USE THESE THREE TOOLS TO TELL A BRAND’S STORY TO YOUR CONSUMERS

WHEN PATIENTS shop for glasses in your optical retail space, large walls of frames can be intimidating. Often, they don’t know where to begin, as it is difficult to easily navigate through the many choices.

When merchandising is done well, it guides the consumer through the different brands to simplify the selection process. Telling the story of each brand is part of drawing consumers to a product, so they develop an emotional connection to it.

Here are three ways to do this in your office.

1 PROVIDE STAFF KNOWLEDGE

Create a notebook of each of your frame brands, including information that tells the story of that company. Learn what differentiates that brand of eyewear by talking to your frame representatives, reading the company’s website and attending industry shows, such as Vision Expo. Key points of this notebook are memorized by your optical staff members, so that they are able to effectively and intelligently tell the story of each brand. (For details on what should be in the notebook, read January’s “Optical” column http://bit.ly/2gYrPe9 .)

2 HANG PLAQUES

Advance the information presented by opticians with “story” plaques. These plaques provide more specific information about the frame line to your consumers by highlighting three or four interesting points. Place each plaque adjacent to the frame line within the optical.

The plaques are inexpensive and simple to make. (For details on how to do so, check out October 2015 “Optical” column, http://bit.ly/2gYKh6B .)

3 CREATE DIGITAL DISPLAYS

Digital content displays can also advance the brand’s story in a unique and eye-catching way. They also can be created on your own:

• Utilize images of the frames, perhaps lifestyle shots of the frames worn by fashionable models. Ask your frame representatives to provide you with these.
• Download the images to a presentation program, such as Keynote (Mac) or PowerPoint, and create six different slides by adding the story points.
• Export the slides as JPEG files to a USB drive, plug them into digital picture frames (about $50 to $75), and set them to cycle through a slide every five seconds. Ours have a built-in motion detectors, so the display is black until someone walks up to look at that collection.

In 30 seconds, the consumer can learn about the brand in an engaging and digital way.

PROVIDE THE INFORMATION

Today’s consumers get information online before and while shopping. Find ways to engage them in new and interesting ways, so they can learn why you have chosen the frames you have and how the frames are different than what they can get elsewhere. OM

DR. ZIEGLER is a senior partner at Ziegler & Leffingwell Eye care in Milwaukee, Wisc., and a fellow of the American Academy of Optometry. Email him at daveaziegler@gmail.com.