Musings on Merchandising

While the allure of browsing endless digital catalogs, using virtual try-on, and receiving doorstep delivery can tempt consumers online, the experience of trying on glasses for fit and style alongside the friendly expertise of an ECP is the essence of eyewear shopping that extends far beyond a transactional click-and-purchase experience. 

The inaugural installment of EB’s Merchandising Masterclass series focuses on physical space and how creating a space that is eye-catching, inviting, and shoppable is key to increasing and improving the number of clients coming through the door. Whether your practice is ready for a full redesign or simply looking for ways to refresh the atmosphere, this installment explores why mindful merchandising is not just beneficial but essential. Implementing merchandising strategies and trends can make your brick-and-mortar location irreplaceable in the eyewear purchasing journey and a thoughtfully crafted in-store experience can have a profound impact on patients’ eyewear spending.

Regardless of the design style, size, or location of your business, whether you cater to a small-town, rural clientele or are in a bustling metropolitan area, or if you serve a high-end or a value-conscious consumer, the foundation of successful merchandising begins with a clean, neat, and organized space—one free of damaged fixtures, scuffed walls, worn furniture, and clutter. Once the physical space has been cleaned and decluttered, you can further improve the overall merchandising of your business by following these helpful do’s and don’ts. 

Do’s and Don’ts to Mastering Merchandising

→ Tap into the sense of smell.

✔ Do select a signature scent for your business. Use a few drops in a diffuser to create a relaxing and pleasant aromatic experience.

✘ Don’t underestimate the importance of the scent in your optical. Overpowering artificial plug-in scents, the smell of each employee’s lunch, or odors from an in-house lab can be off-putting. 

→ Signage guides and informs patients. Point them toward products or brands they might not even know they are looking for.

✔ Do keep signage legible, clear, and concise. Ensure signage and brand promotional materials are consistent with one another and the overall branding of your business. If you want to have multiple-branded signs, ensure that they are well spaced throughout the physical space and do not fall in the same sightline. This causes signage to jockey for attention and the messaging is lost.

✘ Don’t clutter surfaces with too many counter cards or cover windows with too many posters. Ensure they are free of wear and tear, have no discoloration, and are reflective of current product offerings.

→ Lighting should not be overlooked; it can increase the amount of time that a client spends in the optical or reduce anxiety in the exam room.

✘ Don’t use intense fluorescent lighting, which can be harsh, unflattering, and uncomfortable for light-sensitive patients.

✔ Do look to spas for lighting inspiration for the exam room. Natural daylight bulbs are bright but welcoming, with a dimmer to gently ease the lighting toward the darkness required for the exam. 

✘ Don’t have a dark dispensary or frame board(s) or keep the exam room in the dark. Not enough light can make an exam room uncomfortable to walk into and can cause frame colors and details to disappear. 

✔ Do use jewelry stores and beauty counters as inspiration. For instance, make good use of spotlights to highlight and enhance frame boards and well-lit mirrors or mirrors close to natural light (if available) for trying on frames. 

→ The layout of the space will directly affect the patient flow and allow you to subtly direct patients.

✘ Don’t keep waiting areas close to the front door. This causes patients to come in and sit down, making them less likely to peruse the merchandise.  

✔ Do keep waiting areas set with comfortable chairs and interactive displays such as a TV with informative product or eye health videos or tables with additional virtual try-on apps for frames and lenses.

✘ Don’t place fitting tables or freestanding displays in front or too close to frame boards.

✔ Do use tables and displays to funnel the walkway or patient “traffic” to the products you want your patients to see. For example, if your fitting tables are in the center and your frame displays are on the outer walls, then clients will walk closer to and pay more attention to the product on the boards. This simple strategy will encourage people to spend more time browsing your product.

→ How your frames are grouped and displayed has a massive impact on if they catch a client’s attention—enticing them to try them on. 

✘ Don’t set frame displays against a window. It is difficult to see the frames against this backdrop and the bright backlit nature causes frames to appear washed out.

✔ Do have neutral and plain backdrops for frames to sit against. This helps showcase the colors, shapes, and design details of the frames.

✘ Don’t have too many different types of branded, freestanding frame displays. Each brand creates a display that matches its aesthetic, but does it match that of your optical? Having too many is the quickest way for an optical to look cluttered and disjointed. 

✔ Do select branded displays that match the colors and materials of your optical space (such as natural wood, steel, or glass) to achieve a cohesive appearance. Don’t make it hard for clients to find what they are looking for. Cluster like frames or products together. Avoid drawers and hidden shelves for products you intend to sell (not including overstock). If you can’t see it, you are less likely to sell it.

✔ Do group similar product types together. This can apply to frame sizes, styles, or trends. Grouping frame trends together breaks gendered separation and increases inventory offerings to a larger audience.