Review of Optometic Business

By Tom Moseman

Simply put, there are instances when the doctor needs to show authority, as well as situations when staff should foster a collaborative process of decision making. Good design can help to facilitate both...

By Tom Moseman

Signage is your "information architecture." How you deploy signage in a retail environment is an important part of how you communicate with your clientele--and how well you sell. People today are time-crunched. Too much signage means less vital information will be retained. Attention spans won't go beyond 140 characters in the Era of Twitter...

By Peter Shaw-McMinn, OD

Most of us are careful about presenting our products in the proper lighting and addressing what our patients see. After all, we are in the seeing business. While it is difficult to position products with what a patient hears, smells or tastes, we can affect a patient’s buying habits by what they touch.

The most effective retail stores engage the customer by appealing to all five senses, according to Paco Underhill, author of Why We Buy: The Science of Shopping and What Women Want...

By Tom Moseman, Senior Vice President, Envirosell

Envirosell was founded by Paco Underhill, the author of "Why We Buy," a best-selling book about retailing. One of the principles Underhill espouses in the book is a retailing space's "decompression zone." Envirosell's Tom Moseman explains this concept and tells why it's important to think about how consumers enter any space, whether it's a doctor's office or an optical shop.

Regardless of where practices are situated, they all have a decompression zone--an area of transition between the outside environment and the smaller, indoor place into which a patient or customer is entering...