I have to admit, for a large chunk of my opticianry career, I did not devote enough attention to how ophthalmic eyeglass frames are designed, produced, their material make-up, or the company behind the product. My husband is an engineer by profession, and the way he would hold a frame and examine the hinges, the mechanics, the design, sparked an interest in me. To learn more, I took the CE Why You Should Know How Frames Are Made, where I discovered the complexity and artistry involved in making quality frames.
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?