New Year, New Approach

When a new year begins, it brings reflection and a desire to create positive changes. In the year 2020, it is a natural fit to refocus the approach to selling eyeglasses. (See what I did there?)

Studies have shown 60% (or more) of the average ECPs revenue is driven through their dispensary. As we usher in a new decade, it is a great opportunity to reassess how you approach selling eyewear.

If your optical dispensary is considered the final step of the exam and eyeglasses primarily as a medical device, it becomes difficult to compete. With online options expanding and retail chain market share growing, how an independent ECP approaches selling eyewear is critical. The last decade brought many changes to how everyone shops, for everything. Retail is still thriving, but always evolving.

Are you ready to rock at optical retail? Here are some key questions to ask about your business.

• How does your office present eyewear? As an enhancement to your client’s lifestyle?
• Are you encouraging multiple pair purchases? Whether additional pairs to improve performance for specific activities or an enhancement to their wardrobe?
• Does your merchandising showcase your eyewear selection by telling a story?
• Have you invested in training and education your staff in product knowledge?
• Is customer service a priority, creating an experience the client enjoys? Are you creating an experience that creates repeat business and referrals?

As an optical retail, especially an independent retailer, you can carve out your niche and establish a thriving optical business. Let’s get ready to strategeyez for an amazing 2020 and beyond!