28 Jun Meeting with Jean-Christophe, CDO
In the summer of 2019, on every Friday, we are running a feature on one the various trades at Morel. This time, we took a look at digital aspects, with Jean-Christophe Tetaz. We asked him questions about his trade, which is ever evolving in the area, and its particularities in the world of eyewear manufacturing.
“When I first came to Morel, I was expecting a small business in the Jura mountains… but then I got the impression I was in a startup in Lyon or Paris! The company is ever on the move, nothing here is set in stone.
The fact that it is a family business offers the benefit of shortening the decision-making process: decisions are made fast and projects can be initiated in no time.
And since we are totally independent, everything is decided here. There is none of the inertia you might see in other companies.
That dynamism can also be seen in social media, which we have now been managing for two years. We were able to find to right people and make the right decisions. Today, it is part of the overall strategy of the company.
At the same time, we use digital tools to get rid of areas of friction and the little niggles that could make the experience of our customers less convincing. Morel has always been reputed for its service quality: we aim to make life easier for our partners, whether these are customers, retailers or colleagues. We have only one goal: having effective tools that are easy to use.
“Selling eyewear is not exactly like selling tee shirts: you need the exact measurements”
We are now at a key stage, where the industry is undergoing great change. The arrival of new players has also led to a considerable shake-up. Earlier, there used to be a somewhat linear circuit, with the frame manufacturer, lens manufacturer, optician and customer; now there are several pure players who have started operations using a pure digital model, who have now begun to open their own stores. These brands take care of everything: frames, lenses and direct sales to consumers.
However, selling eyewear is not exactly like selling tee shirts! You need the exact measurements (such as pupil distance) of the future wearer; otherwise, you can never be sure that the glasses will suit their face. They do have virtual mirrors that help you chose a frame, but that does not show the life-size result. All you see is a frame on a head, with no particular concern for proportions. When technology makes it possible to democratize this type of use, and I am sure that day is not so far away, online sales will really take off!