The Optometric Minute

Highlights from “Customer X 360: The New Retail Experience”

Oct. 12, 2016

Three experts in engineering an outstanding patient/customer experience shared their insights at “VM Live” at Vision Expo West. Presented here are pearls in merchandising optical products, optimizing engagement in the patient journey, and creating individualized eyewear through advances in 3-D scanning.

Moderating the discussion: 

Andrew Karp, Group Editor, Lenses & Technology, VM and 20/20, Jobson Optical Group


Michael Kling, OD, CEO Invision Optometry

Pete Bridgman, Senior VP and General Manager, LensCrafters

Stephen Crossland, VP Enterprise Sales, Fuel-3D


TELL CONSUMERS YOUR STORY. Your brand is your practice’s story. When you tell it to patients you build value in your brand and the products and services you provide.

EMBRACE THE BLENDED RETAIL EXPERIENCE. Mobile technology eliminates the wall between online and brick ‘n’ mortar shopping. Consumers shop with phones in hand, accessing product comparisons and pricing. Build on this open access to information by providing personalized service and value.

PRESENT HIGH-TECH IN FAMILIAR WAYS. Emerging technology will allow your to provide patients with individualized eyewear from a 3-D facial scan. Present this technology in a warm and personal way. 

OPTIMIZE CONSUMER BUYING INTELLIGENCE. Use online technology on sites like Facebook to track consumer buying behavior. Apply data to project what products and services are most useful to each patient.

MAKE PRODUCTS ACCESSIBLE. Display products like frames on open shelves, rather than in locked boxes. Simplicity and carefully limited inventory can increase sales.  

AIM FOR CRISP & CLEAN DESIGN. Avoid clutter. Fewer frames displayed with more space between them makes for easy viewing and welcomes handling by patients.

ALLOW STAFF TO USE MOBILE TECHNOLOGY. Use staff mobile devices like smartphones and tablets to improve in-office communication and service to patients.

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