By Jody Johnson-Pettit
What is the first thing your customers see when they walk through the door of your optical boutique?
Here are a few tips on creating a really nice office that is customer-friendly, inviting and may potentially increase business.
Your business should have a wow factor with a spectacular interior, competent, caring and knowledgeable staff and an amazing frame area to give the staff the tools to make the office as successful as possible, according to experts.
Modular Design Systems (MDS) co-owner Brian Wolcovitch has designed 850 offices throughout North America and internationally, including a large office in Abu Saudi Arabia and a medium-sized office in Trinidad.
“We are working on a near-100 per cent success rate in getting phenomenal results for our clients,” says Wolcovitch.
The industry average for dispensing is approximately 50 per cent, he said.
“Our offices dispense anywhere from seven out of 10 to 10 out of 10. Just imagine selling a pair of glasses or multiple pairs of glasses and/or sunglasses to the majority of your patients/clients and the effect it would have on your bottom line,” says Wolcovitch.
It’s important to find a dynamic way to show off your frames.
“Since the display area is the most dominant area of an optometric office, it’s one of the keys to planting a seed in the patient’s mind that they don’t have to go anywhere else for that aspect of their needs,” says Wolcovitch. “The same holds true for the optical retailer, the most dominant aspect of a retail optical store is the frame displays, so in both businesses, to be able to show change is always a good thing.”
A source of prescriptions is also an absolute must-have.
“For an optometrist, they create the scripts and fill the scripts. For the optician, a source of prescriptions is of tantamount importance,” says Wolcovitch. “In the case of the optician, if a prospective client comes into their store and then leaves, they haven’t shown them enough of a reason to stay. Usually it’s because they haven’t shown the client a frame or a selection of frames to capture them with.”
It’s also a good idea, he says, to assess your office flow from the perspective of your patients.
“Offices have to offer the patient/client an environment that is conducive to them staying to make a purchase, plain and simple,” says Wolcovitch. “The way to accomplish this is to have a spectacular office. All too often money is put into furniture and not the method of display. Nice furniture is very important, but you don’t sell furniture, you sell frames.”
Wolcovitch adds successful optical offices must have a great location, state-of-the-art examination rooms, a reception desk, waiting room and good flow and function throughout the entire office.
For more information visit www.modular-design.com