You’d have to have been hiding under a rock somewhere if you haven’t yet discovered that there are some companies offering glasses for your patients to purchase online. (And at prices that are hard to compete with.) So, it’s here, people. The apocalypse that has long been predicted. But, I don’t think it is as scary as the nay-sayers think. I actually think the advent of online creates opportunities for human opticians to become great. So, while the internet is trying to pass itself off as an optician, what can actual opticians do to distinguish themselves?
In an age when brick and mortar must compete not just with internet but big box and other opticals, presentation is key to not only differentiating yourself from the competition, but providing patients with a pleasing ambiance and atmosphere to encourage browsing and purchasing. Done well, good presentation can lend generous dividends. In-store visual presentation is accountable for the majority of retail purchases, according to Joseph Weishar, author of The Aesthetics of Merchandise Presentation (2005, stmediagroup.com/stbooks). How, then, does an optical retail—especially one attempting to compete by offering patients the boutique experience—succeed through presentation?