July 5, 2017
Shopping online is so pervasive today that bricks’n’mortar retailers (including optical retailers) are adding online-style features in their shops. “Your merchandising needs to be active, not static like in the past,” says Andrew Fader of Eye Designs. “It’s all about creating an experience.” He demonstrates new interactive display and merchandising systems that tell brand stories, connect shoppers to social media, and build engagement.
Make Your Merchandising Active, Not Static |
Provide an Online-Style Experience In-Store |
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SHOW FULL RANGE OF OPTIONS. Use touchscreens in the optical for patients to find products similar to what they’re looking at, that they may also be interested in. OFFER EXPANDED SELECTION. Show patients other variations of products, so you they still purchase from you even if they don’t see what they’re looking for on your frame board. TIE TO SOCIAL MEDIA. Connect touchscreens to the practice’s social media. For instance, you can have an icon the patient could tap to access the practice’s Instagram account to post a photo of themselves to both the practice’s, and their own, account.
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ENCOURAGE PATIENTS TO EXPLORE. Give patients the flexibility to explore product stories on their own, as they would online, then complement that with personal expertise and help from the optician. BUILD YOUR PRACTICE BRAND. Use touchscreens to educate patients about special sales and promotions taking place related to the products they are looking at. EDUCATE WITH RFID TAGS. Frames can be tagged so that, when used in conjunction with touchscreen technology and a smart shelf, patients get compelling brand stories with fuller details about design and performance features.
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Andrew Fader is director of marketing atEye Designs. To reach him: http://www.eyedesigns.com/contact.html
Tyler Anselm is a sales support specialist for EyeDesigns.
