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?
I’m technically cheating with this entry in “Adventures in Eavesdropping,” since there technically wasn’t any eavesdropping involved, but it’s a continuation of the observations I’ve made in that miniseries. I recently discovered an absolutely charming little street near where I live in Texas that used to be a residential neighborhood, but whose houses have been converted into small businesses.