Introduction: Optik Melawai – A Trusted Optical Retail and Eyewear Brand in Indonesia
Founded in 1981 by Budi Purnomo Hadisurjo, Optik Melawai began as a single optical store in South Jakarta and grew into one of Indonesia’s leading eyewear retail chains. The company expanded to 18 outlets by 1989 and celebrated its 400th store opening in January 2025, marking over four decades of growth. With a strong focus on customer satisfaction, product quality, and accessible eye care, the company has developed a recognised presence in Indonesia’s competitive optical retail industry. Its offerings include prescription glasses, fashionable eyewear, sunglasses, contact lenses, and vision-related services designed to meet diverse customer requirements.
As consumer behaviour increasingly shifted towards digital platforms, Optik Melawai recognised the importance of maintaining a strong online presence alongside its physical retail network. Guided by its brand philosophy, “When You Expect the Very Best,” the company has strengthened its reputation as a trusted destination for eyewear and vision care while continuing to expand its accessibility across Indonesia’s growing optical retail market.
Challenges: Unlocking Greater Digital Visibility and Customer Engagement
Despite its established position in Indonesia’s optical retail industry, Optik Melawai recognised several opportunities to strengthen its digital visibility, improve customer accessibility, and maximise the performance of its retail network. As the company served customers across multiple locations, maintaining consistent and accurate online information became increasingly important for delivering a seamless customer experience.
1. Opportunity to Strengthen Store Information Consistency
One significant opportunity involved improving the accuracy and consistency of store information across digital platforms. Individual retail locations maintained business profiles containing addresses, telephone numbers, operating hours, and service descriptions. However, variations in these details, alongside duplicate or outdated listings, highlighted the value of greater standardisation. By establishing a unified digital identity, Optik Melawai could ensure customers searching for nearby stores received reliable information and could easily contact or visit their preferred location.
2. Expanding Visibility for High-Intent Local Searches
Another important opportunity involved improving local search visibility for customers actively looking for optical products and eye examinations. Searches such as “optical store near me,” “eye checkup near me,” and “eyewear store Jakarta” represented valuable opportunities to connect with potential customers. However, search visibility varied across different neighbourhoods and commercial areas. Strengthening hyperlocal SEO would help Optik Melawai reach more customers, increase relevant search impressions, and compete effectively with nearby optical retailers.
3. Enhancing Discoverability of Specialised Optical Services
Optik Melawai also identified opportunities to increase awareness of specialised optical services, particularly retina scanning and advanced eye diagnostic capabilities. Although general eyewear products attracted customer interest, specialised services required clearer digital communication. Customers searching for retina scanning or eye testing needed accurate information about which locations offered these services. Improving service-specific listings would allow the company to highlight its broader optical care capabilities and connect with customers seeking specialised examinations.
4. Improving Customer Engagement and Online Reputation
Customer reviews provided another opportunity to strengthen service quality and brand credibility. Feedback relating to eyewear selection, staff assistance, product quality, and overall service experiences offered valuable insights into customer expectations. By centralising review monitoring and response management, Optik Melawai could acknowledge positive experiences, address customer concerns, and maintain consistent communication across its retail locations. This approach would support stronger customer confidence and encourage positive brand perceptions.
From Challenges to Solutions: The RightChoice.ai Partnership
To capitalise on these opportunities, Optik Melawai partnered with RightChoice.ai, an AI-powered location optimisation platform designed to strengthen the digital presence of multi-location businesses. The partnership focused on improving store discoverability, centralising business information, monitoring regional search performance, and creating a more convenient digital experience for customers.
The two-month engagement concentrated on three strategic objectives:
- Strengthening Local Search Visibility Through Hyperlocal SEO and Specialised Service Optimisation.
- Standardising Store Listings and Improving Digital Consistency Across Retail Locations.
- Enhancing Customer Engagement, Reputation Management, and Store-Level Performance Tracking.
Solution 1: Hyperlocal SEO Optimisation – Strengthening Optical Retail and Specialised Service Visibility
1. Hyperlocal Keyword Optimisation – Connecting with High-Intent Customers
Optik Melawai enhanced its local search presence by implementing RightChoice.ai’s Hyperlocal Keyword Optimisation capabilities. The tool identified and integrated high-intent search terms used by customers looking for optical stores, eye examinations, and eyewear services. Keywords such as “optical store near me,” “eye checkup near me,” and location-specific optical retail searches were incorporated into relevant business profiles, categories, and service descriptions. This helped the company move beyond generic brand visibility towards more precise targeting based on customer requirements and geographical location. Consequently, Optik Melawai strengthened its relevance for local searches and improved its ability to attract customers actively seeking optical products and services.
2. Specialised Service Visibility – Promoting Retina Scanning Services
The company improved the visibility of its specialised optical services through Specialised Service Listing Optimisation, particularly for retina scanning and advanced eye diagnostic offerings. RightChoice.ai created and optimised dedicated listings that highlighted diagnostic capabilities available at relevant stores. These updates helped customers identify locations offering specific eye testing services rather than relying exclusively on general optical retail searches. By communicating specialised capabilities more clearly, Optik Melawai strengthened the discoverability of its broader service portfolio and created additional opportunities to attract customers interested in eye examinations and diagnostic services.
