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?
Our digitally-amped world is shrinking. Events far beyond traditional borders are touching people and companies, and a courageous few are tackling the causes and effects of those events. They, in effect, have resurrected the John Donne missive (“No man is an island, entire of itself...Any man’s [loss] diminishes me because I am involved in mankind”) and transformed it into a 21st century mantra.
Opticians Association of America held their OAA Leadership conference in Charleston, SC, February 8-10, 2018. Imagine being in a general session, breakouts, and socializing with opticians, apprentice opticians, opticianry students, industry leaders, frame, lab and lens representatives from all over the country. Each year the OAA puts on an outstanding conference that allows for learning, connecting, and sharing together for the sole purpose of fostering opticianry.
Inside the New Testament Church of God in the mountain town of Burnt Savannah in Jamaica, a hundred or more adults, mostly seniors, and twenty school children waited patiently. The Pastor and the members of the church had prepared a list of who was to be seen by the team from the Eye Health Institute who were coming to examine and treat those with impaired vision.