The Customer experience is evolving rapidly

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2 The Customer experience is evolving rapidly

3 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

4 THE dispensary IS AN EXTENSION OF A DOCTOR S PRACTICE THAT UNLOCKS RETAIL OPPORTUNITY

5 Eye care practitioners sell frames to only 64% of the patients who have their eyes examined due to ineffective merchandising If practitioners sold frames to 100% of those patients, revenue would increase The revenue increase for an average practice grossing $750K annually would be $160K EVOLUTION from PATIENT to CUSTOMER *VisionWatch 2012

6 We can change and grow together with a fresh perspective...

7 From EXTERIOR WAITING RECEPTION FIXTURING PATIENT INVESTMENT To WELCOME LIVING CONCIERGE GALLERY CUSTOMER IMPRESSION

8 HOW DO WE DO THIS?

9 FROM A DISTANCE ALL FRAMES LOOK ALIKE 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

10 THE Art of retailing begins with FIVE Touchpoints

11 1. STORE DESIGN 5. DIGITAL IDEAL CUSTOMER EXPERIENCE 2. CURATED ASSORTMENT 4. KNOWLEDGEABLE STAFF 3. STORYTELLING

12 1. STORE DESIGN The Retail Space CREATE AN IDEAL RETAIL ENVIRONMENT THAT COMBINES A FUNCTIONAL, ORIGINAL AND UNIQUE DESIGN When designing a retail space or 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

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

14 1. STORE DESIGN The Customer Journey 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

15 A TTRACT A 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 ECIDE Clean 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. D ISCOVER The 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. C ELEBRATE Upon final selection of the perfect glasses, the customer s purchase is celebrated at the reception desk.

16 2. CURATED ASSORTMENT The Product selection 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

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

18 3. STORYTELLING Brand and Product Presentation TELL A STORY THAT ENGAGES THE CUSTOMER VISUALLY AND IS RELEVANT TO THE PRODUCT IT IS SUPPORTING Storytelling is conveyed through: Display of brands Display of assortment Visual merchandising Knowledgeable staff (see next section)

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

20 3. STORYTELLING Display of brands Brands matter: display product by brand 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

21 Luxury Premium Fashion Fast Fashion Sport & Lifestyle Professional

22 STORYTELLING 3. STORYTELLING DISPLAY OF ASSORTMENT MATERIAL From metal and special materials to nylon fiber and acetate COLOR PALETTE From light to dark FRAME TYPE From rimless to semi-rim to full rim FRAME SHAPE From oval to square

23 10% Top Level Signature lines & Best Sellers Eye Level Is Buy Level Eye Level Collections & New Products 80% Hand Level Collections & New Products 10% Foot Level Slow moving items, obsolete stock and storage Leave a comfortable space around the glasses. About 50% of assortment should display temple detailing.

24 STORYTELLING 3. STORYTELLING DISPLAY OF ASSORTMENT MATERIAL From metal and special materials to nylon fiber and acetate COLOR PALETTE From light to dark FRAME TYPE From rimless to semi-rim to full rim FRAME SHAPE From oval to square

25 10% Top Level Signature lines & Best Sellers Eye Level Is Buy Level Eye Level Collections & New Products 80% Hand Level Collections & New Products 10% Foot Level Slow moving items, obsolete stock and storage Leave a comfortable space around the glasses. About 50% of assortment should display temple detailing.

26 STORYTELLING 3. STORYTELLING 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

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

28 4. KNOWLEDGEABLE STAFF KNOWLEDGEABLE STAFF Knowledgeable STAFF IS INSTRUMENTAL FOR SUCCESSFUL BUSINESS Learning and education: Strengthens communication skills Boosts enthusiasm Grows confidence Assists in overcoming objections

29 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.

30 4. KNOWLEDGEABLE STAFF KNOWLEDGE ESSENTIALS What to know about the brand and product 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

31 How to Gain Brand and Product Knowledge

32 5. DIGITAL THE DIGITAL AGE Digital is the new language of the customer experience Three possible approaches: SIMPLE Videos: show branded videos or extra content from special product collections to tell the product story in a new and different way. INTERMEDIATE Endless Aisle : give customers the ability to order from your store s website within the brick-and-mortar environment. COMPLEX 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.

33 Maintenance is key Wireless networks are a must If the technology is not making something easier or fulfilling a specific need, it s probably not necessary

34 1. STORE DESIGN 5. DIGITAL IDEAL CUSTOMER EXPERIENCE 2. CURATED ASSORTMENT 4. KNOWLEDGEABLE STAFF 3. STORYTELLING

35 The Art of Retailing is one of the keys to the future...imagine THE Possibilities WHEN WE UNLOCK IT TOGETHER

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