3. Geo-Grid Visibility Tracking – Identifying Local Search Opportunities
RightChoice.ai deployed the Geo-Grid Visibility Tracker to analyse Optik Melawai’s local search rankings across important cities and commercial areas. The tool mapped search visibility at neighbourhood level and compared the company’s performance against competing optical retailers. These insights highlighted geographical areas where Optik Melawai could improve its rankings. The company used this information to refine location-specific keywords, strengthen relevant business categories, and prioritise high-footfall markets.
Together, these optimisation initiatives contributed to a 209% increase in mobile impressions, demonstrating improved discoverability among customers using smartphones to search for nearby optical retail and eye care services.
Solution 2: Multi-Location Listing Management – Building Accuracy and Brand Consistency
1. Enterprise Multi-Location Listing Management – Standardising Store Information
To establish a reliable digital presence across its retail network, Optik Melawai implemented RightChoice.ai’s Enterprise Multi-Location Listing Management solution. The platform enabled the company to audit existing store profiles, identify duplicate or incorrect entries, and standardise essential business information. Name, Address, and Phone Number (NAP) details were reviewed and synchronised across Google, Apple Maps, and Bing, ensuring greater consistency across major digital discovery platforms. This centralised approach reduced fragmented information management and helped customers access accurate contact details, store locations, and other relevant information when searching for nearby optical retailers.
2. Listing Accuracy and Brand Consistency – Creating a Reliable Customer Experience
The listing management process also strengthened Optik Melawai’s digital brand consistency. Previously, variations in store information created opportunities to improve the customer experience across search platforms. Through RightChoice.ai, the company established a more unified approach to managing its online profiles. Customers searching for nearby Optik Melawai locations could more easily identify relevant stores and access dependable business information. This improved customer convenience while reinforcing the company’s professional image across its retail network.
3. Bulk Content Publishing – Delivering Consistent Information Across Locations
RightChoice.ai’s Bulk Content Publishing capability supported consistent communication across multiple store listings. The feature enabled relevant business information, service descriptions, and promotional content to be managed more efficiently at scale. Rather than relying entirely on individual stores to maintain their online profiles, Optik Melawai benefited from a coordinated content management process. This helped the company communicate its eyewear offerings and optical services more consistently while maintaining flexibility for location-specific information.
Solution 3: Digital Engagement – Strengthening Customer Trust and Data-Driven Store Performance
1. Review and Reputation Management – Building Customer Confidence
Optik Melawai strengthened customer engagement through RightChoice.ai’s Review and Reputation Management capabilities. The platform enabled the company to monitor customer feedback across its retail locations and respond more consistently to reviews. Positive comments relating to product selection, customer assistance, and optical services were acknowledged, while concerns about service experiences were addressed through timely communication. This approach supported improvements in average ratings, reduced the impact of negative sentiment, and strengthened customer trust. By maintaining more active engagement, Optik Melawai reinforced its reputation as a customer-focused optical retailer.
2. Real-Time Store Analytics Dashboard – Improving Performance Visibility
The company implemented RightChoice.ai’s Real-Time Store Analytics Dashboard, which centralised performance information across multiple outlets. The dashboard tracked important digital interactions, including customer calls, direction requests, and map views, allowing Optik Melawai to evaluate how customers engaged with individual store listings. With consolidated reporting, the company gained a clearer understanding of which stores generated stronger search engagement and which locations required additional optimisation. This improved performance monitoring and supported more informed marketing decisions.
3. Store-Level Performance Tracking – Understanding Customer Intent
RightChoice.ai’s Store-Level Performance Tracking enabled Optik Melawai to interpret customer interactions as indicators of potential commercial interest. Direction requests were monitored as signals of intended store visits, while call interactions provided insights into customer enquiries and possible appointment demand. By comparing these indicators across cities and micro-markets, the company identified stronger-performing locations and developed a more detailed understanding of regional customer behaviour.
As a result, the company achieved a 47% increase in website clicks, demonstrating greater customer interest in exploring its optical products, store information, and services online.
Results Achieved Within Two Months
Through its partnership with RightChoice.ai, Optik Melawai recorded substantial improvements in digital visibility and customer engagement during the two-month optimisation period.
- Optik Melawai achieved a 196% increase in total impressions, demonstrating substantially improved online visibility across local optical retail searches.
- The company recorded a 209% increase in mobile impressions, highlighting stronger discoverability among smartphone users searching for nearby optical stores and eye care services.
- Optik Melawai experienced a 47% growth in website clicks, indicating greater customer interest in exploring its eyewear products, store information, and optical services.
Final Thoughts
For Optik Melawai, digital visibility became an essential extension of its commitment to accessible optical retail and customer-focused eye care. Through its partnership with RightChoice.ai, the company strengthened its local search strategy, standardised business listings, improved specialised service visibility, and established a more effective approach to customer engagement and performance monitoring. Ultimately, Optik Melawai’s experience illustrated that successful local SEO extended beyond improving search rankings. It involved delivering accurate information, highlighting relevant services, understanding regional customer behaviour, and building trust at every digital interaction. By integrating these capabilities through RightChoice.ai, the company strengthened its competitive position and created a scalable foundation for continued digital growth, customer engagement, and retail expansion.