BUSINESS

  merchandising

Increase Sales in Your Optical

With these three ideas, any practice can improve how it merchandises

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

Articles about merchandising your optical probably number more than many other practice management topics combined. Where do you begin? Theories abound regarding numbers of frames (low to minimize inventory or high to create choice?), displays (by gender or by collection or by use?) and approach to selling (show by frame line or colors of interest or frame materials?).

I think the answers depend on your location, practice size, patient demographics and how you brand your practice. Professionals specialize in these focus areas, so in this article, I would like to advocate three ways anyone in any optical can improve how they merchandise their products.

1 Examine how you display.

If your patient days are like mine, time in the optical sometimes is little more than a fleeting minute as you greet or transition a patient during the in-office experience. Because of this, it’s easy for me to assume all is well with displays and merchandising.

However, I invite you to stand before your frame displays. Really look. Ask, “Am I drawn to this frame collection? Do I want to pick up this frame? Am I aware of what makes this frame stand out?” I think we’ve all been victim to the “wall of frames” style of merchandising. Although it’s extremely functional to display a large number of frames, it does not showcase the temple or profile of a frame, which is often its selling point.

Additionally, I will never forget the reaction when we transitioned from a cabinet with a “wall” style of presentation to attractive shelving that created a 3-D showcase for our sunglasses. We did not purchase more inventory, but patients commented again and again about our expanded sunglass collection. Take a look and adjust.

2 Create a feature wall.

This has been a big hit. Our feature wall highlights our frame line of the month, or color of the month or whatever we feel like emphasizing. It’s near the optical staging area, right off the front desk, so patients see it right away. It’s also visible from the passerby traffic, especially at night because of how we light it.

We feature the wall in our monthly e-newsletter. It’s a point of conversation and can really boost sales and help promote new frame lines. If you don’t have a wall, make a shelf, nook or table your “special” area.

3 Pay attention to flow.

If there is a natural path patients tend to make as they walk through your optical, set up your displays so that patients first see the array of products you want them to buy first and foremost. This way, there are no distractions and time wasted on the frames you would rather sell as a last resort (budget or economy lines, for instance, or discontinued frames). If you WANT patients to know their economy options up front, set up the optical so they see those right away. Merchandise the products you want to sell the most. Retailers do this — our opticals shouldn’t be any different.

We all know the impact merchandising can have on selling more products or just simply making our offices a pleasant place to browse. Through the past several months, my opticians have focused on our frame lines and merchandising. Our increased sales prove how much this really matters. Merchandise away! OM

DR. WESLEY PRACTICES AT COMPLETE EYE CARE OF MEDINA, A VISION SOURCE FRANCHISE SHE OPENED IN 2008. SHE WAS HONORED AS MINNESOTA’S 2011 O.D. OF THE YEAR. E-MAIL HER AT DRWESLEY@CECOFMEDINA.COM, OR COMMENT AT TINYURL.COM/OMCOMMENT.