How can one present high-quality camera lenses at the POS, up to date and convincingly, and enthuse customers? In order to support retailers and to ensure highest quality in sales conversations ZEISS developed an innovative solution: the first catalogue of lenses that is designed as an app. It is a total directory, display, argumentation aid and interactive product experience rolled into one. More than 12,000 photographies of ZEISS users of the Flickr community – sorted by lens and genre – are accessible in real time. Animations and side-by-side side-by-side comparisons make advantages and USPs of every single lens immediately visible. Also, new products, updates, offers and promotions can be placed in trade in real time.