Optical 2.0: Top 5 Trends to Elevate Your Practice
Think of the retail environment today, compared to five years ago — not only are customers more educated and digitally connected, but the entire customer journey has evolved. Having a digital footprint is more important now than ever, and customers want customized experiences that make them feel special. This article breaks down the top five trends shaping the future of optical retail and how you can capitalize on them to provide a better customer experience.
Omnichannel Experiences: 81% of customers go online before buying product in- store.* Customers want speed and convenience where online and in-store experiences blend together. How can you apply this to your practice? It doesn’t always mean having an ecommerce website, it can be as simple as providing an online catalog for customers to look at prior to their visit or using a tablet linked to your vendors website to show the “unlimited aisle” concept. Most vendors are able to provide high-res images by brand to make an ecommerce shop or a digital catalog easy to manage. This is all about providing value and offering convenience to your customers.
Sustainability in Eyewear: Over the past five years, there has been a 71% rise in online searches for sustainable goods, according to The Economist Intelligence Unit. Manufacturers are responding by ensuring there are sustainable options in their collections. How can you capitalize on this trend? Create awareness through social media and on your website that you offer sustainable collections, with the importance of why. You can also create a section on your board space highlighting sustainable frames.
Personalization: In a world where customers have a ton of choices, offering personalized products or experiences can help you stand out. How does this apply to optical? Look for bespoke — customized acetates linked to a special collection. These capitalize on the “scarcity” factor and can help sell the story of the brand. Not sure which brands offer these? Ask your sales rep and they should be able to help. Kate Spade and Tom Davies offer these in every collection.
Provide personalized shopping experiences for your customers based on their preferences, face shape and size. Even if you are already doing this, market your business with this as a “Service” — it helps show value and distinguish your business.
Look for wholesale vendors that allow you to customize your eyewear such as Pair Eyewear, iGreen or Swissflex. You can change your entire look without having to buy a whole new frame and lenses or customize your entire pair of glasses.
Customizing cases for your customers, with their initials — this can be done at an event or a party to make it part of the whole experience. A bonus is that this can provide a ton of social media exposure!
In-Store Experiences have become a big trend in retail. In optical, this means the modernization of the “trunk show”. We are seeing brands and optical stores partnering together to create a new collection event, a brand launch or a patient appreciation event. These are typically a shorter time period than a typical trunk show and involve some sort of education or “draw” for the customer/patient to attend. Talk to your sales rep — chances are they can help with digital invitations, giveaways and brand education at the event.
Social Media: This is not a new trend, but one that is not going away. Instagram is the new Google — people go to Instagram to look up businesses and to understand their brand. Some ideas on what to post include new product launches, staff favorites, eye health tips, customer spotlights and education content such as a “did you know” series. Marketing 4ECP’s has great ideas and resources on their Instagram that are free and inspiring. Additionally, talk to your sales reps as most vendors have social media content they can provide to you in the form of video’s or editorial content.
One last stat to leave you with — 92% of customers trust recommendations from friends and family over all forms of advertising**. By staying ahead of the trends you will get people talking and engaging, which in turn will help increase and retain customers — the ultimate goal for any business! Drop a comment and let us know what tip resonates the most with you.
Written by Reagan Colpitts
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