Optician Success 67
Weekly nuggets of random goodness, hand-picked to complement the OpticianWorks Ultimate Guide to Becoming a Rock Star Optician; tips, stories, and science helping you focus on getting the most from your optician business/career.
The Next Revolution?
VM published an article this month about a presentation given a VisionExpo West this year on “reinvisioning the shopper’s experience through digital tech.”
[Eyemart Express’] next step in its effort to exceed customer expectations is via the launch this week of its e-commerce channel, which Barnes said will enable existing Eyemart Express customers to choose the way in which they want to interact with Eyemart Express. “This will be phase one of a multi-phase project,” he said, noting that he believes the online channel will shorten the current purchase cycle. “We shouldn’t be afraid of online. We should embrace online and just make it another convenient avenue for our customers to shop.”
While e-commerce may be the right next step for Eyemart Express, frankly, I think it’s bad advice for the majority of local optical retailers. Not that I have anything against either but, e-commerce and wowing the customer with “digital technology” are probably the last things you want to focus on.
While Amazon, is in fact “killing it”, you are not and will never be Amazon.
Obviously, you still need to nail your online presence. Most of your customers get their first impressions of you there. You need be in the social spaces and nurture your online reviews like they’re your babies.
But before going further into “digital tech”, go all-in on your strengths, not your weaknesses. In other words, master the physical. Everyone is looking for ways to use “digital tech” to improve their customer experience when the “real” and the tactile are what will truly help you stand apart in your market. It may not be as sexy or exciting. And it certainly won’t be a quick and easy fix. But, real and tactile will help you tell your story, connect with your community, and build a culture—far more so than “digital tech.”
Just Do It
With vast amounts of open space encouraging customers to explore and play, Nike SoHo has forgone the idea of cramming merchandise into tight spaces across arrays of boring shelving, to instead provide their customers with real and tactile experiences.
Museum-like displays call back to Nike’s heritage and tell a story. Indoor courts and fields provide real-world testing grounds. Customizable t-shirts and shoes encourage customers not only to stay longer but to take away something that will surely become a conversation starter.
It’s not about giving your customers more to buy, it’s about giving them more to do.
If you start each day with the idea that your job is to tolerate idiots and malcontents, it’s likely that’s exactly what you’ll do. Afterwards, you’ll go home, complain, look for an escape, only to do it all over again the next day, playing out your own sad version of Bill Murray’s role in Groundhog Day.
On the other hand, if you approach each day with generosity, looking to do your best work for people that need help (even if they’re not always nice), and trying to do it better than the day before
you’ll change lives
not only others, but your own.
We hear a lot about authenticity in business, particularly in retail. But, what exactly does that mean?
For me, it's not "do what you feel like doing," because that's unlikely to be useful.
You might feel like hanging out on the beach, telling off your boss or generally making nothing much of value. Authenticity as an impulse is hardly something to aspire to.
It's not, "say whatever is on your mind," either.
Instead, I define it as, "consistent emotional labor."
We call a brand or a person authentic when they're consistent when they act the same way whether or not someone is looking. Someone is authentic when their actions are in alignment with what they promise.
Showing up as a pro.
Even when you don't feel like it.
Especially when you don't.
Never Let It Rest
The best (i.e. rockstars) don’t worry about being the best; they worry about being the best at getting better.
You Are What You Read
The information that you put into your mind informs your thinking patterns, influences your decisions, the work you produce, the interactions you have, and how you see the world.
Video Of The Week - Calculating Resultant Prism
This week we field a question posted on our Facebook page about verifying a job with resultant prism. Unlike simple prism problems that we solve with Prentice’s Formula, calculating resultant prism requires new formulas. Yes, you can just use the chart, but what fun is that when you can use trigonometry?!
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I hope you enjoyed this issue of Optician Success.
Until next time,
Thanks for reading and sharing!