TSO Network Update - July 2018

July 2018 z 21 or messy — that’s a negative mark on the consumer’s overall experience. For the optical retailer - focus on displays, point of purchase materials (less is more), your merchandise layout, lighting, colors, flooring — you get my drift. Visit any Warby Parker store and you’ll appreciate how they have approached optical retailing and … (don’t hate me for this) they’ve done a wonderful job at it. It’s the complete package and one of the reasons you’ll see at least 20 consumers wandering around trying on frames. It’s the total optical retail experience - the environment and the employees! There’s a hugely successful orthodontist practice in my area, and just walking in is an almost zen-like experience. The happy, professional greetings come from all corners. The wall behind the front desk is beautifully branded with professionally photographed and artfully mounted pictures of happy patients and the logo is backlit, very slick and professionally designed. As I walk back through the facility, windows are everywhere, the exam rooms are open and huge with the most modern equipment available. And, as if that’s not enough, they have a Starbucks set up in their office. Yes - they have a trained Barista who serves every coffee drink imaginable with espresso shots drawn from the same Starbucks equipment used in their stores (maybe its a subtle way of promoting teeth whitening). The drinks are FREE, but with each coffee dispensed a donation is made to a worthy cause - childhood cancer. Great cause and (not the reason for doing it), that endears your practice with the local community. You begin to see what a wonderful experience it is, even when considering the potential pain that comes from poking around your mouth. It’s an experience to remember, an experience to tell friends about, an experience to share on social media. Of course - the benefits achieved from designing a beautiful retail environment can disappear quickly if those who work in that environment aren’t up to the task of generating business through happy, professional engagements of every human being that walks though those doors. I can’t tell you how many times I’ve entered an optical office only to be greeted by rude front-desk employees, or worse — by no one at all. It seems the optician is too busy updating his/her Facebook page or sees me as just another annoying customer (who is probably armed with an iPhone). “Can I help you,” isn’t the most endearing greeting. “Welcome to Dr. Smiths, how may I help you” is friendlier and more welcoming. Subtle difference, huh? Think that doesn’t happen at your office? Think twice. Product As for the “product” part of successful retailing — I’ve spoken about this many times before but it bears repeating. If you’re selling the same products as your competition, you’re building a barrier to the differentiating factor that sets you apart. I’m not advocating that you ignore popular brands (like Ray Ban), I’m merely stating that those should not be what your dispensary is remembered for. “Sure we carry Ray Ban but we also have more interesting sun wear that feature lenses that are selectively tuned for many different lifestyles. We’re happy to demonstrate each of them for you.” Buy premium industry brands, the ones big boxes aren’t selling and, for gosh sakes — look into creating your own private-label brands. The opportunities for doing this have never been easier. I’m happy to help in that area as well - I design frames and work for several factories. Engagement First impressions are lasting and you only get one chance at making a good one. There’s a dilemma in that statement with respect to optical retail in 2018. Where exactly does that “first impression” occur — your store or your web site? Who cares? You need to work on both if you’re going to be successful at this game. Let’s first consider your digital door — the web site. Full disclosure — I also design optical web sites. A simple scan of many of the independent optical retail web sites and one can easily see why we’re losing on this battle front. Your site should be visually engaging the second it loads. After all were are in the business of vision. Here are some focal points you need to consider when reviewing your current site. Have others look at it and ask their honest opinion. Is it upto-date? Is it beautifully designed and (critical) does it work on mobile phones and tablet devices?