Ask most people what merchandising means, and they’ll say it’s about putting product on display. There’s actually a whole lot more to it, and to delve deeper into the topic, we invited three top-shelf practices to talk trade secrets.

Our merchandising panel includes:

•  Ruth Domber, co-founder of 10/10 Optics in New York City
•  Chet Steinmetz, O.D., owner of Visual Effects Optical in Chicago
•  Carolin Razoky, lead optician at Invision Optometry in San Diego

For this masterclass, we asked them for whom, from whom, and how often they buy, plus what they purchase, and how they display that product.

For Whom Are You Buying?

According to EB’s Frame + Sunwear Business Study, on average, eyecare professionals devote 40% of their frame and sunwear inventory to women’s styles and 27% to men’s. As our masterclass experts suggest, those numbers definitely vary by venue. Gender is not the only consideration, though. Here are additional key components to consider:

AGE: For Dr. Steinmetz’s practice, product for emerging presbyopes has historically found success. “My clientele is primarily 35 years and up, both men and women,” Dr. Steinmetz says. “About 65% of sales include progressive lenses. That has doubled in the last 10-plus years.”

LEVEL OF LUXURY: Since much of what Visual Effects Optical sells is high-end, the practice’s “slice of the market is small,” says Dr. Steinmetz. This is the same for 10/10 Optics. “We are an upscale optometric boutique specializing in independent luxury collections,” says Domber. Knowing the practice’s success rate of cost-effective, mid-tier, and/or premium product is crucial.

STYLE PREFERENCES: Is your clientele bold with their fashion choices, or do timeless staples hold more appeal at your practice? “Our patients are adventurous with the styles they select,” shares Razoky.

From Whom Are You Buying?

According to surveys conducted by Eyecare Business this year, most participants work with an average of 10 frame companies. Nearly a third (31%) plan to decrease the number of vendors going forward. How does that compare to these eyecare professionals?

DIFFERENT FACES + DESIRES: Even though Dr. Steinmetz stocks from a whopping 45 vendors, he likes for Visual Effects Optical to offer variety—a key element to merchandising success. “If I don’t have it, I can’t sell it, so I look for collections that have different personalities and can work with different faces and desires,” he says. “Five of them deliver the highest sales.”

STORYTELLING SPECS: Invision Optometry buys from about eight to 10 vendors, focusing on independence and quality. “We like vendors with a story, such as Orgreen, Blake Kuwahara, and Lindberg that can be customized,” says Razoky. “We have a wide range of vendor pricing, though, and carry Casino for budget-conscious patients.”

A CURATED SELECTION: Finding the right vendor mix is an ongoing process, so have staff members on hand that can carefully curate your selection.

“We currently have 36 vendors, representing a distinct mix of appeal and design,” says Domber. “The majority are artisan designs. Redundant collections are confusing and unnecessary, so I am always editing.”

What + How Much Are You Buying?

According to EB’s 2023 Market Trends Report, higher-end product is getting the nod in opticals across the country. Last year, practices reported that a full 25% to 30% of their frame inventory was in high-end product. Here, more on two different buying frequency strategies from which to choose.

Invision Optometry: Buying Biweekly + Quarterly

“You don’t want empty shelves and you don’t want an overstock. With top-selling lines, we do a biweekly stock check. For the others, we try to do a quarterly visit with the rep but also order the top sellers monthly. We also take inventory of colors, sizes, and styles that are selling to make sure we are not stocking frames that patients aren’t interested in.”

10/10 Optics: Buying with Tighter Control

“There is a fine line in making a sale between having a great inventory mix and losing one because you don’t have something in stock. The latter brings too much risk for the patient to go elsewhere. New product comes in every couple of weeks and returns and reorders happen simultaneously. We have a very tight control on that system.”

ON DISPLAY

How do you sort frames for display? Though some practices display by gender or lifestyle, product at all three of these locations is displayed by collection.

At InVision Optometry, explains Carolin Razoky, “We try to rotate the shelves every so often to refresh the optical. Budget-friendly and kids’ frames are not displayed as they are a fraction of sales.”

At 10/10 Optics, interior displays are also set up by collection, “and never crowded together,” adds Domber. “We have a separate sunglass section as well.”

What about Visual Effects? According to Dr. Steinmetz, “I have a cable system with glass shelves. For the most part, each shelf has one collection with about 30 to 36 frames. It’s a bit overwhelming at first glance, but I make sense of our selection when I work with a client.”

How Often Do You Add New Styles/Collections?

Practices surveyed by EB earlier this year reported that one of their biggest challenges in inventorying frames is lack of consistent availability. That’s one reason our expert ECPs say they’re always looking for new product.

SCHEDULED CHECK-INS: Invision Optometry plans check-ins based on the type of product to keep inventory at an equilibrium.

KNOW WHEN TO SAY GOODBYE: To secure a successful merch mix, you’ll need to be cognizant of fruitful—and not so fruitful—selections.

“I refer to turnover and sales figures when culling collections,” says Domber. “Less means not enough for your clients and too much is an anchor that can weigh you down. The magic is finding the right mix and knowing when to add and when to say goodbye.”

TAP INTO TRADE SHOW OPPORTUNITIES: “It always seems that at Vision Expo East, I have to pick up at least one more collection,” shares Dr. Steinmetz.

If there is one lesson to be learned from all this, it’s that there’s no such thing as simply sitting on your laurels and sustaining the status quo. As the three eyecare professionals in this masterclass will tell you, it’s critical to constantly review inventory and add new product to the mix. Why? Because merchandising is, indeed, essential for success.