If your practice is experiencing a low optical capture rate, it could be because you haven’t spent enough time organizing your frame displays and selection. Display merchandising is very important in keeping your frame sales up. Effective frame displays engage your customers to make a purchase and allow you to inject personality to set your practice apart from the competition.
However, not all of us have a trained eye for design and your practice might not have the budget to hire a professional service to revamp your practice space. Here are two quick tips on visual merchandising to boost your eyecare practice marketing today.
Eyecare Practice Marketing Tips on Eyewear Display
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There are a couple of ways you can organize your frame selection. Common ways include organizing by style, gender, age, and brands. A fun way to help your customers pick out a style is by featuring a section of your display on popular or best-selling frames. Keeping up with current trends is important when purchasing your frames and you can pick a frame or two that is expected to be trendy this season to feature.
Don't forget, sunglasses can also be a featured item. Most patients come in for glasses, but sunglasses aren’t just side sales. A great way to promote sunglasses is to create a sunglass boutique area in one corner of your dispensary to catch the attention of customers. Use wood flooring or other complementary floor treatment to set apart this boutique from the rest of your products.
Security
Name brand eyewear can get expensive and can be an easy target for shoplifters. When displaying your eyewear, you want to organize it in a way that prevents shoplifting. Some practices are not fans of a lock display because it looks uninviting and might take the opticians too much time locking and unlocking the case whenever a patient wants to try something on. An alternative is to simply put expensive eyewear closer to the front desk where your receptionist is always stationed and can keep an eye out on patients browsing through eyewear. Also, your front desk staff can promote sales more easily if they notice a customer browsing the name-brand products.
So you think you’re ready to start reorganizing your eyewear display? Here are a couple of Pinterest boards that might give you a little inspiration. Feel free to check out the following boards:
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Editor's Note: This post was originally published on January 29, 2015. It has been updated for relevance and richness of content on July 13, 2021.