FUTURE FOCUS: RETAIL TRENDS

10 Need–to-Know Retail Trends for 2015

Are you ready for the latest looks and likes of today’s consumers? Here’s a quick guide to what will make them tick next year

BY TRAVIS J. REED

From buying with a conscience to buying online, 2015’s consumers will be seeking new shopping experiences. Consider the following as you plan for your future in terms of retail.

Baby Boomers Turn 70!

They have disposable income and are ready to spend, but will expect you to meet their special needs when it comes to lenses, frame styles, insurance, price, and customer service. Advertising to this massive market is a great idea this year as baby boomers don’t shop online nearly as much as any other generation. They prefer brick and mortar stores, and they like being taken care of and someone remembering their name. Give them coffee and a treat, don’t rush the process, and encourage a second pair for emergencies as they tend to focus on planning ahead and responsibility.

Social Responsibility Is Becoming An”Obsession”

Get ahead of the curve and start to ask at the shows if the brands you carry currently and those that you want to carry are green or recycle any materials. Many do not but some do, and others might have certain lines that do or just certain pieces. This is a motivator for many to purchase and a feel-good factor that encourages buyers to spend more, even if the quality is the same as a lower-priced pair by a higher-end brand with a similar look.

Advertise that a portion of revenue from a certain brand or style each month goes back to your community or a charity of your choice (or let patients choose via a poll). Or, donate a flat percentage of profits annually and do all that you can to boost that and encourage donations from your customers as well. Do an event at least twice a year for this charity or your community alone that is not about profits but truly about giving back. This is a great team-building exercise, a group feel-good opportunity, a break from a regular work day, and a massive lift to your brand image.

Pop-Up Shops

When the economy fell out from under us many small businesses lost their stores and that left vacant spaces in malls and downtown streets in cities all over. The owners of those spaces want the leases signed, and if that can’t happen they will be happy to lease the venue to you for a long weekend or a week for a temporary shop to show potential tenants the space’s potential. Use this as leverage to drive down the price—many get the space for free and just pay a cleaning fee and use their own insurance and advertising.

Another method is to “pop up” in a retailer’s store nearby. Perhaps a local handbag boutique will clear out a corner for you to do a table presentation, just like a vendor would do in your space with their full line at a trunk show.

Social Media Is Expected But It Takes More Than Bragging

Giveaways on social media keep people interested. Post a picture on Instagram of new products, create a trend board on Pinterest that shows celebs in movies and real life wearing frames that you sell, and then use Facebook and Twitter to hold a contest where customers can come in and try eyewear on, post an image of themselves on their account, and tag themselves at your location with a key phrase.

Randomly select a winner and give them a great discount or a free pair of glasses. If you give away something inexpensive, then do this often. Otherwise, budget for this and do it quarterly or biannually and make it something exciting that people will buzz about online, like a hefty gift card, airfare, a trip, a designer handbag, or another significant prize.

The “Unnecessary” Fees Are Over

Build all your costs into the pricing of your frames and lenses. Do not charge for things like shipping if you do online orders. Reduce any fees you can, such as lens treatments, when possible because the world of Amazon Prime and Google Express (like Prime but $95 a year for unlimited overnight or same day deliveries) has made add-on costs intolerable to many unless it is a one-time occurrence for a really great package deal.

Consider combining lens treatments together into one package price that saves buyers money.

BRIGHT IDEAS!

Online Exclusives Drive Buyers To Your Website

Why do you want to do this? Some consumers do not and will not come to your online store, but be sure to tell even your regular in-store customers that there are some frame brands or color stories only sold online. They might make an impulse buy when they visit and get an additional pair, especially if you give them a postcard with a themed discount code on it.

Dedicate a portion of your website to exclusive online products. Even a few trend-driven pieces will trigger shoppers to buy something that feels exclusive—especially when offered with easy online ordering.

Adding the element of purchasing online isn’t as difficult as you think. Try using a web template company like Wix. You can even require buyers come in to pick up their frames and get a free fitting if you want them in your physical space.

Price Polarization

Costs are polarizing, which means that middle-of-the-road pricing is not selling like it used to. Consumers are focusing their buying dollars on deals and the high end.

The biggest change is that often the same person is buying both the designer handbag and the dollar store party supplies. To many, saving money on purchases like party supplies gives them permission for not-so-guilty spending on the luxury items they crave and get most excited about. It is your job to get patients excited about the best eyewear in your practice and also to sell the benefits those frames bring, such as quality, craftsmanship, guarantee, and style.

Sell Something Not Related To Optical

Smart retailers realize shoppers can get bored after a few minutes, so keep them entertained.

Consumers are used to the magic of the Internet and websites like eBay and Amazon where they can switch gears every five seconds. You may be surprised at how quickly non-optical items sell in your shop or practice, if they are fun, clever, and priced appropriately. Accessory or small gift items are especially popular.

Google “best holiday gifts 2015,” go to a local farmer’s market, or visit local boutiques and see what your shop might offer. You can start with just a dozen pieces. See if something can be customized just for your practice, like your own coffee flavor or scent for a candle. A cookie or candy named after your shop also can be fun—put it in a mug with your logo, website/phone number, and a clever saying or image.

The eye always goes to the one thing that doesn’t belong in the space, and patients will have fun striking up a conversation about the elephant in the room.

TECHNOLOGY USED TO IMPRESS AND NOW IT IS EXPECTED

Tablets need to be in your space so you can take photos of the customer trying on frames.



Digital cameras need to be on hand at all times for social media events and for daily or weekly uploads to your sites.



Online surveys such as surveymonkey.com should be used at least quarterly to get feedback on your customer service, visual displays, products, store environment, frame selection, and pricing. Put the survey on the tablets in your waiting area, on your website, as a link on a mailed postcard, and in an email to your patients.



An inexpensive wall-mounted flat panel television can loop through vendor images.

Travis J. Reed is president of Creative Visionary Inc., based in Chicago.