Acuité advises opticians to use social media for local engagement and customer retention

Acuité reports that opticians should leverage social media to drive in-store visits rather than direct online sales. Citing an October 2026 Ifop study for Colissimo, the article notes that 15% of French consumers have purchased directly on social platforms, rising to 39% among those under 25, though these figures do not specifically cover eyewear. Carla Vivien, a social media coach for opticians, emphasizes maintaining client contact between typical two-year renewal cycles and fostering local proximity. She advises defining a clear content strategy aligned with store identity, utilizing video and stories to showcase team expertise, and prioritizing interaction over passive broadcasting. The goal is to enhance customer experience and loyalty, not merely accumulate followers or views.