Maximizing counter space in your practice goes far deeper than the merchandise…it goes directly to the cleanliness of the counters or shelves. Every flat surface in a retail space is a haven for dust and fingerprints, each of which are detractors from both image and sales. Flat surfaces are also a lot like drawers. When there is something with no space assigned to it, things tend to just show up on counters and they stay there far too long.
Shelves create similar opportunities for unwanted items, but for this blog we will stick to counters only. Frame and lens manufacturers provide point of purchase materials that find their way to most of the counters we see in optical spaces. While many of these are educational, others are simply brand advertisements that may or may not add any value to the space you are providing. Your store is YOUR brand, and I encourage you to build that before any other. Items that provide educational opportunities directly for the consumer or that open up conversations with the sales people are highly desirable. Lens displays directly come to mind for educational opportunities. Aspheric, thickness differences by material, tints, anti-reflective, etc. all come to mind as opportunities to showcase the optician’s knowledge and create a possible up-sale. Subtle point of purchase reminders related to the “impulse items” you might have on a counter at reception/check out also create the opportunity for you to reinforce a secondary sale.
One of the cleverest uses of counter space that I have seen was displaying reprints of local ads that had run for the practice. This created a clear “branding reinforcement” for the practice and both the professional and retail services offered. No matter how or what you put on the counters in your practice, make sure they are clean and create opportunities for sales or sales discussions.
