Photo courtesy of Andrew Bruce. Optical dispensary in the office where Andrew Bruce was the practice manager. Bruce shares how he has seen practices expand their optical offerings so patients leave satisfied and the practice’s optical profitability soars.
Creating a highly profitable optical
By Andrew Bruce, LDO, ABOM, NCLEM, FCLSA
May 21, 2025
As someone who has spent decades in the optical industry, I have seen firsthand how the right layout and product selection can dramatically boost sales and enhance patient satisfaction.
Here are insights into the essential features of a successful optical, the impact of layout changes, and how these elements can lead to increased profitability.
The Key Features of a High-Selling Optical
When it comes to optical sales, quality is paramount. A successful optical should offer a diverse range of frame lines, from mid-range to luxury options, ensuring that every price point features high-quality branded lines.
After all, you can’t sell luxury frames if they aren’t displayed prominently! Additionally, lenses should be premium designs, and every staff member must provide exceptional service and patient care.
Premium Service and Products: The Winning Combination
To truly stand out, opticians must be well-versed in the stories behind the brands they sell. This knowledge not only enhances the customer experience but also builds trust. For example, being able to communicate the design, development and engineering behind Silhouette drill mount frames, in addition to fun facts: “Ms. Jones, did you know that Silhouette frames are NASA-approved and worn by their astronauts in space?”
Credentialed opticians who understand the benefits of premium lens designs can effectively identify each patient’s eyewear needs and recommend additional pairs that cater to their daily lifestyle. This personalized approach can significantly increase sales.
A Case Study: Revamping an Optical for Success
When I joined my last practice, the dispensary had only 300 frames on display, all on consignment. I quickly identified a quality issue with the consignment line’s drill mount designs, leading to frequent breakages and many frustrated patients.
By replacing these with 24 higher-end frames, we saw sales soar, despite the higher price point. Over four years, we expanded our collection from 300 to over 1,500 premium branded frames, a 400% increase.
This significant expansion in merchandise made our practice the go-to location for the best frame selection in Vancouver, Washington.
The Impact of Layout Changes on Sales: Profitable Enough to Significantly Grow The Optical Team
While I don’t have specific numbers, the changes we implemented justified the investment in a new office and facilitated ongoing growth.
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When I started, there were just two employees; 15 years later, our sales and profitability were high enough to warrant enlarging our team to include three opticians, two technicians and several support staff. This growth was a direct result of our improved optical layout and product offerings.
Positive Feedback: What Patients Are Saying
We received overwhelming positive feedback about our diverse frame selection and the freshness of our products. Regularly rearranging frame lines not only kept the display looking new, but it also highlighted different brands, enhancing the shopping experience.
The Cost of Poor Layouts
Conversely, I’ve heard complaints from patients about opticals with limited options, particularly for men and children. A poor selection can deter potential buyers and negatively impact sales.
Simple Changes for Immediate Impact
One of the easiest and most cost-effective changes is to frequently rearrange frame lines. Using this strategy, you are not actually buying additional merchandise; you’re just moving the existing merchandise around, regularly, to keep the optical fresh-looking.
This simple tactic can create the illusion of new products, even if the inventory remains the same.
Here are a few others simple changes that worked for us:
- Since our western culture reads from left to right, patients also tend to work from left to right when exploring your dispensary. So, feature premium branded products on displays positioned to the patient’s left when they enter your dispensary; this helps highlight the brands.
- Make sure the dispensary isn’t “too full” for the space. You do not want your dispensary to look cluttered. Nice open spaces are good.
- Reach out to your frame representatives for brand-specific display units to help highlight their brand. Oftentimes, these beautiful fixtures are available, free of charge!
- Create a small sunglass display on your dispensing tables. This helps plant the seed and start a conversation about sunglasses during the optician-patient interaction.
- Have impulse purchases available at the reception desk such as eyeglass cases, readers, lens cloths and cleaner and fit-overs. This can be highly effective in capturing those additional sales. Even $2 bottles of eyeglass cleaner and $5 lens cloths add up over time. And they’re all additional sales! Not to mention, lens cloths and eyeglass cleaner imprinted with your practice name are great marketing tools.
Investing in Quality: Worth the Cost
While some changes can be inexpensive, others may require a more significant investment. However, these changes are often worth it.
For instance, our decision to invest in premium frames and lenses paid off handsomely, as increased sales funded further product investments.
Enhancing Workflow and Quality of Life for Opticians
An effective optical layout not only benefits patients but it also enhances the workflow and quality of work life for opticians.
In our new office, the optician’s area was adjacent to the dispensary, allowing them to greet patients as they entered. This layout improved efficiency and created a more welcoming environment.
Conclusion: The Path to Higher Sales
Creating an optical layout that maximizes sales involves a combination of quality products, knowledgeable staff and strategic layout changes.
By focusing on these elements, you can significantly enhance patient satisfaction and drive profitability.
Remember, gradual changes can lead to substantial growth. Don’t wait to invest in your optical’s future.
Read another article by Andrew Bruce
Read more about dispensary profitability strategies in ROB sister publication Independent Strong
Andrew Bruce, LDO, ABOM, NCLEM, FCLSA, is a 2023, 2024, and 2025 Contact Lens Institute Visionary. He is a licensed master optician and contact lens fitting specialist in Vancouver, Wash., and founder of ASB Opticianry Education Services. To contact him: asbopticianry@gmail.com
