Laying in Wait
Patients waiting for an exam are a captive audience and ECPs are capitalizing on that factor. The majority—62 percent—of the Os have their waiting room in the dispensing area. This gives their patients an opportunity to do some optical browsing, displaying both product and educational materials, which allows them to learn more about the frames, lenses and other services offered by the practice.
Popular items displayed in the waiting room include brochures and educational materials (88 percent), posters and countercards of models in eyewear (69 percent), optical industry publications, such as 20/20, (64 percent) and actual product (34 percent).Only 4 percent used “other” display items, such as flat screen TVs, mirrors and plaques.
Product, Product, Product
As always, frame boards remain the most utilized means of displaying eyewear mostly for their capacity to showcase a large amount of product. Of the total number of frames displayed, 79.9 percent go on boards. Display cases were a distant second at 13.4 percent and only 1.7 percent of frames are displayed in store-front windows. “Other” items—including counters, tables, racks and stands—account for 5.1 percent of product placement.
When frames are displayed on those boards, the survey found it is most often categorized by gender (68.7 percent). Next up is sunwear (57.4 percent) followed by designer/brand names (49.7 percent), sport (29.7 percent) and color (11.3 percent).