Published in: INVISION (October 27, 2015) | Author: Bill Gerber, then Creative Director, Optical Marketing Group

The short version: In this byline column, Bill Gerber argues that merchandising is an underused marketing tool in optical retail. Research he cites shows nearly 90% of purchase decisions are made in-store, so practices should move beyond scattered point-of-purchase displays to professional, personalized merchandising tied to a refreshed brand identity.

Key points

• Use Nordstrom’s curated shopping environment and Starbucks’ “third place” as models for engaging customers through multiple senses.
• Haphazard visual branding correlates with poor financial performance.
• If you do not provide a modern, cohesive experience, patients will look elsewhere, including online.

“It’s time for optical businesses to embrace the new world of professional, personalized merchandising as a marketing strategy.”

— Bill Gerber

“Your patients want more. In fact, they’re demanding more, and they’ll go elsewhere (online, perhaps?) when you don’t provide it.”

— Bill Gerber

Read the full column on INVISION

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Merchandising Assessment · Optical Practice Design · The New Rules of Optical Retailing

About OMG!: OMG! Optical Marketing Group, founded by CEO Bill Gerber, designs and brands optical practices, from interior design, fixtures and signage to digital merchandising with Contentlinq. Contact us to talk about your practice.