Time To Plan Your Holiday Gifting and More To-Dos For October

Oct. 5-11

CUSTOMER RELATIONS Take a favorite customer out to lunch. Let her know you’re looking for some feedback on your store and to just chat about the local market and that you’d love to hear her ideas. People get a thrill out of knowing someone’s turned to them for help.
OPERATIONS If you don’t already, institute quarterly meetings between your doctors and opticians to discuss their recommendations and learn about new products (and availability). It will ensure both sides are on the same page when discussing lens and frame selection with patients.

Oct. 12-18

MARKETING Finalize your holiday email blasts. Email is still by far the lowest-cost and most effective way to reach customers and patients. Offer helpful gift ideas and feature exclusive deals to make your clients feel special. Top five days and times to send emails: end of October, Thanksgiving evening, Black Friday mid-morning, Cyber Monday afternoon, one week before Christmas.

GIFT CARDS At your front desk and on your website, install a small sign to let people know about your gift certificates. It could say something as simple as “Ask about our holiday season gift card specials,” or just “Buy a gift card today.” They are particularly useful for those hard-to-buy-for grandparents.

Oct. 19-25

MERCHANDISING Shake up your sunglass displays to add some fun wintery touches and give greater prominence to your polarized models — great for the chalet deck (but obviously not to be worn when tearing down a critical run).

SALES TRAINING Get ready for holiday objections. Prepare responses to customers who say they are “feeling the pinch financially” or “I saw a pair just like those on Warby Parker for $99.”

Oct. 26-Nov 1

THANKSGIVING Start looking into gifts for referring doctors. Cakes, turkeys, and wine always go down well, but how about a more personalized gift like a customized bobble head or tickets to watch their favorite pro sports team?

MARKETING Yes, Black Friday (Nov. 28) belongs to the big guys, but figure out a blockbuster promotion to feature on your website, blasts and socials. This time of year, everyone is on the lookout for a deal.