Silhouette Group's Immersive Training Program is Boosting Eyewear Sales and Customer Loyalty

Training opticians to sell high-end eyewear isn’t just about product knowledge — it’s about confidence, expertise, and engagement. That’s why Silhouette Group, a global leader in premium eyewear, built the Silhouette Group Academy, an immersive training experience that’s changing the game.

With interactive courses, gamified challenges, and on-the-go access, the Academy makes training irresistible. And the numbers prove it: resellers spent an average of 70 minutes in training last year — despite not being required to participate. The result? More knowledgeable, confident opticians delivering the stellar experience Silhouette is known for.

The Vision Behind Silhouette Group Academy

For decades, the Silhouette Group has been at the forefront of eyewear innovation, crafting premium eyewear that redefines lightness and comfort. With their global network of over 16,000 trusted opticians in more than 100 countries, the Silhouette Group has always prioritized expertise and quality service. Yet, traditional training methods proved resource-intensive and limited in scalability.

That’s where YOOBIC came in. Together, we introduced the Silhouette Group Academy: a tailored, branded learning experience designed to equip opticians with the knowledge, skills, and confidence to elevate customer experiences.

YOOBIC’s digital platform provides the foundation for the Silhouette Group Academy. By leveraging our advanced learning management and communication tools, we’ve enabled Silhouette to:

• Streamline Reseller Onboarding: With easy-to-access online courses, new resellers are quickly brought up to speed on Silhouette’s products and values.
  
  
• Launch and Promote New Products: The platform serves as a central hub for introducing innovative eyewear designs, ensuring that resellers are well-versed in the unique features and benefits of each product line.
  
  
• Engage Through Gamification: YOOBIC’s gamification features, like points-based rewards and challenges, motivate resellers to actively participate in training. This has led to impressive engagement metrics, with resellers averaging nearly 70 minutes in training courses over the past year.
  
  

One of the standout aspects of the Silhouette Group Academy is its ability to seamlessly connect online and offline learning. YOOBIC’s platform enables Silhouette to offer flexible, learner-focused training modules that are complemented by in-person sessions.

This hybrid approach not only accommodates busy schedules but also fosters deeper connections between Silhouette and its business partners.

Training That Sticks: The Formula for Optician Engagement

To understand the impact of the Academy firsthand, we spoke with Annika Frenzel, International Retail Training Manager at Silhouette Group.

Unlocking Engagement: How Silhouette Keeps Opticians Hooked on Learning

YOOBIC: Opticians spent an average of nearly 70 minutes on Academy training over the past year, which is impressive! What do you think drives such high engagement among participants?

ANNIKA: The learning engagement we have achieved comes from a clear focus on the learner. It is not just about the messages we want to send out, but more about what our learners want to learn and need to know to confidently sell our product.

We found these five elements to be key:

1. Convenience: Our learners can learn at the convenience of their own schedule. Courses are quick and easy to complete during a coffee break.
   
   
2. Relevance: We ask our audience what they want to learn, we listen, and meet their needs first. In addition, opticians are included in creating content in our “Expert Classes” inviting our audience to learn from each other.
   
   
3. Efficiency: Training, even online, needs to be more than just reading. Interactive courses that encourage participation combined with quizzes increase engagement and learning retention.
   
   
4. Connection: Training does not only focus on eLearning but we also offer in-person training at the location of our partners, as well as regular interactive and quick webinars with hands-on knowledge.
   
   
5. Gamification and rewards: We build a long-term rewards program around the points you can earn for learning on the Academy and regular sales and learning challenges for the short term, both connected to exciting incentives and exclusive learning experiences.
   
   

Turning Training into Sales: Silhouette’s Winning Formula

YOOBIC: Why was it important for Silhouette to invest in training reseller partners, even though they are not direct employees? How does this investment impact Silhouette’s success?

ANNIKA: Eyewear are products that are not sold from the display, it needs an expert to first understand your visual needs and suggest you the product that best meets your needs. The decision of which product is selected and shown to the customer is therefore heavily influenced by eyecare professionals, or opticians.

First, you want to ensure that your partners know how to handle your product and are confident in selling it.

Second, you want your partners to be a fan of the brand and to present your product in the appropriate product mix to the end consumer. Third, and most importantly, you want your partners to sell your product, enjoy the process, and experience great customer satisfaction.

And all of this is only possible if you train your partners on the product, the brand, luxury selling techniques, retail expertise, and everything else they may need. The investment pays off in increased net volume and net sales!

The Power of Play: How Gamification Fuels Learning and Loyalty

YOOBIC: How have features like gamification, challenges, and community-building impacted optician participation and learning outcomes?

ANNIKA: Community building and gamification were key must-haves for us in an eLearning platform and absolutely drive engagement. This is fundamental as we are training adults who choose to learn. With fun game-like learning, incentives, and healthy competition, adoption is accelerated.

Global Expansion, Local Relevance: Scaling Training for Every Market

YOOBIC: With plans to expand from the USA into Europe, how do you ensure the Academy remains relevant and effective across diverse regions with different needs?

ANNIKA: We are very close to our learners. On the one hand, we work closely with our trainers and sales team in the different markets to understand the training needs, and on the other hand, we simply ask the learners what they want and need. Some training content can be shared, while others need to be adapted for different markets.

Where Innovation Meets Impact

Silhouette’s decision to partner with YOOBIC reflects their forward-thinking mindset. By embracing cutting-edge technology, they’ve redefined how training and communication are delivered in the optical industry. The Silhouette Group Academy isn’t just a resource — it’s a community and a platform for growth.

As we continue to collaborate with Silhouette, our shared commitment to innovation and excellence remains at the core. Together, we’re not just meeting industry standards; we’re setting new ones.

See how YOOBIC powers training that sells

Want to boost product knowledge, confidence, and customer loyalty across your reseller network? Join a live demo to see how YOOBIC helps specialty retailers like Silhouette deliver engaging, gamified training that turns learning into measurable sales impact.