Optics chain mapped the digital purchase decision
A JDE study for a Swedish optics chain revealed fundamentally different purchase processes for contact lenses and eyewear, and identified conversion barriers that never appeared in traditional surveys.
Background One of Sweden's leading optics chains wanted to understand why digital conversion was significantly lower for contact lenses than for eyewear, despite high online visit numbers. Traditional surveys had not provided sufficient answers. ## Challenge The optics industry has a unique dynamic: the customer needs to book an eye examination, choose a product category (eyewear, contact lenses, sunglasses) and then choose a channel (store, e-commerce, subscription). The purchase decision spans weeks and involves both medical and aesthetic considerations. The chain's existing research asked customers what they thought, but did not capture how the decision process actually looked: which channels were used, in what order, and where in the process did intention change? ## Reflect's work We conducted a Journey Decision Engine study (JDE) that mapped the entire purchase decision process for both product categories. The method combines quantitative purchase narratives with AI classification to identify decision points, channel switches and conversion barriers. ### Contact lenses The JDE study revealed that contact lens customers had a primarily digital purchase process but that conversion broke down at three specific points: (1) uncertainty about lens type without physical advice, (2) complexity of the subscription model, and (3) lack of price comparison between channels. ### Eyewear Eyewear customers showed a completely different pattern: initial research happened online but the final choice was almost exclusively store-based. The critical drivers were try-on experience and personal style advice. ## Results The study led the chain to differentiate its digital strategy per product category instead of using a uniform approach.
Key takeaways
- Fundamentally different purchase processes for contact lenses and eyewear
- Three specific conversion barriers for contact lenses identified
- AI classification of purchase narratives revealed hidden patterns
- Differentiated digital strategy per product category
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