Practice Management
Merchandising Techniques for Your Practice
Next in a series of easy, quick management tips that you can implement in your practice today in less than an hour,
Let’s start with a change in one simple word that will change the mindset of your staff and patients/ customers. The place in your practice with all the glasses is no longer a “dispensary” (Think: boring, untouchable, behind the glass counter, pharmacy). It should now be referred to as the “optical boutique” (Think: fun, fresh, stylish, upscale, Rodeo Drive).
Within the space limitations of your boutique, set aside the most visible area to place the bulk of the sunglasses. Place bold signage to point out the obvious, that your practice takes sunglasses seriously and has a significant selection to choose from. Sunglasses are very much brand oriented and be sure to carry at least one or two of the most popular lines in reasonable quantities as well as covering a few different price points. The Sunglass Center should have at a minimum of 125 to 150 pieces in the average 600 to 700 total displayed frame inventory.
One technique of managing the inventory is to allocate a specific number of “slots on the board” to each frame vendor and hold the sales representative responsible for the mix of product. The lines that are most successful get more slots and the poor performers lose slots. Some ECP’s charge the vendors rent per slot per quarter and collect that rent in free product, coop advertising dollars or gift checks. Additionally, some vendors will spiff the opticians directly on every frame of theirs that is sold. Review your office policy of this practice and make sure all parties are clear where those spiffs are to go and how they are accounted for.
Be sure that any Point of Purchase materials that are being used are:
- Eye catching
- Represent product currently available
- Displayed judiciously
- Not old, dirty, dog-eared, dusty or cluttered in appearance
Dr. Dubick prepares private practice appraisals, lectures and writes on many practice management issues. He may be reached at 818.843.2214 or email at dubick@studioeyes.com.
