the customer experiencestorytelling brands matter: display product by brand 3. display of brands...

The CusTomer experienCe is evolving rapidly

RESEARCH SHOWS… Store environments remain the best opportunity to inspire customers to spend more money than planned*

HOWEVER…84% of customers have difficulty finding what they need, 20% indicate leaving without fulfilling their entire purchase**

*AtKearney / **Forbes

The dispensary is an exTension oF a doCTor’s praCTiCe ThaT unloCKs reTail opporTuniTy

from paTienT to CusTomerevoluTion

iF praCTiTioners sold Frames To 100% oF Those paTienTs, revenue would inCrease

Eye care practitioners sell frames to only 64% of the patients who have their eyes examined due to ineffective merchandising

The revenue increase for an average practice grossing $750K annually would be $160K

*VisionWatch 2012

we Can Change and grow TogeTher wiTh a Fresh perspeCTive...

To

welCome

living

ConCierge

gallery

CusTomer

impression

From

exTerior

waiTing

reCepTion

FixTuring

paTienT

invesTmenT

how do we do This?

The retail space has to be designed to attract and capture customers’ attention, engage them on an emotional level, and create a unique shopping experience

From a disTanCe all Frames looK aliKe

The arT oF reTailing begins wiTh Five TouChpoinTs

IDEAL CUSTOMER EXPERIENCE

1.STORE DESIGN

3.STORYTELLING

2.CURATED

ASSORTMENT

4.KNOWLEDGEABLE

STAFF

5.DIGITAL

When designing a retail spaceor dispensary it’s important to...

Find the correct balance among the store personality and the personality of the brands carried

Manage your fixtures—have ease of access and ensure they are well-organized

Be very disciplined with visual merchandising

CreaTe an ideal reTail environmenT ThaT Combines a FunCTional, original and uniQue design

1.STORE DESIGN The ReTail Space

An expressive, eye-catching environment is one that takes the customer on a multisensory adventure

The cuSTomeR JouRney1.

STORE DESIGN

CusTomers oFTen walK around in searCh oF inspiraTion. a journey map lays ouT your CusTomer experienCe From Their eyes and helps To CreaTe The sTore FrameworK

ENTRANCE EXIT

A TTRACTA store window is literally a “window into a new world.” It’s where the first visual contact takes place and shows what’s inside.

Dramatic lighting, strong graphic elements, color and sound are essential in the windows and storefront.

D ISCOVERThe center area features a style bar that engages the customer in discovering new collections and styles.

Revolving fixtures, graphics, visuals and product keep the store fresh.

D ECIDEClean product presentation at the perimeter walls encourage the customers to explore options so they can easily find their style and pick the frames that are right for them.

C ELEBRATEUpon final selection of the perfect glasses, the customer’s purchase is celebrated at the reception desk.

assorTmenTs need To be relevanT and Fresh Through CuraTed displays ThaT TaKe The guessworK ouT oF shopping

Carrying brands your customers love is key

Your assortment should reflect what your customer needs and expects (based on gender, geography, spend, etc.)

Implement a system to track trends and measure success

Find the right balance between optical and sun

2.CURATED

ASSORTMENT The pRoducT SelecTion

Keep in mind the 5 R’s:Right product, right quantity, right price, right place and right moment

Storytelling is conveyed through:

Display of brands

Display of assortment

Visual merchandising

Knowledgeable staff (see next section)

Tell a sTory ThaT engages The CusTomer visually and is relevanT To The produCT iT is supporTing

3.STORYTELLING

BRand and pRoducT pReSenTaTion

The brands that win are the brands that tell a great story

STORYTELLING

brands maTTer: display produCT by brand

diSplay of BRandS3.

STORYTELLING

Brands drive traffic and generate interest and awareness

Strong brands grow 3-4x faster than the average, therefore are more profitable for the dispensary

Customers make most buying decisions based on comfort of what they know— if they know the brand, they are more likely to purchase

LUXURy

PREMIUM FASHION

PROFESSIONALSPORT &

LIFESTyLEFAST

FASHION

diSplay of aSSoRTmenT

fRame TypeFrom rimless to semi-rim to full rim

fRame ShapeFrom oval to square

coloR paleTTeFrom light to dark

maTeRialFrom metal and special materials to nylon fiber and acetate

STORYTELLING3.

STORYTELLING

eye levelis buy level

10%

80%

10%

Top levelSignature lines & Best Sellers

eye levelCollections & New Products

hand levelCollections & New Products

FooT levelSlow moving items,

obsolete stock and storage

Leave a comfortable space around the glasses. About 50% of assortment should display temple detailing.

diSplay of aSSoRTmenT

fRame TypeFrom rimless to semi-rim to full rim

fRame ShapeFrom oval to square

coloR paleTTeFrom light to dark

maTeRialFrom metal and special materials to nylon fiber and acetate

STORYTELLING3.

STORYTELLING

eye levelis buy level

10%

80%

10%

Top levelSignature lines & Best Sellers

eye levelCollections & New Products

hand levelCollections & New Products

FooT levelSlow moving items,

obsolete stock and storage

Leave a comfortable space around the glasses. About 50% of assortment should display temple detailing.

ViSual meRchandiSinG

The righT use oF poinT-oF-sale maTerials Turns a simple aCT oF buying a Frame inTo a memorable brand experienCe

Use branded materials to display collections from the same brand

Combine different materials from the same brand to create a theatrical display

Materials are important – they should be clean and updated

Avoid clutter – less is more

STORYTELLING3.

STORYTELLING

Brands tend to make their mark through exclusive, dedicated displays that embody the values and graphic features of each brand

Knowledgeable sTaFF is insTrumenTal For suCCessFul business

Learning and education:

Strengthens communication skills

Boosts enthusiasm

Grows confidence

Assists in overcoming objections

KnoWledGeaBle STaff4.

KNOWLEDGEABLESTAFF

Welcome guests with a gesture of hospitality. Surprise them with a treat and pamper them with a gift. Be inviting and comfortable caring for every detail.

Empower associates with education about:

History of brand and product

How to use the product

Styles, color or models available

Pricing structure

Any special manufacturing process

Servicing, warranty and repair information

whaT To Know abouT The brand and produCT

4.KNOWLEDGEABLE

STAFFKnoWledGe eSSenTialS

how to Gain Brand and product Knowledge

Videos: show branded videos or extra content from special product collections to tell the product story in a new and different way.

Interactive and augmented technology: take the extra step and use a new digital tool to interact with the product in a fun way that entices the customer to play.

“Endless Aisle”: give customers the ability to order from your store’s website within the brick-and-mortar environment.

5.DIGITAL

digiTal is The new language oF The CusTomer experienCe

Simple

inTeRmediaTe

compleX

The diGiTal aGe

Three possible approaches:

If the technology is not making something easier or fulfilling a specific need, it’s probably not necessary

Maintenance is key

Wireless networks are a must

IDEAL CUSTOMER EXPERIENCE

1.STORE DESIGN

3.STORYTELLING

2.CURATED

ASSORTMENT

4.KNOWLEDGEABLE

STAFF

5.DIGITAL

The arT oF reTailing is one oF The Keys To The FuTure…

...imagine The possibiliTies when we unloCK iT TogeTher

noTeS