Personalized signage and brand stories can engage customers and boost profits.

In the optical world, we talk a lot about effective marketing. It’s is a substantial growth driver, whether via nontraditional advertising, unique partnerships, influence marketing or digital communication.

What’s the most overlooked tool in the marketing world? Merchandising. And that’s crazy when you consider how research shows that nearly 90 percent of buying decisions are made in-store. So why not be ready with an environment that connects well with patients?

Merchandising is no longer just about random point-of-purchase displays scattered around the office. When used successfully, personalized merchandising paired with your own refreshed brand can establish a powerful, long-lasting experience between brand and consumer.

Nordstrom makes it its business to do whatever is necessary to please the consumer, which is why customers typically find a pair of shoes in every possible color and size. (And if something is out of stock? A sales associate may actually buy it at retail from a competitor, then resell it to the customer who wants to buy it at Nordstrom.) This “make it happen” attitude is paired with uncluttered, curated departments with contemporary displays that highlight brands in an on-trend fashion. This pleasing environment turns the shopping chore into an enjoyable experience.

Starbucks founder Howard Schultz expanded on this model to elevate his company from simple coffee retailer to ambiance merchant blending community and customs with coffee. Through Schultz’s savvy use of marketing dollars, Starbucks visitors came to expect a multi-sensory experience that was replicated in each store, from the sights, sounds and smells of coffee being ground to the familiar expectations of layout, furniture, music and wireless access.

Eyewear displays at 20/twenty Optical

Updated displays integrate a practice’s name and logo plus brand stories. OMG designed these for 20/twenty Optical in Loveland, CO.

In his book The Great Good Place, Ray Oldenburg coined the term “third place” to describe the spaces we go when we’re not at home and we’re not at work. Starbucks has nailed this idea, establishing a strong emotional bond and brand loyalty. And although you are selling eyewear, not coffee, there’s no reason why you can’t reach consumers through all their senses.

Since you’re in the optical business, refreshed visual branding is an ideal place to start. Everyone knows the Starbucks logo. Do your customers know yours? Do you carry out your brand through smart signage, window graphics and other in-store elements, as well as in your other forms of marketing? If your look is haphazard, your balance sheet probably is, too. It’s time for optical businesses to embrace the new world of professional, personalized merchandising as a marketing strategy. No longer is it acceptable to have a wall of frames without any merchandising support and hope that sales will grow. Random posters and counter cards that may or may not fit your space won’t cut it any more, either.

Your patients want more. In fact, they’re demanding more, and they’ll go elsewhere (online, perhaps?) when you don’t provide it. The good news is we have better tools than ever before to give your business a look and experience people won’t get anywhere else.

2017-01-17T00:45:07-08:00 November 7th, 2015|

PECAA – Optical Merchandising Workshop – Featuring Bill Gerber OMG!




Tuesday, April 7, 2015 | 8:30am – 7:00pm

Marriott Salt Lake City City Center | 220 S. State St. Salt Lake City, UT 84111

You’re invited to join us for a special Optical Merchandising Workshop & Spring Trunk Show, on Tuesday, April 7th in Salt Lake City.

PECAA is pleased to offer you the unique opportunity to experience the extremely popular Optical Merchandising Workshop, in a convenient single day format. Join us for a complete day of learning designed for Doctors, Optical Buyers & Administrators who want to improve their merchandising, management and visual display abilities. Plus, you can earn 5 hours of ABO credit!

The workshop will be led by PECAA’s own merchandising expert, Doug Martin, along with Bill Gerber from OMG! Optical Marketing Group. Don’t miss your chance to receive a FREE Visual Merchandising Exterior & Interior Assessment & Enhancement Plan! See below for details…


Immediately following the workshop, we are hosting our Spring Trunk Show, featuring 17 frame vendors! Don’t spend extra time in your office on individual appointments when you can view multiple brands and collections, all in one location! All of the participating frame vendors are in the IncentivEYES® Member Rebate Program.

Space is Limited so Register Early!
Doctor and staff registration is now open. Up to three total people per practice may attend. Click the button below to register now:

If you have any questions about the event or registration, please contact Cathi Zerba at or 503.670.9200

Tentative Schedule:

Optical Merchandising Workshop
8:30am – 9:00am – Continental Breakfast (provided by PECAA)
9:00am – 12:00pm – Merchandising Presentations by Doug Martin
12:00pm – 1:00pm – Lunch (provided by PECAA)
1:00pm – 4:00pm – Merchandising Presentations by Bill Gerber
Spring Trunk Show & Happy Hour

Bill Gerber, Creative Director of OMG! Optical Marketing Group will be presenting during the second half of the workshop.

All attendees will receive a FREE ($500 Value) Visual Merchandising Exterior & Interior Assessment & Enhancement Plan! See how enticing your practice can look, compliments of OMG! Optical Marketing Group, a PECAA Vendor Partner.

Instructions to receive your free assessment & plan:
1. Take up to 12 clear photos on your smartphone of the front of the location, entry, reception, optical, pretest, hallways and exam rooms. Make sure the shots are straight on and show the entire display area.

2. Go to Choose Merchandising Assessment pull down then upload the pictures along with a brief description of your practice and any current merchandising challenges and hit the submit button. List in the notes section:
PECAA Merchandising Workshop Salt Lake City

3. Assessments and plans will be presented to you at the Merchandising workshop.
Submissions must be received no later than 25 days prior to the event in order to qualify for this offer. Photo submission deadline is Friday, March 13th

4. After the workshop, you can set up a personal appointment with Bill Gerber to go over your assessment.

If you have any questions about the assessment, please contact Bill Gerber at



Additional Dates and Locations:

May 14-17 –  Scottsdale AZ
June 2 –  Columbus OH
October 6 –  Kansas City
2017-01-17T00:45:07-08:00 February 7th, 2015|

Allred Family Eye Care – OMG! Retail Makeover

Allred Family Eye Care – OMG! Retail Makeover from OMG! Optical Marketing Group on Vimeo.

The leadership at Allred Family Eye Care decided it was time to modernize their facility. OMG! designed and developed a comprehensive solution to help tide the practice over until a new location is found. The Optical Makeover consisted of exterior signage, window graphics, interior signage and display enhancements.

2017-01-17T00:45:07-08:00 March 13th, 2014|

EyeRock on Saturday, March 29, 2014

Please join us for EyeRock on Saturday, March 29, 2014 from 9:00 p.m. to 1:00 a.m. at the Hard Rock Café in New York City. This exciting concert, comprised of musicians who work in the optical industry, will raise funds for New Eyes to provide glasses to children and adults in need to visualize their dreams, live their lives to the fullest, and reach their potential.

2014-03-05T23:35:57-08:00 March 2nd, 2014|

Bill Gerber Talks About Visual Merchandising

“It’s important to not compare yourself to the optical down the street, but compare yourself to other retailers that are doing an excellent job of presenting themselves in a clear and organized way… and that’s how you thrive.”

2017-01-17T00:45:07-08:00 November 20th, 2013|