RETAIL OPS

Building For Business

How one practice created a high-end niche by playing to its demographics

Opening a new location always has risks, but a solid knowledge of the local demographics and market, coupled with a décor and practice “personality” to match the neighborhood temperament, will open the door to success.

Florence Eye Center utilized all of the above when it opened its newest location, Specs Downtown in Florence, AL. While the practice designs each of its northwest Alabama locations (in Tuscumbia, Muscle Shoals, and Florence) to be in tune with the local community, Specs Downtown was a breakout design for them because it targets the high-end optical market.

“Specs Downtown is located in the historic downtown area of Florence where many businesses and restaurants are,” explains Heather Davis, practice manager. “It’s designed to incorporate the historical background of the downtown with the modern flare represented by the businesses that occupy it now.”

THE BUILD AND LAUNCH

The process began with the renovation of a building that’s more than 100 years old. When the previous façade was removed and the interior demolished, the idea for the shop became clear.

“The plan came together quickly because we found an amazing structure beneath all the 1980s décor,” Davis says. “We wanted the basis of this office to be what the building was originally intended to be.”

A concerted effort began to blend the flavor of the local demographic into the practice, while presenting a unique, attention-getting appearance.

“Downtown Florence is an area with businesspeople, hip young college students, and families,” says Davis. “We wanted to ensure that we presented a new image to those who pride themselves on being trendsetters. Having the opportunity to renovate a historical building and add a contemporary modern design was exactly what we wanted.”

Specs Downtown turned an old historic building into a high-end shop that puts an emphasis on service and fashion. The décor uses what’s great of the “old” and blends it with the modern flare embraced by its customer base

Instead of the usual grand opening gambit, Specs Downtown synced with local culture by making the launch part of a popular area event.

“On the first Friday of the month, local vendors set up tables to market their crafts to the community. This [event] is very popular, and we took the opportunity to use it to introduce Specs to the community,” Davis explains.

Because the practice is within walking distance of many of the main retail and dining attractions of the downtown area that’s enjoyed by those living in the Florence area, becoming a part of the retail community is important.

“We believe that Specs will become one of those places,” she adds.

EMBRACING THE DIFFERENCE

Though the other locations in the practice focus on medical care as much as they do eyewear, the staff knew the downtown location had to be different.

“Eyeglass sales are our focus in this store,” Davis says. “Specs is solely focused on eyewear, because our primary goal is to ‘Decorate Your Face.’” With this concentration on fashion and quality, the goal is to make Specs the area’s go-to place for eyewear. Already, the practice reports a large number of walk-ins.

“We still treat medical issues, but our focus here is definitely on fashion, style, and most importantly good quality eyewear,” Davis says.

The Space

Specs Downtown features an optical shop with 800 frames on a display wall with lights that continually change colors, and a separate space that caters to ultra-high-end clients in a plush yet fun atmosphere.

There are three exam rooms and a testing room, all decorated with themed décor, such as 3D panels, a funky hipster mural, and a vintage aviation theme. The waiting area has plush chairs and couches near a coffee bar.

Upstairs is office space and an employee break room, featuring a vintage pool table.

PUTTING SERVICE FIRST

The store is staffed by an optometrist and four employees, including a receptionist and a member of the insurance department. Two people work on what they call the Service Circle team: they prep, scribe, and sell glasses to complete the circle of service for each patient.

“We’ve learned to go the extra mile and concentrate on patients and excellent customer service at this store to lead the growth we desire at Specs,” says Davis.

The bottom line? Specs Downtown is performing better than anticipated.

“Our job is to make people see the world more clearly,” says Davis. “Who wants to get a new pair of glasses only to put them on and see drab beige walls and bad décor? We give our patients something they want to see!”

— Karlen McLean