“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.”
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.
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
EYE FOCUS | December Digital 2016 11