The Viehoff Gruppe is currently introducing retinal screening into its eye care services, using advanced AI technology across its stores. Daniela Steinkämper, part of the management team responsible for purchasing and sales, shares insights into this strategic move and its benefits for both customers and staff.
A tradition of excellence meets innovation
Founded in 1907, the Viehoff Gruppe is a fourth-generation family business combining tradition, innovation, and quality in optometry. With nearly 400 staff across 27 stores, the company stands for personalized service, expert consultation, and state-of-the-art eye care. Its mission is clear: to be the trusted, local optician providing top-tier visual solutions and proactive eye health support.
Why AI retinal screening?
Viehoff Gruppe’s decision to implement AI-assisted retinal screening is driven by a desire to provide customers with not only outstanding visual correction but also proactive health monitoring. AI enables immediate analysis, eliminating long wait times for appointments or results. Early detection of conditions such as AMD, glaucoma, and diabetic retinopathy—many of which are preventable with timely diagnosis—is a top priority.
According to Daniela Steinkämper, a surprising number of customers have never visited an eye doctor. This makes in-store screening a valuable early warning tool. Results are available instantly, allowing staff to explain findings in a relaxed and informative setting. The goal is to ensure every customer receives clear, professional guidance—not just a report.
Implementation across the company
The rollout followed a phased approach. Two pilot stores were initially equipped and used to gather experience and feedback. Gradually, more locations were added, and full implementation is planned for 2025. A key factor in the program’s success was clear internal communication: employees were briefed on the “why,” “how,” and “who” of the new service.
To ensure consistency and quality, external experts trained staff in camera use and AI interpretation. Certified screening specialists now serve as in-house experts, guiding their teams and ensuring smooth customer communication.
Enhancing the customer journey
The screening is integrated into a comprehensive process: starting with a medical history, followed by digital eye measurements, wavefront testing, and retinal imaging with the fundus camera. Customers receive immediate insights via the AI-generated report, which is reviewed together with a trained team member. They can take the results home or receive them digitally. It’s always made clear that this screening complements, but does not replace, visits to an ophthalmologist.
Customer reactions have been very positive. Awareness has grown through in-store promotions and personal consultations. While AI still raises questions for some, most customers are impressed once they understand the value and simplicity of the technology.
Supporting health beyond the screening
When potential issues are flagged, staff are trained to communicate sensitively and supportively. The AI report is presented alongside a clear summary form that can be shared with a specialist. Referrals are handled with care, ensuring the customer feels supported and not alarmed. The emphasis is on early detection and smooth handoff—not diagnosis.
Looking ahead
The Viehoff Gruppe sees AI as a growing force in optometry, especially in the analysis of visual and retinal data. Combined with expert human consultation, it enhances service quality and efficiency. Beyond screening, the company already uses AI-assisted lens customization and is exploring innovations such as smart glasses with advanced digital functions.
Conclusion
The introduction of AI-assisted retinal screening reflects Viehoff Gruppe’s broader commitment: uniting tradition, expertise, and the latest technology to deliver exceptional care. As Daniela Steinkämper notes, “It’s about making cutting-edge eye care both accessible and personal.”
