BOOST YOUR PRACTICE BY REINVENTING ITS RETAIL SPACE

AS THE RETAIL side of the practice represents the theme of this issue of Optometric Management, it’s fitting to take a moment to acknowledge the trends shaping consumer/patient behavior today. Take online reviews, for example. A 2017 survey of more than 1,000 consumers, from Brightlocal.com, a company focused on SEO, reports that 97% of consumers read online reviews for local businesses. The Pew Research Institute offers a more conservative, but no less compelling figure: In 2016, 84% of U.S. adults used online reviews at least some of the time.

Such numbers suggest a benefit for those practices that have a system for managing online reviews.

PLANNING FOR TODAY AND TOMORROW

In a highly competitive retail environment, it’s vital to take advantage of trends in the marketplace. For instance, Chief Optometric Editor Scot Morris, O.D., presents a new perspective with his “consultative” approach to eyewear in “O.D. to O.D.” (p.2).

Dave Ziegler, O.D., explains how to take advantage of the trend toward experience shopping in “Optical Space of the Future” (p.14). “Retail is changing at light speed,” he reminds readers, as he provides advice on optical design, furnishings, lighting, displays and more.

Practices can take advantage of the “huge opportunity to shine and advise on eyewear fashion styles,” writes optician and image consultant Wendy Buchanan in “Get Beyond Function” (p.26). Ms. Buchanan explains how to provide patients with a “rocking” pair of glasses that will lead to increased patient loyalty, referrals and optical sales.

That “rocking” pair of glasses needs lenses that provide clear vision and performance. Recommending premium ophthalmic technologies, such as no-glare lenses and UV protection, “can improve both your patients’ vision and their perception of your skill,” notes Pete Hanlin, A.B.O.M, in “Present Premium Lens Technology,” (P.18).

A successful practice must properly manage the inventory in its optical, “one of the top three investments you will incur at your practice,” write Jay Binkowitz and Yvonne Pelkey in “Manage Your Frame Boards” (p.22). The authors offer an analytical approach to planning, frame selection and pricing decisions. OM