspective to understand the developments in the sector and customer demands. For this reason, I hope that Silmo Istanbul Optical Fair, which is held 10th time this year, will be better than the year before every year.
Thank you very much for this valuable interview. Finally, could you give us your comments on the transition of our magazine 4 your eyes to digital publishing?
Digital publishing is a great tool to keep up with developments in the industry and to provide customized content for customers. I think 4 your eyes has increased its readership with digital publishing and has become more effective in the sector by bringing the advantages of wide access.

 

 

February 2024

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Soho Optik

Posted on by Burcu Yıldız

SOHO OPTİK

Tecnology and Fashion in One

“I think fairs like Silmo Istanbul are very important for following the developments in the sector and establishing new business contacts.”

Hello Mr. Barkın. First of all, could you introduce yourself a little and share your story of entering the optical industry?
Hello, I was born in Istanbul in 2002. I completed my primary and secondary education at Sev Private American College and high school education at Saint Joseph High School. I am currently studying Mechanical and Construction double major at Özyeğin University and Opticianry at Işık University. As someone who wants to start his own business since a young age, I have examined the sectors. I have determined that contact lenses, laser surgeries, intraocular lens surgeries and especially intraocular surgeries performed with smart lenses have seriously reduced the demand in the optical sector, that we are in the period of the most intensive use of our eyes in the history of humanity, that telescopic lenses, prismatic lenses, blue light blocking lenses used in front of computers have entered and will enter the application area much more with the advancement of technology, and that the need for sunglasses is increasing due to global warming. I entered this sector by combining my Mechanical Engineering and Optician skills, taking into account that I can make very qualified optical applications in this new period.
Could you tell us about the establishment phase of Soho Optik?
I received consultancy services from Özlem Arafal, one of the biggest doyen of this sector, for 1.5 years. Afterwards, we added Özlem Öz, who has tremendous experience in boutique retailing in the sector, to our staff and received consultancy from her for 8 months. After opening our store, we had the chance to add İskender İrdal, one of the other important names, to our team. With the creativity of this trio, which I see as the biggest chance of my life, we overcome the difficulties, adopting love and respect as the most important value, we are walking our way happily together and we aim to progress on much bigger roads together.
What are the most popular optical and sunglasses brands sold in your store?
Our collection consists of fashion brands as well as special brands that combine technology and fashion, which are frequently demanded by our customers, and designer brands that have been very popular in recent years. In this direction, the brands we sell the most in optics and sunglasses are designer brands such as Lunor, Tavat, Kador, Oliver Peoples, Lool and popular brands such as Serengeti, Etnia Barcelona, Prada, Miu Miu.

Do you have products from every segment in your store? How do you think having different product segments reflects on your sales?
We offer options for every taste and every style in different segments in our store. Our products are not just eyewear but fashion statements. Having different product segments allows us to increase our competitiveness in the sector, promise consumers a certain quality guarantee, create a loyal customer base and increase our sales volume. We are also trying to appeal to different customer groups by expanding our brand portfolio day by day. With this perspective, I believe that we are also contributing to the development of the national economy.
Street stores or being located in a shopping mall? What is your preference and what are the reasons?
I think the answer to this question depends on the area where the store is located. The choice should be made according to the shopping habits of the target audience in the region where you plan to open a store. We started by opening our first store on Bağdat Street, one of the most important streets of Istanbul. The stores opened on the street have a customer profile that they have been building for years. Stores opened in shopping centers, on the other hand, offer physical and social differences to the consumer and therefore the customer profile changes. In line with our growth targets, we plan to open branches in shopping malls in locations where our target audience is located.

As a retailer, what are your views on price competition between you and your colleagues?
The pressure of intense price competition in the markets is increasing due to increasingly similar products, increasingly difficult product and service differentiation and decreasing profit rates. This situation has led us to restructure our marketing. We are trying to use various methods and techniques to realize and sustain long-term customer loyalty and, in this context, customer loyalty. The competitive power of companies that know and anticipate the current and future needs of customers and implement management strategies such as product development and diversification to meet these needs very quickly and before anyone else will always be high. Our biggest goal is to increase the number of loyal customers. This is achieved by ensuring that the customer is satisfied with the service provided and leaves your company satisfied.
What do you think about the rate and awareness of eyeglass use in our country? What can be done to increase eyeglass use and who has a role to play?
I think that Turkish people do not have enough knowledge about eye health and eyeglass use and this situation needs to change. I think that the main factors preventing access to glasses are the insufficient number of ophthalmologists, opticians and opticianry establishments and the concentration of eye health services in big city centers. Especially in rural areas, services are difficult to reach. In my opinion, the development of the optical sector is directly linked to population characteristics, fashion, ease of access to glasses and the importance society attaches to eye health. The number of ophthalmologists, opticians and opticianry establishments is lower than in developed countries, but this number is increasing every year. This shows that it will be easier to access glasses in Turkey in the future.
How would you evaluate the 10th Silmo Istanbul Optical Fair with its new and larger service area?
I have been visiting Silmo Istanbul for two years now. I think that such fairs are very important for following the developments in the sector and establishing new business contacts. Silmo Istanbul Optical Fair is an international organization that supports the development of the optical sector and brings together suppliers, dealers and employees in this field. I believe that such events are important for the growth of the sector.
We are glad for this valuable interview. Finally, could we learn your comments about the transition of our magazine 4 your eyes to digital publishing?
4 your eyes’ transition to digital publishing will enable it to reach a much wider audience.  It will be much more easily accessible as the phenomenon of time and space will disappear. We wish your team continued success.

 

January 2024

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