BUSINESS

  MERCHANDISING

PROMOTE YOUR SERVICES

HIGH-END FRAMES, CONTACT LENS ANNUAL SUPPLIES AND MEDICAL EYE CARE

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

Q: WHAT IS THE BEST WAY TO MERCHANDISE MY HIGH-END FRAMES?

A: Merchandising the optical is, arguably, one of the most important areas of one’s practice. The key steps to merchandising high-end optical frames is to: 1. highlight the product, 2. evaluate effectively for sales and 3. change it up.

For example, many of the most successful department stores, boutiques, etc., know that a great display becomes stale in its splendor, but showcasing or highlighting particular products must remain. A patient shouldn’t walk in to your office and see the exact same optical displays he or she did six months ago, even if those displays were well received. Experiment with different options. You never know what transformation will effectively sell a frame. Monitor sales of the frame line during the duration of the display, and compare to previous months and displays to see what works.

Q: WHAT IS THE MOST EFFECTIVE WAY TO MERCHANDISE AN ANNUAL CONTACT LENS SUPPLY?

A: Make this easy for patients. Perhaps one of the most recommended methods to accomplish increased annual sales is simply having the supply ready at check-out for patients, for example by displaying that inventory. Conversely, maintaining an inventory of contact lenses may not work for many practices, so being prepared for the sale is also of utmost value. Have a pricing sheet ready for the patient; use a distributor that allows you to ship the annual supply directly to the patient for free, and overall make it stress-free for that patient to purchase from you.

Also, prepare a policy for what happens if a prescription or brand change happens mid-year. For example, your office will exchange the patient’s ordered supply for a new one of equal value, no questions asked.

Q: HOW DO I MERCHANDISE MEDICAL EYE CARE?

A: Education from the chair, of course, is essential. But consider subtle displays that show medical-based products for sale at the office. This makes the patient aware that you offer more than just “the usual.”

One quiet, but effective tact could be to include handouts with the sale of the aforementioned contact lenses that can advise a patient what to do in the event of a red or dry eye.

Another could be to provide patients with screening options, such as retinal pictures or OCT. Mention these screenings during comprehensive exams as a way to protect your patient’s vision. The screenings may illustrate further risk for eye disease and lead to more medical-based appointments.

For more ideas here, please reference February’s column “Present the Medical” (tinyurl.com/OMFebWesley).

MAKE OFFERINGS KNOWN

Merchandising goes beyond the typical product-based ideas we are so used to thinking of. Whatever it is you want to merchandise, make it known, make it available, and continually challenge yourself to make it better. OM

Questions are based on reader responses to an Optometric Management online survey, which closed on Dec. 20.

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.