For a long time, we tried competing with large retailers on products and prices, yet the odds were never in our favor. So, the biggest lesson we learned was: Stop comparing ourselves to them! It became our mission to offer unique eyewear that people want to wear and to educate patients on the true value of their lenses. First, we invested in optical merchandising courses and workshops so we could master creative display skills. Then, we nixed all the lame frame lines and invested in eyewear brands that tell a story we want to share (i.e., Lafont, MODO, Morel). Then, and most importantly, we focused on creating an experience that supports a new belief system in our patients, which ultimately ends in them opting for personalized optics, lens designs, and style. Selina McGee, OD, Precision Vision of Edmond, Edmond, OK
This article originally appeared in the June 2017 edition of INVISION.