By Marge Axelrad: Editorial Director
It’s been a couple of years of tough going for the economy. Consumers are spending, but still warily.
Helping consumers in their decisionmaking process is both an art and science. It takes training and time to make it work in a way that is true to a retailer or dispenser’s philosophy about selecting lines and presenting them as choices to consusmers.
What VM’s been hearing from some optical retailers, those who are finding ways to realize sales increases in this difficult climate, is that customers are asking more questions before they make a choice and are responding to information about products in new ways.
We’re in the midst of many mindset shifts on the part of customers and patients. High fashion flash for the sake of flash and status labels for the sake of status are not the motivators they once were in the heyday of 8 percent to 10 percent sales increases and steady up spending.
But eyewear style is still a priority and appreciation for heritage, aesthetics, fabrication and details (materials, technology, construction) are in a crescendo—at many price points and for customers of all income levels. The concept of community, friends and social groups is also growing and people are increasingly talking to each other about the things that they bought, and where they purchased them.
What do they share? What’s the story they take away about this item, this product, this technology, this brand? We present the concept of “Telling Stories” in our Cover Story this month. We encourage you to consider this reorientation of explaining and demonstrating the great eyewear brands and products offered in your dispensary through your staff, your recommendations and your commitment to good vision and looking good. ■ ■
