Scot Morris, OD, of Eye Consultants of Colorado, merchandises eyewear according to the differing needs of male and female patients. Men seek function and performance and decide quickly on eyewear, so men’s frames are easy to spot and have signage that explains their benefits. Women, in contrast, enjoy the shopping process and are willing to hunt for the value and fashion they seek, so women’s eyewear is arranged to encourage browsing. Also, have women and men on your staff key into these differences when serving customers.
