Mystery Shopping for the Eyecare Professional

From Wikipedia Mystery shopping or Mystery Consumer is a tool used by market research companies to measure quality of retail service or gather specific information about products and services. Mystery shoppers posing as normal customers perform specific tasks—such as purchasing a product, asking questions, registering complaints or behaving in a … [Read more...]

Retail Owner’s Institute Resources For Eyecare Providers

I was researching facts and found this great retail website, Retail Owners Institute. The Retail Owners Institute® is a web-based resource at www.RetailOwner.com.  They consider themselves as the "foremost self-help resource" on retail finance, The ROI® serves independent retailers worldwide.  With its emphasis on the basics of retail finance, … [Read more...]

Inventory Management- Analyze What is Selling

I don't know how many offices I have asked, how many frames a month do you sell? How many eye exams did you have? The buyer doesn't know. They should know- this is the budget and how you track how many patients have walked out the door without making a purchase. If you sell 100 frames a month at an average of $60.00 a frame, the budget is … [Read more...]

How to Upgrade Your Inventory mix

What! You Ask- now in these economic times- people are cutting back, they are not buying.... First- when talking about upgrading, it doesn't mean to put in every high end frame line. It means carrying sunglasses, exclusive product, designer lines, putting in accessories and or carrying a frame line that is just a little bit more expensive than … [Read more...]

Analyzing Your Product Mix- Keys to Successful Selling

I have never heard from any one office that they are happy with their product mix. I have heard, "I'm bored, how can I sell more, The boards all look alike, there is nothing new", nothing is selling- patients are going on the Internet" and more reasons as to why your product is not moving. If you say this about your Inventory and patients are … [Read more...]

Eye Rewards and Optical Patient Loyalty

We received this email from a Doctor, (who shall not be named). He brought up a very interesting idea on patient loyalty. We are impressed because 1.) He is trying 2.) He is creative 3.) He is thinking out of the box 4.) He recognizes opportunity and wants to capitalize on it. 5.) He's reaching out for ideas and suggestions. Knowing it costs 5x … [Read more...]

What’s in Your Swag Bag?

My dentist has the best Swag Bag. I leave with a personalized bag filled with goodies, toothbrush, floss, toothpaste and coupons! It makes me feel good and appreciated as a customer. Granted he doesn't provide the same type of Swag Bag that celebrities get just for showing up at some event. When I read about what these multi- millionaires get for … [Read more...]

The Weekly Retail Experience

I don't subscribe to many online newsletters. The ones I do subscribe to are inspirational and have great usable information. One newsletter that I actually read and thoroughly enjoy is The Weekly Retail Experience by Doug Fleener of the Dynamic Experience Group. As an example- the last couple of newsletter topics were:  Maximize Your Post … [Read more...]

Who’s Your Competition?

I was speaking with my mother yesterday about her eyes. She needs a new eye exam and having lost so much money in the stock market is very concerned financially. After some discussion, she decided to go to her OD (who she totally adores) and get her lenses at Costco. I hate to encourage that, but knowing her and her OD, he will give her a break and … [Read more...]

Retail Math for the Optical Retailer- Learn to Grow Your Businesss

True Story: Many years ago, I called an optometrist to ask if I could talk to him about his retail business. He very smartly informed me that he did not retail, he dispensed, and he did not sell. OK- but when you are in the business of selling products for a profit, by definition you are a retailer. As much as these might be a nasty words, retail, … [Read more...]

Optical Buying Habits for Increased Profitability

Had an appointment at a busy, established office. As I was showing frames, both buyers were trying on each frame and remarking how it didn't look good on them, and finally one of the buyers said, "I can't buy today, my face is too fat!" True Story ! You may laugh, and say that doesn't ever happen, believe it or not, similar type of scenarios occur … [Read more...]

The High Cost of Frame Returns

Being Able to Return Product is a given in the optical industry. It is the bane of every manufacturer's existence, leading to increased costs- which ultimately you and the consumer pay for. Not only are you paying the cost in the higher price of frames, but you pay again by returning product. As most frame reps will attest, the #1 Question they … [Read more...]