Optical Retail Success 132
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.
Comparing the best example from our tribe with the worst one from the other tribe.
We do it all the time, and it hurts.
It hurts our ability to connect, and it hurts those we so easily dismiss.
Our job is to connect to people, to interact with them in a way that leaves them better we found them, more able to get where they’d like to go.
The Optics of Loyalty
In a retail landscape where customers are overwhelmed by choices—where to shop, how to shop, which brands to shop—loyalty is more important than ever. It's not just about the sheer number of competitors, though. The convenience of retailers like Warby Parker, Zenni, Costco, and Walmart puts additional pressure on the rest of the field to provide not only a unique experience, but also rewards that make it worthwhile for customers to stick around.
Popular in the 80’s and 90’s, the idea of Guerrilla Marketing—techniques that mostly play on the element of surprise, setting out to catch people unexpectedly in the course of their daily routines and environments—has never been more relevant, particularly for unique, independent brick and mortar opticals looking to gain an edge over corporate giants.
A Recipe for Grit
All of us have changes we’d like to make in our lives, whether they be in our jobs, diet, fitness, relationships, or something else. We’ve all had the experience of trying to implement those changes, maybe finding some limited success, but eventually falling back into our old ways. Most of us attribute our “failure” to a lack of mental strength or willpower, which often then becomes the excuse for not even trying. The reality of why we fail, however, is actually quite different and perhaps (not easy, but) easier to overcome than you might think.
Are You Experienced?
These days in brick-and-mortar retail circles, it seems all anyone can talk about [including me] is experiential retail. Immersive, interactive, enhanced—these are all adjectives that get tossed around when talking about what the store of the future today needs to look and feel like.
"People came to our stores just to take Instagram pictures," Cuizon said. That's a statement that most store designers are dying to hear about their concepts. But there's a fine line when it comes to creating a space that will inspire social media sharing organically and one that comes off to millennials and Gen Zers as forced, inauthentic and worst of all — lame.
Spend Money to Make Money
If it’s true for retail, it’s doubly true for retail optical: Retail’s Big Mistake: Slashing Payroll Cuts into Profits
OpticianWorks Video Of The Week - SECS Ed 101(b)
Premium AR coatings can be so slick that the blocking pads have trouble holding on to the lens surface in the edger. Here is a reboot video (one of my favorite edits) that includes a couple new tips to help you prevent AR slipping problems.
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!