13 Nov Courtney Dryer: Pretty Sells

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visual storytelling for optical dispensaries by courtney dryer

First impressions matter everywhere, including in your optical dispensary. Research shows that women are more attentive to visual storytelling -- and women make most buying decisions.

Why should visual merchandising matter to you? If you are an eyecare business owner, selling more eyewear means making more money -- period. And if you’re an associate OD with a still-less-than-full schedule and a salary dependent on production, you have the opportunity to boost your income by building up the optical sales at your workplace.

Here’s what visual merchandising means:

Bringing displays, products, and merchandise to life.

Arrangement of items to entice a customer, bring in customers, tell a story, or create ambiance.

Use of color, pattern, shape and texture in a way that appeals to the senses.

Changing merchandise position or location to receive more attention.

At my business, 4 Eyes Optometry, we separate our middle of the road frames from our luxury eyewear. We create visual displays that tell the story of the high-end lines. When we have a rep come in with a frame line, I like to ask them what is different about their line. What is their best selling point?

Read more about how you can boost profits through visual merchandising.

Dr. Courtney Dryer owns 4 Eyes Optometry in Charlotte, NC, and is a regular contributor to New Grad Optometry.

Last modified on Thursday, 13 November 2014 01:40
David Squires

is Group Editorial Director for SmartWorkMedia, the publishers of INVISION. His favorite business books are the ones that don't just teach you about business, they teach you how to live your life.