Luxottica: Engaging employees through change management

OPSM store with logo

CHALLENGE: As part of a detailed review of its Australian business strategy, Luxottica, the world largest eyewear company, decided to consolidate three smaller optometry brands and close 100 stores of its OPSM hero brand. Sefiani was engaged to work alongside the retailer’s local leadership team to develop and execute a multi-channel engagement and change-management program.

STRATEGY: We developed fully-integrated internal/external change communications strategy designed to drive positive attitudes and behavior. A compelling story was translated into easy-to-use materials, including an animated story, along with well choreographed townhall meetings for employees across the country. We also arranged an embargoed exclusive first briefing and news release for The AFR and then to key trade media.

IMPACT: In follow-up research, employees communicated: 100% awareness of the changes; 80%+ understanding of the strategy; 75%+ agreement with the strategy and all franchisees decided to remain within the group. Positive media coverage was generated in The AFR and picked up by other mainstream media while extensive editorial ran in retail, franchising and optometry trade media. All media reports were positive.