BUSINESS

  MERCHANDISING

PAY ATTENTION TO YOUR OPTICAL

FOLLOW THESE TIPS TO ENSURE YOUR OPTICAL IS A FOCAL POINT

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

FOR MANY of us in practice, our optical is the source of a large percentage, if not the majority, of a practice’s income. Therefore, it would beg to be paid constant attention by doctors, managers, opticians and staff in general. But I’ve heard many doctors sheepishly admit to knowing limited details about their opticals.

I’m a huge fan of making sure your practice excels in a variety of areas, including medical care. But, appropriately merchandising your optical could arguably be the most lucrative time you spend on a task on any given day.

Here are some ideas for freshening your optical awareness and product placement in your own practice:

KNOW YOUR FRAME LINES

Really know them. Conviction makes life easier in so many ways, and knowing the product you sell turns your patients into believers.

Tapping into that emotional connection makes patients feel good about their purchases. The knowledge that the hinge on their glasses is specially designed and has 20 different patents for its spectacular function appeals to that durable engineer-type. Eco-friendly materials that are sustainable, making the temples of that pair of glasses one-of-a-kind is a story that will draw in many patients.

Bring in a frame rep every month who can educate you and your staff about features of a frame line in the office. Become experts and increase sales with stories.

WATCH FOR “DEAD ZONES”

We all have them. They are areas in our optical where frames gather dust. Inexplicably, the same frame line that flew off the shelf last month will stagnate in this “dead zone.” I’m not saying don’t use this zone, but, perhaps, be aware of it and re-purpose it. Specifically, make it a destination that forces the patient to take a look.

As always, move those eyewear products around. The last thing you want is to create a new “dead zone” simply because the area never changes.

USE SOCIAL MEDIA

Don’t just use social media to showcase what you have in your optical, use it to get new ideas. Pinterest is the savior of merchandising. The site contains literally thousands of ideas to be had, in picture-perfect form, that lay out various new ways to merchandise your eyewear.

Namaste to those of you who have the time to post these lovely pictures. We appreciate your willingness to share your creative genius.

GET STARTED

Simply pay attention to some of the small, visual details of the products you sell, or delegate this very important job to a creative team member.

Your optical has the potential to be stunning. Now, if you’ll excuse me, I have some boards — on Pinterest — that I need to attend to. OM

DR. WESLEY practices at Complete Eye Care of Medina, a Vision Source practice, which she opened in 2008. She was honored as Minnesota’s Optometrist of the Year in 2011. Email drwesley@cecofmedina.com, or visit tinyurl.com/OMcomment to comment on this article.