Increase Your Appeal As An Independent Optician
The eye care and glasses industry, as with most others, is heavily dominated by big-name chains and franchises. Recognisable signage, marketing, and general word of mouth has netted these places a large portion of the customer-base but that does not mean there are no opportunities for small independent businesses. In fact, the larger a business becomes, the fewer reasons they will have to focus on customer needs, and the less they need to increase customer satisfaction because the chances are, most people that visit these places don’t go too often, and rarely think of changing their chosen optician. But there are plenty of independent opticians out there that have found great success due to their wealth of knowledge, expertise and their offer of a unique experience. So how can you give your own opticians practice a boost in sales and footfall?
Kerb Appeal
Firstly, you need to be enticing customers inside. Word of mouth is so important, but if you’ve started to stagnate and aren’t bringing in many new customers, you probably need to change tactics. Consider giving your brand and signage a makeover. Eye-catching colours, a distinct logo and recognisable name are all key to turning heads. Now that more people are looking at the establishment, you need to seal the deal and entice them inside. Clear marketing materials in window displays with offers and new/popular brands are a fantastic way to bring people in. Try to keep up with the seasons and stay topical with your marketing. For example, with international travel restrictions regularly easing, lots of people will be looking to go abroad. Work with top quality sunglasses frame manufacturers such as International Eyewear to make sure you’ve got the best, affordable frame options available that will work well for every customer, no matter where they’re going this summer.
Customer Service
One major thing that can let the big names down is the way they treat customers. It’s usually not a fault of the staff, it’s just a problem with having so many customers and having to meet targets. One benefit of being a local, indie company, is you’ll be able to build a rapport and earn the trust and respect of your clients. You should ensure that you focus on having great customer service to not only look after your loyal clientele, but also to encourage people to step away from the large chains and get signed up for your friendlier, more personal experience.
Don’t Forget Your Team
Whether you have a team of 20 or a team of 5, you should always seek to support them in their role. Building a strong team, especially a smaller one, isn’t about being a boss—it’s about being a leader. It can be easy to become tunnel-visioned on profits and customers, but if you begin ignoring the development of your staff, you’ll risk losing their loyalty, their productivity, and them altogether. A happy and healthy team will serve you well. Smiling, jovial staff members will encourage more people into the store, boost the chance of upselling, and increase the overall mood of the establishment. Never underestimate the power of inspiration when it comes to your team—the way you treat them can make or break your business.
