Are You Using Your Silent Sales People? Sales-Propelling Displays

By Mindi Lewis, MA, ABOC, FNAO and Susan Mattisson, Visual Merchandiser
Sunday, June 5, 2016 12:10 PM

Display and window designs are called “silent sales people” in the retail world and they are used to communicate a message, form a visual image of a business, “invite” patients in and call attention to eyewear and other products. Looking outside our industry we know that well designed displays and windows propel sales. It is more than worth the time and investment to create optical displays that have an impact and draw patients into your dispensary.

A Look through Your Customer’s Eyes

By Jodi Groh
Monday, March 7, 2016 2:15 PM For most of us, walking into work, even driving to work, becomes a habit. We go through the motions but don’t always pay attention, taking it all for granted. Unfortunately, when we do that, we often miss the subtle changes that over time may become more significant.

Optical Merchandising: How to Create a Showcase Wall

By Gina M. Wesley, OD, MS, FAAO
Monday, January 4, 2016 1:08 PM Your optical provides a stage to show patients what is new and exciting in eyewear. In my office, we added a showcase wall to place a focus on just that. By featuring a new product or optical frame line every month, we create differentiation and educational opportunities for our patients. Our patients have become accustomed to seeing something new and different every time they come to the office, so it serves as a great merchandising area and marketing strategy.

Nuts And Bolts Basics For Display Novices

By Suzan Mattisson
Sunday, September 6, 2015 1:08 PM Great! You’ve put some frames in your windows. Maybe a little plastic foliage in spring and summer, maybe some Christmas lights during the holidays, but now that you want to step up your game (and your business!) you need to put a little extra effort into your display elements.

Second-Pair Sales: To Boost Revenues, Project & Plan

By Stuart J. Thomas, OD, and Ellen Byrum-Goad, LDO
Wednesday, August 12, 2015 3:06 PM

Last year was not a great one for us in second-pair sales, but this year is shaping up as a much stronger year in this area. What made the difference is that we applied a winning growth strategy and made a team commitment to continuously work to maintain progress.

The Art of Display - Eyeglass Frames as Enticement

By Suzan Mattisson
Tuesday, June 16, 2015 10:05 AM

Ready to sell more eyewear and increase your business? Now that you are ready to inject a little style in your practice and build an image as a fashion-forward business, it becomes necessary to showcase your frames to good advantage.

Fashion Frames: Selling by Design

By Suzan Mattisson
Wednesday, April 22, 2015 1:39 PM Eyewear today is experiencing a whole new wave of opportunity for the eyecare professional. Even more so than colored contacts, eyewear frames are revolutionizing the industry.

Optical Shop Revamp: Create a Practice-Differentiating Space

By Elaine Happ, OD
Friday, September 28, 2012 6:24 PM Refresh your optical shop to create a space stimulating enough to entice patients to invest in new eyewear. Patients will appreciate the eye-appeal and convenience of the new space, maybe even turning your optical shop into a point of conversation with friends and family.

De-Clutter to Improve Your Office Environment

By Ally Stoeger, OD
Tuesday, July 3, 2012 5:28 PM What you see every day, you really may not see at all. But your patients do. So does your office look more like an Apple store – or like Grandma’s house where every possible surface is covered with tchotchkes?

Visual Merchandising

By Barbara L. Wright, CID, Barbara Wright Designs
Sunday, March 4, 2012 3:20 AM The art of displaying merchandise to enhance its sales appeal is called “visual merchandising.” In-store visual presentation is accountable for the majority of retail purchases according to Joseph Weishar, author of The Aesthetics of Merchandise Presentation (2005,

The Basic Principles of Eyewear Display

By Barbara L. Wright, CID, Barbara Wright Designs
Friday, March 2, 2012 4:09 PM You don’t have to be an artist to create effective displays. The art of display lies in creating visual impact through elegant simplicity.

Communicating Price Levels

By Barbara L. Wright, CID, Barbara Wright Designs
Thursday, March 1, 2012 4:18 PM Use one-glance, merchandising techniques, to give clear visual cues to price levels. One glance into your optical dispensary should tell the patient where they could find a frame in their desired price range or quality level.