European online optician Mister Spex chooses Intershop 7 platform for further European expansion

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Intershop is enabling the international expansion vision for Mister Spex. The leading online optician’s new UK website – misterspex.co.uk – is the first in a series of European shop fronts to go live on Intershop 7, a leading omni-channel platform.

Moving up to Intershop 7 in the UK is the first step in the next European-wide expansion plan by German firm Mister Spex. With a turnover of €47m in 2013 and more than one million customers Mister Spex is already Europe’s leading online optician.

The Berlin-based firm switched to Intershop after  having outgrown its proprietary commerce platform, originally established in 2008. Mister Spex is now focusing on its vision for future expansion as it migrates its German, French, Spanish and Swedish-language online shops to Intershop’s powerful and flexible platform.

The online optician said it chose Intershop’s highly flexible, modular shop platform after looking at various competitors, attracted by Intershop’s ability to grow with Mister Spex’ international business plans.

Lars Schickner, director innovation center at Intershop, said: “Mister Spex is the latest high-profile online retailer to make a strategic decision to re-platform as an enabler for future business growth. With this step the optician avoids re-platforming again in a few years, since each transition is time consuming, complex and expensive. In choosing Intershop, Mister Spex made a visionary decision, selecting a commerce partner able to support its ambitious growth goals both today and into the future.”

As a successful online-driven multi-channel player, Mister Spex said it was searching  for a single platform that would serve as a solid base for the entire European market – without further increasing future costs in updating and expanding the system to account for different time zones, languages, taxes and fulfilment requirements.

Factors that attracted Mister Spex to Intershop 7 included the flexibility provided by a highly-diversified range of deployment models, scalability and modularity. Intershop supported the Mister Spex team in ensuring a smooth migration, with full shop functionality maintained at all times during the process.

By completing the first phase, Mister Spex can now offer its UK customers more than 7,000 different models of eyewear and extensive search functionality, as it focuses on providing customers with a very personal and user-friendly shopping appearance. At the back end, the company is increasing conversion rates by engaging in extensive live A/B testing and offering highly customised landing pages – which provide a solution to the challenge of maintaining a fast-loading shop front without being slowed down by the need to pre-cache extensive volumes of data.

Intershop said it was able to demonstrate to Mister Spex its proven track record in serving large customers with similar requirements, in both the B2B and B2C sector. Furthermore, Mister Spex is taking advantage of Intershop’s extensive capabilities in integrating third party systems, such as real-time communication with its ERP system, ensuring extensive product data is always up to date and providing seamless access to an enhanced order management system.