Optician chain Hans Anders appointed Bram Bruijns as its omnichannel director, a new position within the group. He will take charge of Hans Anders’ omnichannel activities across every market.
“Online gains importance”
Bram Bruijns has joined Hans Anders earlier this month, having previously worked as fashion company WE Fashion’s eCommerce director. Prior to that, he spent four years at Kijkshop in a similar capacity. For Hans Anders, Bruijns will oversee the group’s online an offline retail integration in the Netherlands, but also in Belgium, France and Sweden’s Direkt Optik. “Most of our customers buy their optics and hearing aids in our physical stores, but the online channels are gaining relevance in the orientation process prior to a purchase”, a spokesperson told RetailTrends.
Contrary to most competitors, Hans Anders also sells entire glasses on its web shop. The chain says that is entirely possible for customers who know their glasses’ details and are looking for a cheaper second pair. Most other opticians ask customers to come to the store to finalize the online order.