Let Them Touch the Merchandise
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.
The Science of Selling: Shaping Experience with Better Signage
By Tom Moseman
Signage is your “information architecture.” How you deploy signage in a retail environmentis 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.
Are Premium Online Listings Worth It? Do the Math on the Upsell
By Evan Kestenbaum
The business model for these listings services is to list your practice for free and then upsell you on a premium listing or display ad. Is it worth buying these premium services? Do the math, and you may find it is. Buying a premium listing can bump you right to the top with the message you want to project.
Frame Board Management 2: Adjust Your Image to Sell
By Susan Rose Ohneck
Marchon Eyewear offers a four-part seminar series on how to assess your frame inventory, how to sell it and how to work with your vendor to optimize profits. Susan Rose Ohneck, Midwest regional manager, is one of a number of Marchon sales personnel who deliver the seminars in optometric offices.
Slideshow: Optical Shops Deck the Halls
“Visions” of sugar plums dance in optometric windows this time of year. Tinsel, multicolored glass balls, faux snow and creative touches like Christmas morning doll houses set the stage for the holiday season’s most creative window displays…
