Zukunftsgestalter: Die Kundenversteher – mit digitalen Tools gewinnt Fielmann abtrünnige Kunden zurück

On a Wednesday afternoon, the Fielmann optical store in Hamburg's Mönckebergstraße is bustling with customers. Between 1200 and 1500 visitors pass through the doors daily, the flagship store occupying four floors. The optical store chain, which serves nearly 45,000 people annually, is the largest outlet of Germany's leading eye care retailer, with over 600 locations across the country.

Filial manager Frank Schmiedecke explains that the store's revenue has doubled, from five million euros to ten million euros annually, despite having 90 employees instead of 110.

Fielmann has been innovative in addressing the labor shortage, relying increasingly on digital tools and artificial intelligence (AI) for customer service. The objective is to reduce waiting times and improve service quality. The business logic is straightforward: each new customer brings an average revenue of 170 to 200 euros. The company's digital customer strategy has already paid off: in 2025, the listed company, owned by the founder's family, achieved a record-breaking revenue and an increased profit margin.

Revenue grew by 7.4 percent year-over-year, reaching 2.4 billion euros, while the profit rose by a third to 205 million euros. The group's revenue is projected to hit four billion euros by 2030, with market share expanding by four percentage points to 57 percent in Germany. How has Fielmann managed to digitalize customer service while creating space for personalized consultations with more clients? The Handelsblatt unravels the various stages of Fielmann's digital customer journey.