Tasty, weekly nuggets of random goodness; tips, stories, and science hand-picked to help you find the most success in your optical retail business/career.
You have to be odd to be number one.
One of the most essential measures when it comes to running a brick-and-mortar store (Notice the word is store, not “practice” or “office”, because people just don’t pop into a doctor’s office for fun, curiosity or because they saw something cool in the window. They walk away as quickly as possible.) is getting foot traffic. The more traffic you generate translates into more opportunities for sales and customer engagement, which in turn leads to the main goal (ready for this one?) — increased revenues.
Still not convinced? Studies have shown that 70% of first-time sales happen because of the storefront curb appeal.
If people are walking by instead of stopping in to buy, it could simply be because you're focused on medical instead of retail. If that’s not the case but you are still struggling to get people in the door, here are some tips to help reverse the tide.
Get it? Gaudet? Good.
While the overwhelming majority of opticals are “beige” or “anything but fun”, Gaudet Optical, makers of fine eyewear from functional to outrageous, clearly does not suffer that affliction—nor do they worry about Costco. Gaudet does work that matters for people that care instead of average work for average people. Gaudet changes the way we think about eyewear. Gaudet is building culture. We need more Gaudets—not copies, mind you, but more stores with your unique brand of weirdness—lest we lose our world to Essiluxcostcoazon.
Ever thought of doing an optical pop-up? If done right, it’s a great way to get people thinking about buying glasses outside of the normal “prescription or exam” time. If it’s something you’ve considered, here are some pitfalls to avoid. https://medallionretail.com/pop-up-fails-4-crucial-pitfalls-to-avoid/
The Kids Aren’t (Always) Alright
Let’s face it, kids—or more often than not, kids’ parents—can sometimes be a pain in the ass. But if families happen to be an important part of your target market, then it’s best to have some idea(s) how to deal with difficult situations involving childrenbefore they arise.
Doctor My Eyes
For photography buffs or appreciators of all things art and eyes, here are some amazing images of the human eye, undoctored by Photoshop, formed entirely in-camera, using multiple exposures.
Video of the Week: Millimeters Matter
Measure twice and cut once. Learn from your mistakes. Better yet, learn from someone else’s. Millimeters can make the difference between a successful job and a piece of garbage.
Through the OpticianWorks free video lessons, Laramy-K Optical is making every effort to provide better and more accessible education for opticians everywhere, but we’re only able to do it with your support.
You can help keep it going in two ways:
Become a paid-member of OpticianWorks.com for access to the best in online optician training (The videos are only a small portion).
Or, even better, open a Laramy-K Optical lab account for the very best in independent uncut work and we'll throw in the OpticianWorks memberships for free! Your customers and your staff will thank you!
I hope you enjoyed this edition of Optical Retail Success.
Here’s to your success in this year and beyond.
Thanks for reading and sharing!