ODMA Launches Digital Platform to Empower Independent Optometry Across Australia

The Optical Distributors and Manufacturers Association (ODMA) has unveiled LocalEyez, a new digital platform designed to give independent optometry practices across Australia greater visibility and stronger connections to their local communities.

Built within the LookBook AU network, LocalEyez serves as an interactive directory where practices can showcase services, highlight eyewear trends, and collect reviews -- providing an affordable way for small and regional operators to strengthen their online presence.

More than just a listing tool, LocalEyez integrates consumer focused content such as fashion inspiration and eye health education, alongside a practice finder and booking function. This creates a seamless journey from awareness to appointment, removing the traditional barriers of digital marketing for independents and helping them compete with larger retail chains.

ODMA positions LocalEyez as a catalyst for digital transformation in the sector. The platform aims to support local economies, build trust between consumers and providers, and enable practices to grow without heavy upfront investment. With expansion already underway, LocalEyez is set to become a vital channel for independent optometry, uniting consumer discovery with business growth in one streamlined experience.

AI and Virtual Try-On Technology Powering the Next Wave

Alongside platforms like LocalEyez, innovations such as FramesLibrary are redefining the eyewear experience. Developed by PlanetVA and Optical Near ME -- leaders in digital eyewear solutions since 2016 -- FramesLibrary uses advanced artificial intelligence (AI) to digitise frame catalogues, automate updates, and deliver one of the most in-demand tools in optical retail today: Virtual Try-On.

This technology enables clients to preview how different frames will look on their face instantly, from the comfort of home, while still benefitting from the expert fitting and service that only an eyecare professional can provide in-store. By making enterprise level AI and Virtual Try-On accessible through a turnkey software-as-a-service model, FramesLibrary removes the traditional barriers of cost and complexity for independent practices.

Already operating in North America with a select group of optical retailers, FramesLibrary has proven its ability to enhance client engagement and drive practice growth. While not yet available in Australia, the platform is expected to launch locally soon, giving independents the opportunity to combine the discovery power of LocalEyez with AI-driven Virtual Try-On -- creating a seamless digital to in-store eyewear journey.

LocalEyez can be accessed at: https://localeyez.lookbookau.com.au