Big Impact, Small Budget

Quick dispensary design fixes that will wow customers without breaking the bank

By Erinn Morgan

Can you really get a fresh look without investing a fortune? Many design industry experts say “yes” and suggest that now—in a tough economy—is actually the best time to invest in an updated look. “The economy is definitely slowing everyone down, but many ECPs are now looking at their optical in a different way as it is typically 50 percent of their income,” says Andrew Fader, director of marketing at Eye Designs, a design and display company in Collegeville, Pa. “Many are looking at investing in themselves through design fixes, upgrades, and even remodels instead of putting their money in the stock market.”

There is no question that the dispensary is the most visible part of any office and is typically the area that makes the first and last impression. That's why now might just be the best time to invest a small amount of money in freshening your look. “In today's market, if your office is not up-to-date, you are likely chasing people away,” says Dan Sloan, a designer at Fashion Optical Displays, a display and design firm in Paradise, Calif.

There are many simple, quick fixes that can make a world of difference in enhancing your image that range from cost-free up to $500.

“There are a number of inexpensive ways to update your look,” says Jamie Van Duinen, sales director at Illusion Optical Display in Grand Rapids, Mich. “We see dispensers doing everything from choosing to buy wall mounts instead of full cabinets to reducing the size of the dispensing tables they purchase.”

Whichever route you choose to go, one key concept to embrace when choosing fixes for your dispensary or office is to install updates that will stand the test of time and tie in well with your current look.

“It's really important to make changes that are more long term. Don't lose the big picture because of a small pocketbook,” advises Margaret Furman of Magic Design, a display and design company in San Francisco. Here, we outline simple suggestions in various price ranges.

THE SIMPLE THINGS ARE FREE

Some of the most effective fixes for your dispensary's look are cost-free. One highly recommended effort is to declutter. “You can quickly spruce up that area by removing clutter like old P.O.P.,” says Sloan. “Frame reps often come in with P.O.P., and ECPs put it up, but it can all just become visual noise.”

Dispensers can also make sure their frame displays are clean and sparkling. “People are doing a little bit more work in the dispensary to keep it clean and fresh by reorganizing and changing displays up,” says Dacie Lewis, owner of Bright Display, a design and display firm in Mesa, Ariz.

“If your displays are fresh, this has a psychological impact on how you interact with customers and you pass on those good vibes,” she notes.

$100 OR LESS

The most impactful fix for ECPs looking to spend a minimal amount is a fresh coat of paint. “You could paint a single focal wall effectively for under $100,” says Sloan.

Furman adds that the wall behind the reception counter is an excellent place to make a accent color splash.

Another inexpensive sub-$100 fix is to check your lighting and replace any bulbs that are old dingy, or broken. Also, make sure all the bulbs are pointed in the right direction for optimal product impact.

Dispensers can also freshen their fitting spaces inexpensively by replacing any damaged table mirrors.

$250 OR LESS

Got $250 to burn? A little extra investment can go a long way in your office. “Analyze your lighting and invest in energy-efficient, color-corrective fluorescent fixtures where necessary,” says Sloan.

For under $250, you can replace a lot of your bulbs with fluorescents that provide even, ambient light.

Magic Design's Furman suggests adding your business's name on the wall behind the reception desk using metal-faced stick-on letters, which are available in gold silver, and copper.

Finally, a fresh display area could really give a boost to your look. Many display companies offer affordable packages.

For example, there are display unit packages starting under $200 that showcase over 30 frames.

In addition, simple glass shelves, which can be cut by a local glass supplier and hung with conventional brackets, and glass cubes can also set the stage for a fresh display area.

$500 OR LESS

If you are willing to invest up to $500 in your office and/or dispensary's updated look, there are several innovative ways to make an impact. One is to invest in setting up a new, specific frame category area of focus.

“We are noticing people redoing sections of their dispensary that allow them to create a slightly different product focus that is either more toward the high end or sunglass arenas,” says Jan Ennis, president of Ennco Display Systems, a display and design firm in Redmond Wash.

A high-end sunglass or lens center can inform and excite customers. “A lens center can help to better educate and inform patients on things like AR, polycarbonate, scratch coating, and other upgrades with little expense, but it's a huge profit center,” says Sloan.

Another simple fix in the $500 range is to pump up the volume in your waiting area with a trio of new, modern chairs. “Chairs act as a décor element that speaks loudly in your office,” says Furman.

Ennis also suggests that $500 can buy both a pedestal display and a fresh coat of paint. The display fixture can be purchased at interior design-oriented retailers and also via companies that sell store display fixtures. “It's easy—just uncrate it and plug it in,” says Lewis. “Or, for more impact, place it in your window.”

Simple, inexpensive fixes to your office and dispensary will go a long way in today's economy to appeal to customers' senses.

Just pick the level that is right for you and get started on the road to a fresh look. EB