merchandising

Spruce Up Your Optical

A stunning presentation can have a significant impact on your revenue.

GINA M. WESLEY, O.D., M.S., F.A.A.O.

The sales in optical are often the primary, if not the leading, generator of revenue in many eye care practices. But, have you really looked at your optical lately? Does your point-of-sale serve to only point out out-of-date displays? Patients may not know that your frame lines are managed well by your opticians and staff if your displays are old, worn and possibly a little dusty.

Merchandising this particular area effectively is crucial to bottom line profits, and improving sales only marginally by stunning presentation can have a significant impact on revenue.

Modernize displays.

The first item: Is the optical updated, or has it been 10+ years since anything has changed? Step back. Would you be drawn to the merchandise in your displays? Depending on your answers to these questions, you could opt to drastically overhaul the décor and look of the optical, although that can be quite expensive.

Quite possibly, a good cleaning, a rearrangement and maybe adding/changing a new display piece or several pieces is all that’s needed to transform your optical and create a new look. Painting the walls and even changing out the dispensing/sale tables and areas can also add a new dimension.

Light it up.

Lighting is another vital component in showcasing all your frame lines and optical merchandise. Both display and overhead lighting can highlight frames and the details that go into each design, but lighting can also be used to showcase specific frame lines that may not otherwise initially stand out to browsers. The newest in energy-efficient LED lighting can give off a great light that doesn’t heat up like older halogen-type bulbs. Although the investment upfront for LED bulbs may be slightly more expensive, the savings in energy costs over time as well as improvement in displays (and hopefully sales) will quickly pay back those front-end investments.

Mix up your frame displays.

Do you have row after row of frames displayed on a wall-type background? Try to mix up the texture and physicality of the groupings of frames with shelving, mirrors or even wall hangings that can serve a dual purpose of both décor and display. Use unique objects to prop frames, such as vintage high heels for an upscale women’s line or pieces of driftwood for men’s frames. Other objects that can be incorporated to add an element of interest include glass bowls or jewelry props that serve to showcase your alternate optical paraphernalia. Don’t forget that eyeglass chains, cases, fit overs, cleaners, tool kits, magnet pins, OTC readers, etc., are items our patients may need and can also add to the overall look of your optical.

The bottom line

Don’t ignore one of the greatest profit centers of your business. Simple changes can spruce up the look and feel of this retail space, bringing more dollars and positive experiences to your office. OM

DR. WESLEY PRACTICES AT COMPLETE EYE CARE OF MEDINA, WHICH SHE OPENED IN 2008. SHE WAS HONORED WITH MINNESOTA’S YOUNG OPTOMETRIST OF THE YEAR IN 2011. E-MAIL DRWESLEY@CECOFMEDINA.COM, OR SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.