In the ever-evolving environment of retail, success hinges on a delicate interplay between art and science. Nowhere is this more evident than in the realm of optical retailing, where the visual appeal of eyewear, the science of optics, and the technical facets of equipment come together to create an engaging and tactile shopping experience. When the art of merchandising and the science of retailing are effectively combined, the shopping experience can significantly enhance a store’s success.

Merchandising is about more than just arranging products on shelves; it can be used as a form of visual storytelling to captivate customers, evoke emotions, and reflect the brand’s identity. By creatively using colors, lighting, product, and layouts, you can craft an environment that not only draws customers in but also guides them through a curated journey of discovery and exploration.

The science of retailing requires a keen eye on the analytical side of the business—using data to identify top sellers and their placement in the optical. It encompasses customer behavior analysis and the psychology of shopping, leveraging inventory figures to identify buying trend patterns to make informed decisions that optimize inventory placement and increase sales. This data-driven approach ensures that every aspect of the retail environment is tailored to meet the needs and preferences of the customer.

EB caught up with three eyecare pros for timely tips on retail success:

→ Alissa Bourne-Karabelas, co-owner of Soma Optical in Boston, MA

→ Adam Ramsey, O.D., owner of Socialite Vision in Palm Beach Gardens, FL 

→ Jennifer Stewart, O.D., founder of Look New Canaan in New Canaan, CT

Branded Merchandising

Branded eyewear offers instant recognition and clout, while emphasizing the consistency of the brand’s visual identity and style. It can be used to highlight and capture the established customer recognition and loyalty for a brand. 

“If you have a brand that has a following and that sells itself, I would put that in the back and force [clientele] to pass other brands in case something catches their eye,” says Dr. Ramsey.

“I partnered with a few well-known brands and commissioned them to create perforated vinyl displays to be installed in the windows,” says Dr. Ramsey. “My additional ask from these companies was to use ethnically diverse models in the window to be appealing to a broad range of customers.”

The Science: Branded eyewear can benefit from the recognition and subconscious recall, and the psychological “mere exposure effect,” where repeated exposure to a brand’s logo, colors, and symbols increases familiarity and preference. When customers see consistent branded elements, they associate these with reliability and quality. Use top sellers and featured styles from campaigns to draw consumers in and utilize a brand’s trust and perceived value to lead to higher spending and drive purchasing decisions.

Storytelling Merchandising

Each frame has a story waiting to be told, beginning with the materials the style is made of, how it’s assembled, and where the glasses are created. There are features that make it unique—be it flexibility, lightness, or durability. How the frame is constructed in color and silhouette creates a narrative that connects to the buyer. Using displays to create a narrative around eyewear enhances the emotional connection to a purchase.

“I have a focus on independent eyewear in my practice,” says Dr. Stewart. “I wanted to showcase smaller brands that have a great story; we use storytelling with every sale. We love sharing the reasons why we chose the brands we did and why some didn’t make the cut. As more and more clients look to ‘shop local,’ helping them identify with the brands we carry is so important. A bonus: This becomes a great marketing tool when clients share your story.”

The Science: Using data from patient intake forms and asking open-ended lifestyle questions can uncover a patient’s personal behavior. Telling a personalized story about the eyewear creates a connection to the neuroscience of decision-making. Stories and relatable comparisons can simplify complex information, making it easier for the brain to process and understand. This makes decision-making more intuitive and less stressful and can be particularly helpful in lens selection.

“I didn’t use any traditional optical furniture, displays, or designs,” says Dr. Stewart. “Instead of using traditional frame boards, I used bookcases and media consoles for a more upscale, inviting space. This gives us a lot of flexibility too as inventory changes.”

Minimalist Merchandising

Emphasizing simplicity and clean lines lets the product be the focal point. Fewer products and more open space create an uncluttered and sophisticated look. This is a strategy used by many high-end retailers, giving the impression of value and exclusivity. Minimalist retail merchandising creates a more serene buying environment, allowing for a visual hierarchy, guiding the customer’s eye to the most important items first and showcasing the product’s features and beauty. 

“The main collections live in the large, flat file, where each drawer represents a frame company,” says Bourne-Karabelas. “Then, we have a narrow stack that includes our ‘micro-collections,’ smaller quantities of frames [that] maybe were a collaboration with a local artist or made of precious material. New frames or collections make their way onto the flat lays.”

The Science: According to cognitive load theory, the brain has a limited capacity for processing information at any given time. Minimalist merchandising reduces the cognitive load by presenting less visual clutter. Simplifying the product presentation can help reduce choice overload or decision-making anxiety, making it easier for customers to make decisions and increasing the likelihood of purchases.

“We’ve used terrazzo and marble tile samples to display individual frames on our island,” adds Bourne-Karabelas. “The glasses look like a piece of art or a delectable dish finely plated. All the minute details can be fully appreciated in isolation.”