Silmäasema: Leveraging Salesforce to grow both online and offline
Silmäasema is one of Finland’s leading eye health and eyewear providers, offering comprehensive services through clinics, stores, and digital channels across the country.
Silmäasema partnered with Fluido in 2020 during the peak Covid season to re-platform their ecommerce offering from Magento to Salesforce B2C Commerce Cloud. The project was implemented in record time and established the foundation for a long-term digital transformation journey.
Today, Salesforce is a strategic platform at Silmäasema for customer engagement across both online and offline channels. Silmäasema’s online store is built on Salesforce B2C Commerce Cloud and integrates seamlessly with Service Cloud, Sales Cloud, Marketing Cloud and other backend systems, creating a unified view of customer interactions across both B2C and B2B audiences.
In 2023, Silmäasema took the next step in its Salesforce journey by making Salesforce the master source for customer data. New capabilities were introduced to support strong customer authentication and keep customer information synchronised across the Enterprise Resource Planning (ERP) system, which supports customer interactions in physical stores, and the Patient Management System (PMS), which manages optometrist and ophthalmology appointments.
"Our goal is to make eye care services and products easy to access, whether customers engage with us online or in one of our locations. Salesforce helps us create a more connected experience, and Fluido has been a trusted partner in helping us continuously develop and improve that experience."
Silmäasema’s business has grown steadily year over year, and Salesforce has scaled alongside that growth. Traffic to www.silmaasema.fi has increased by an average of 11% annually. Together, Silmäasema and Fluido have continued to enhance the customer experience through new, innovative digital services. One example is the virtual try-on and 3D frame inspection feature, which allows customers to explore eyewear products online with greater confidence before making a purchase.
Innovation extends beyond customer-facing experiences. Silmäasema and Fluido also work closely to ensure the ecommerce experience remains accessible, compliant, and seamless across devices. To support compliance with the EU Omnibus Directive, Fluido implemented a price history visibility feature on schedule, helping customers make informed purchasing decisions with greater transparency. Silmäasema has also integrated their Product Information Management (PIM) system with Salesforce B2C Commerce Cloud, ensuring product data remains accurate and up to date across channels.
Alongside customer experience improvements, Silmäasema has invested in modernising its release processes through CI/CD practices, enabling faster and more reliable deployments. The ecommerce storefront maintains 99.99% availability even during Silmäasema’s busiest campaign periods, including its well-known Purple Weeks promotions. This reliability helps ensure customers can access products and services whenever they need them while supporting continued business growth.
Fluido has been a trusted partner throughout Silmäasema’s Salesforce journey, from the initial ecommerce transformation to the ongoing development of a connected customer experience. Looking ahead, Silmäasema and Fluido are exploring how Salesforce’s latest AI capabilities, including Agentforce, could help streamline operations, support employees, and create even better customer experiences across digital and physical touchpoints.
