Display and window designs are called “silent sales people” in the retail world and they are used to communicate a message, form a visual image of a business, “invite” patients in and call attention to eyewear and other products. Looking outside our industry we know that well designed displays and windows propel sales. It is more than worth the time and investment to create optical displays that have an impact and draw patients into your dispensary.
For most of us, walking into work, even driving to work, becomes a habit. We go through the motions but don’t always pay attention, taking it all for granted. Unfortunately, when we do that, we often miss the subtle changes that over time may become more significant.
Your optical provides a stage to show patients what is new and exciting in eyewear. In my office, we added a showcase wall to place a focus on just that. By featuring a new product or optical frame line every month, we create differentiation and educational opportunities for our patients. Our patients have become accustomed to seeing something new and different every time they come to the office, so it serves as a great merchandising area and marketing strategy.
Great! You’ve put some frames in your windows. Maybe a little plastic foliage in spring and summer, maybe some Christmas lights during the holidays, but now that you want to step up your game (and your business!) you need to put a little extra effort into your display elements.
Last year was not a great one for us in second-pair sales, but this year is shaping up as a much stronger year in this area. What made the difference is that we applied a winning growth strategy and made a team commitment to continuously work to maintain progress.