Crystal Clear

Are you ready to compete in a transparent business world?

By Amy Spiezio

Photography: Bill Diodato billdiodato.com

Hair/Makeup: Vassilis Kokkinidis

Model: Yulia Panina/Q Management

Transparency is a hot topic in the world of business. From software to product design, clarity in each step of the retail experience has been key to rebuilding consumer confidence and rebounding from the troubled economy.

According to a white paper from Microsoft, “Microsoft Dynamics for Retail,” it’s noted that retailers have to reach out in many ways, utilizing a multimedia approach to provide a complete shopping experience. “Consumers expect each point of engagement with a retailer to be connected, transparent, and consistent.”

Clarify your operations by considering the following transparency points.

THE PRODUCT

In this Warby Parker world, consumers expect to find a transparent company with stories behind products it offers. Whether it’s the history of the company’s name (WP is inspired by characters written by Jack Kerouak) or the feel good buy-a-pair-give-a-pair policy, this up-and-comer has tapped into the zeitgeist of consumers seeing through the standards of business and into its heart.

Does your practice have a back story? Are you telling it?

THE PRICING

For years, optical has struggled with the pricing question. Small, independent practices can’t compete with the economies of scale enjoyed by the larger chains.

With the advent of online shopping, the matter of pricing transparency just got more complicated. Showrooming—patients using dispensaries as a visual reference before buying online—is an ongoing concern for retailers (see sidebar, p 113).

“Ultimately…customers will be armed with prices from their competitors while they shop, including the low margin online-only retailers,” note retail solutions firm Lenati’s Martin Mehalchin, principal, and Aura Cook, senior consultant, in a recent blog entry.

Because shoppers can see so much pricing data and dispensers may not be able to beat the lowest prices out there, it’s time to shine the light on service, experience, and the other factors that make shopping at your optical worthwhile.

THE OMNIVERSE

Technology is at the heart of transparency in today’s business world. Thanks to über-connectivity, shoppers are smarter and more empowered to demand the best products and services. Shoppers can tap into an omniverse of buying options, from a local store to a global website.

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Looking Into Consumers

According to Microsoft’s white paper, “Microsoft Dynamics for Retail,” there are three points of contact to build transparent relationships in terms of communication with customers.

Personal. “The retailer knows who I am and deals with me as a person. [Its] product offering is exactly what I’m looking for, and I get individual attention and personalized offers.”

Seamless. “I can connect with the retailer wherever and whenever I want, on whatever device I prefer. Whether in-store or online, I get the same great experience. ”

Differentiated. “The retailer makes it easy for me to get what I want at a good price. [Its] people are helpful and efficient—they provide excellent customer service.”

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Dispensary Dilemma:

Showroomers

It’s impacting your business every day, but what exactly is showrooming?

According to the white paper “Aisle to Amazon: How Amazon is Impacting Brick-and-Mortar Retailers,” “The rapid adoption of smartphones as the default mobile device has coincided with the phenomenon known as ‘showrooming,’ where consumers browse items at brick-and-mortar retailers only to buy online at a lower price.”

In a ranking of issues surrounding pricing practices, a RetailWire Survey with IBM found that 21 percent of business owner respondents ranked “Pricing Transparency/Showrooming” as their number-one concern in terms of business impact.

How can you deal with showroomers? Experts suggest personalizing your services and products for added value.

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“The focus of the retail experience has expanded well beyond the walls of the physical store and now includes everything from the retailer’s website and call center to marketplaces and social networks—connected seamlessly as one experience. In other words, omni-channel retail simply is retail today,” the Microsoft Dynamics white paper reports.

The successful dispensary of the future is a transparent one, where patients can see though all sales channels to the products and services within. FB