Local History Wall
Tiles from Catalina
Patagonia is one of my favorite stores and I had not really “analyzed” the merchandising of these stores until one opened up here in Cardiff where I live. Cardiff is a small, beach, surf town not all sophisticated! Patagonia Cardiff is in one of the oldest buildings, the Mercantile Building c. 1912 and fixed it up in keeping with its original time period with tiles imported from Catalina and other fine detailing.
Local Images
The inside is decorated with a lot of local flavor including pictures and articles about significant local people and events. I realize that I liked this as it helped me personally identify with the store and although I know it is a big chain, it has a local store feel and is part of the Cardiff community. Very smart! If I feel that way, I am sure other locals do as well and it helps the business.
“Eye like Patagonia’s localized merchandising”.I think it is a great idea for Optical retailers to visually fit in and identify with the local community. This can be in a big city or a small town as it is such a flexible idea. I think it is just as appropriate for optical independents as a chain because it is all about the connection to the customer. Also, it helps with ideas for merchandising and decor which can be much less generic and more in keeping with the area the optical retail is located.
We have talked before about how important it is to connect with the optical customer and make their visit an experience. Bill Gerber talked about this in his Optical Darwinism post and we asked Is Your Eyecare Office Boring?
Here are some performance sunglasses, yes Patagonia and stores like them compete for your eyewear customers attention.
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- Is Your Eyecare Office Boring?
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Great point. Here is what I am seeing in a lot of shops. ENUF of the clutter. I was in a shop in NYC yesterday that had so much POP that you could not see the frames. The dispensing area was a mess. I know this owner’s home looks the same way.There was POP of frame companies that have been out of business…frames on other companies “branded” POP/displays. Let’s face it-there are NO merchandising classes in any of the Optical schools…much less business courses. What a shame. In fact-we as wholesalers/frame suppliers, lab reps, are asking the 3 O’s to do 3 things that they have not been trained in school to do….1) Run a business profitably….there are NO business classes in most schools…it is now starting to happen..slowly (2) Marketing & Merchandising….there are NO marketing or merchandising classes in school
(3) Fashion….. Inherently & thru no fault of anyone—Most opticians & Optometrists are not “fashion” people….conversely-the wholesale fashion eyewear people-are not technically driven as the 3 O’s.
However-it does not stop the individual/owner, to learn & grow on their own. Quit chasing the “NAME” frames.
YOU are the brand-not the so called ” designer frame
du jour”. Take some courses-bring in Women’s wear Daily & fashion magazines to your shop, for your patients to read–not EyeCare Business-that is for your reading. Have a makeover-get a stylist . Purchase better fames for your shops. You are investing in yourself & your image as well as your shop’s & with a better image comes a better customer, higher sales, & more excitement. And if & when you are ready to sell or retire-with image, great volume & profit-you will recieve a higher price. Yes this article is so right on….create an image that defines you & your connection to the community. Your customers will relate….and hopefully your shop will become a social destination..not just an eyeglass shop that they HAVE to go to every 2 years!!
Can you publish Bills’s article on Optical Darwinism or email me? thanks Jamie Hansel NY Rep
Jamie: Just click on the title, it is linked