THE OPTICAL

  customer service

Is Your Optical Consumer Friendly?

Answer these questions to determine whether you have the five keys to success

ELAINE HAPP, O.D., MONTICELLO, MINN.

We all know what it means to be friendly, but being “consumer friendly” is a totally different ball game. There are several facets of our practice, when added together, that create an environment where our patients feel comfortable and in the mood to purchase eyewear from us.

To determine whether or not your optical is “consumer friendly,” answer the following five questions.

1 Does your optical environment please the senses?

After a recent visit to the Mall of America, I noticed how I was drawn into stores that had attractive displays, appropriate lighting, great music and pleasing scents. These attributes made me stay to shop. You can achieve this with your optical with the following:

• Attractive displays. Displays have the most positive impact on consumers when they are kept uncluttered and changed often. Take a closer look at your displays. Are there too many choices? Is it overwhelming? Can you get a good look at each frame? You may want to cut down on inventory to make your display more appealing. In terms of changing frame displays, our opticians change our displays every three months and take turns being in charge of the display, so the optical provides a fresh perspective for the consumer at each visit.

• Appropriate lighting. Are you providing lighting that makes the consumer comfortable, while adequately showcasing your products? Our practice’s optical has a high, open ceiling where you can look up and see the ductwork. We have some track lighting that we’ve lowered from the ceiling with soft light that we can direct at the displays.

• Music. I am a fan of having music in the background. Several studies have shown that music can drive a sale. In our practice’s optical, we play SiriusXM Radio, and it’s fun to see someone trying on frames while tapping his or her toe to the music.

• Pleasing scent. The way your optical smells can also affect the likelihood of a sale. So many feelings are associated with certain smells, so don’t overlook this small detail. Several companies specialize in scents. In fact, we just started using an essential oil diffuser in our office to create a relaxing feeling.

2 Does your optical provide “value”?

In the optical, “value” is defined as offering good quality products at a reasonable price. Keep in mind that most consumers are willing to pay more if they feel they are getting above-average service and products. To start, it’s important to have enough opticians on hand to help consumers when they enter the optical. To determine the right amount of opticians, keep in mind that roughly 23% of your expenses should be staff related. We run a little higher than that because we don’t mind paying a bit more for better customer service and less wait time.

That said, being properly staffed won’t make a difference if they aren’t friendly and knowledgeable about the products you offer. This is one reason our practice stays ahead of online retailers: Our opticians work with consumers to help them make the best decision.

In terms of the products we offer, my opticians and I have the same philosophy: “Offer frames and lenses that we are proud to associate with the practice.” As a result, we offer products the consumer associates with quality in a variety of price points. In addition, we offer some unique items because, though we may not sell a lot of them, they create curiosity and word-of-mouth referrals about the optical.

Finally, consumers perceive value through those little extras, such as warranties. In our practice’s optical, we provide a two-year warranty on designer frames. Specifically, if such a frame has a manufacturer’s defect, we cover it. Also, if the consumer purchases anti-glare and scratch-protected lenses, and they’re dissatisfied with the lenses, we’ll replace them one time for free.

Displays that are uncluttered and changed often have a positive impact on consumers. Check out Uptown Eye Care’s optical.

3 Does your optical offer amenities?

Another way to be “consumer friendly” is to offer amenities in the optical. An example is Wi-Fi, as most people don’t go two minutes without checking e-mail or Facebook. We also offer bottled water, coffee and a candy jar. Plus, we have a play area to keep children occupied while parents are looking at frames. You may even want to consider a dog water dish if you live in an especially dog-friendly city. All these amenities enhance the consumer’s experience with your optical.

4 Do your opticians follow up with consumers?

After the consumer has his or her glasses for a week or two, your opticians should call to ask, “How’s it is going with the new glasses?” And say, “Thank you for choosing our office.” This courtesy not only sends the message to the consumer that you genuinely care about him or her, which is appreciated, it also helps to cut down on those dreaded words, “These glasses have never worked for me,” if, indeed, the consumer has a problem with the spectacles. In other words, we invite the consumer to return if he or she is unhappy.

5 Do you pay attention to consumer feedback on social media?

To ensure the experience in your optical is favorable, and to make changes where necessary, you must stay on top of online reviews. To do this, conduct an online search for your practice’s name. The consumer of today is savvy and educated. In other words, the consumer has probably “Googled,” “Yelped,” “Facebooked” and “Tweeted” about your practice and optical to determine whether he or she wants to visit. Take the time to make a great online impression.

How did you do?

If you answered “Yes” to all five questions, your optical is, indeed, “consumer friendly.” If you answered “No” to some, it could be something to bring up at your next office meeting. I believe what separates independent optical shops from online sales is the experience and the relationships made while in our office. We must give consumers a great experience so they not only come back, but they tell their family and friends. OM

Dr. Happ practices at Uptown Eye Care in Monticello, Minn., a Vision Source practice. She has been featured in several trade magazines for her office design and cutting-edge equipment. E-mail her at ehapp@uptowneyecare.com, or visit tinyurl.com/OMcomment to comment on this article.