BUYER’S FORUM

Balancing a Big Optical and Big Inventory

How Ramsey Optical keeps inventory—and consumer shopping experiences—fresh in a sizable shop

walter Ramsey, O.D.’s optical, Ramsey EyeCare in Charleston, WV, represents the savvy he has acquired through 30 years in the business. Growing his practice has taken a blend of medical know-how and smart product selection. Here he shares insights on how his large optical keeps its inventory moving with an empowered team of buyers and dispensers.

eb: You have the largest optical dispensary in West Virginia. Just how big is it and how do you control all that inventory?

wr: Depending on time of the year, we keep approximately 3,000 frames on display. We try not to have any under-counter stock. Inventory is never perfect due to the large amount of product coming and going. We do two counts—one the day before the reps come in, which gives the number of pieces and which styles are selling. This is possible only if the reps make an appointment. These times are always on Wednesday afternoon, which in our office allows all the buyers to view the product line together.

The second full count is done about three times per year. We use Compulink, which has a barcode system and all our products have one assigned to them. Both counts are accomplished quite easily by using two scanners.

HOT STUFF

There’s more than inventory in an optical, and Walter Ramsey, O.D., keeps Ramsey EyeCare in Charleston, WV, looking good by consistently updating and rearranging the shop.

He notes: “Several times a year, the opticians rearrange the areas where specific products are located and this gives the optical a different look. We change furniture styles and recently added a wood floor from carpet to change the feel of the show area. Of course the store music is changed on a regular basis and, if possible, is seasonal in nature.”

eb: What are the biggest challenges and most enjoyable parts of keeping your shop stocked and feeling fresh?

wr: The biggest challenges are keeping the best sellers on display and working with frame companies to exchange stale product for best sellers. Sometimes they would rather not exchange slow-moving product.

We use the manufacturer’s point-of-sale materials and allow the stylists to improvise using their imagination. Creating a team attitude with the staff tends to make the workplace fun. Having a team approach to selecting new lines tends to prevent unwise purchases. For example, I recently selected a new frame company at Vision Expo and the team nixed it upon seeing it.

eb: What tips would you give to a buyer who is struggling to keep frames interesting…and turning?

wr: Establish an inventory and maintain discipline in managing it. Have a firm board space (allotted) for each company, and reduce slow-moving styles. Do not allow discontinued stock to take up board space. Have sales to eliminate unwanted product. Do not let friendships, or manufacturer spiffs, or gifts influence buying decisions. You must know the market and buy according to your practice’s population.

Lastly, do not let vision plans dominate. Keep track of the amount of your practice they account for, and do not allow them to dominate the business.