Trend #1: The eye exam is the real purchase trigger, not the frame
The numbers are clear: 87% of eyewear purchases occur after an eye exam reveals a change in vision, according to the Galliléo Business Consulting study reported by the ROF. In other words, the appointment that really matters in the customer journey isn't the one where they choose a frame; it's the one where they have their vision tested.
For a network, this shifts the hierarchy of priorities: a poorly organized eye exam (long wait times, poorly prepared slots, unavailable optometrist) doesn't just mean losing one appointment—it delays the entire sale that follows. Conversely, a smooth, well-orchestrated exam paves the way directly to the fitting and delivery.
What this means for a network in practice:
- An appointment booking system that clearly distinguishes between eye exams and fitting/delivery appointments, with dedicated slots for each;
- A booking form that captures the reason for the visit (first consultation, renewal, visual discomfort) to prepare for the exam in advance;
- A seamless transition between the exam and booking the fitting appointment, with no break in the customer journey.
Trend #2: The optician is becoming a legitimate entry point for eye exams
Since the reform of October 17, 2016, opticians have been authorized to perform refraction exams and adapt prescriptions for renewals, provided the doctor has not explicitly stated otherwise on the prescription (Legifrance, cited by Opti'Shop). This regulatory change coincides with a persistent shortage of ophthalmologists, which is expected to continue for several more years despite adjustments to the numerus clausus.
The median wait time for an ophthalmologist appointment improved from 42 days in 2019 to 26 days in 2021 according to a Snof survey cited by Opti'Shop—but it remains a significant enough friction point that opticians have established themselves, within regulatory limits, as a convenient entry point for prescription renewals. For a network, this represents an additional volume of eye exams to handle, even if the way these appointments are presented in-store hasn't always kept pace.
What this means for a network in practice:
- Automatic assignment of the right professional (optician, optometrist) based on the type of exam requested;
- Clear communication, from the moment the appointment is booked, regarding what the optician can and cannot do within the regulatory framework of a prescription renewal;
- An organizational structure that handles this growing volume without compromising the time spent with each client.
Trend #3: A slowing market where every appointment counts double
Opticians' revenue fell by 0.5% year-on-year in April 2026, and the rolling annual trend eroded to +0.3%, according to the ROF/Xerfi Specificbarometer. INSEE confirms this deceleration: sales volumes for personal equipment stores, a category that includes optical retail, grew by 2.8% in 2025, following a 4.9% increase in 2024.
In a slowing market, every visit matters more: a poorly prepared or missed appointment is no longer offset by high-growth traffic volume. Converting as many qualified visits as possible into completed sales has become the central challenge, even more so than attracting more traffic.
What this means in practical terms for a network:
- An appointment booking process that maximizes the conversion rate of already qualified visits, rather than relying solely on traffic volume;
- Automated reminders to ensure attendance for both exams and fitting/delivery appointments;
- Consolidated visibility, store by store, on the rate of appointments kept and converted.
What this looks like in practice
A European leader in specialty retail, operating over 1,700 points of sale across a hybrid network of corporate and franchise stores, has digitized its in-store expert appointments: automatic assignment by skill and location, automated reminders, and consolidated management across more than 100 stores. The result: over 50,000 appointments booked annually, fully automated, with teams spending less time on the phone and more time with customers.
This isn't an optician network—it's a player in the natural products, pet supplies, and wellness retail sector—but the principle is directly transferable: high-value expert appointments within a multi-site network, where every qualified slot (in this case, an eye exam) must be honored and seamlessly linked to the next step in the customer journey.
In summary
Frequently asked questions
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