Back To School: Plan To Make It Count
As the back-to-school season approaches, optical businesses need to plan now if they want to benefit from the additional traffic. This is a prime time for parents to get their children’s eyes checked, and they will be on the lookout for fashionable and durable eyewear.
This is also an opportunity to attract new patients to the practice. Because the best thing about children’s eye exams is, the kids never come alone. So it’s important to have a solid plan to meet the needs of current patients and attract new ones. Here are some tips on how to set up for back-to-school sales success.
1. Stock Up on Trendy Frames
The back-to-school season is the perfect time to update your inventory with fresh and stylish frames. Students want to look their best on the first day of school, and parents want to ensure they’re getting their money’s worth with an affordable and long-lasting frame.
Consider adding some popular and modern styles to your stock and promoting them through social media and email marketing campaigns.
2. Offer Discounts & Promotions
During the back-to-school season, promotions are a terrific way to drive traffic to your business and give customers a reason to choose you over your competitors. Consider offering promotions that include multiple pairs to help with profitability while ensuring that children are never without glasses.
Also, consider running social media promotions that engage followers, such as a contest for a free pair of glasses to students who post a photo of themselves in their new frames and tag your business. And remember to include teachers during this season, with an exclusive offer.
3. Partner with Local Schools
Partnering with local schools can be a great way to reach out to families during back-to-school season. Consider sponsoring an event, attending sports registrations to display sport goggles, or sending an optometrist to speak at a school assembly.
You could also feature local schools and teachers on your social media. Not only will this build your business’s reputation in your area, but it also shows that you care about the students, teachers and community.
4. Make Your Business Kid-friendly
During back-to-school season, we see plenty of families with young children, so make your business a kid-friendly environment. Consider offering complimentary snacks, colouring books and toys in your waiting area to make the experience more pleasant for the children. This will also help to ensure parents can relax and take their time while browsing.
5. Train & Prepare Your Staff
Lastly, ensure that your staff is trained and ready to handle the increase in sales and eye exams during the back-to-school season. Set up training for employees to ensure that they are knowledgeable about the latest frames, lenses and promotions. Set some goals and plan some fun rewards for everyone’s extra efforts during this time. This will ensure that customers have a positive experience in your business, and will lead to repeat business and positive reviews.
I challenge you to take this plan to the next level by identifying children who are new to your practice and training your team to skillfully book an appointment for the parents while they’re there. Feel free to reach out if I can help with this skill.
In conclusion, the back-to-school season is an essential time for optical businesses to update their inventory, promote their products and engage with the local community. By implementing these tips, you can set up your business for sales success during this peak season, create a positive experience for your customers, and build a loyal customer base.
Nancy Dewald is a business development professional, workshop facilitator and optical industry veteran who founded and is CEO of Lead Up Training & Consulting, a company specializing in identifying business gaps, implementing solutions and developing leaders.
Article as seen in Optical Prism