Page 75 - The Indian Optician Digital Edition May-Junel 2022
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looking for more. Some exciting deals can smile, humble attitude, and a safe distance yet
help entice them to know more about the available to resolve all queries are some of the
products. Especially in the case of new products, effective and easy skills that the staff may be
demonstrations and goodies can help them gain more mindful of to help make a difference to the
traction. Regarding products with decreasing sales. Supporting the employees with benefits
sales, free samples and discount vouchers can or an occasional outing can also encourage
give them that much-needed edge to be back them to be more forthcoming and pleasant
in the public’s eye. Face-to-face interactions to when at work.
understand any unconventional or lesser-known
items can also help give a human connection SOCIAL MEDIA TO THE RESCUE
and convince them to try it out. Many physical stores are using social media
COVID CARE to help create hype about the brand. Creating
a buzz can pique the interest of online users,
With the unprecedented effects of the especially people in the respective geographical
pandemic, it is of the utmost requirement that demographic. Social media can be used in
the store is a Covid-free zone. This includes varied ways for people to visit the respective
regular RT-PCR tests and sanitising the area store(s) – online games, regularly updated
every single day. Special precautions like 'no creatives and making the most of social media
mask, no entry' at the entrance, temperature influencers to create a demand for the optical
checking, and a hand sanitising facility can also products that the store offers. A store owner can
soothe the anxious walk-ins. Social distancing also create an 'instagrammable' section where
and contact-free payments can help reassure people can click, upload, and tag the brand. Free
the customers to visit again without any danger advertising and customer engagement can be
of being at risk. quite profitable for the company in the long run.
USE OF TECHNOLOGY Ensuring a healthy footfall is tougher, now
more than ever. The unprecedented effects of
The struggle with the footfalls can be a the pandemic has made the opticians quite
repetitive issue but the key is to never give up. nervous. This is why a healthy mix of trial-and-
It is integral to keep trying new things and error ideas as well as tried-and-tested concepts
incorporate fresh ideas to keep the customers need to be incorporated to navigate the impact
engaged with activities and other attractions. A and evolve as per the changing times.
dedicated digital space is one such suggestion
that can improve the functioning of the optical
store and even give a revamped appearance to
them. Be it optical-specific ads or short
clips about new products, latest innovations
or the tech support being incorporated
in the optical world, digital screens
can feature such videos. Brand
promotions of eyewear etc. can also
be visually exciting.
INVEST IN THE WORKFORCE
While increasing footfall
is important to get a
prospective customer on
board, once they are inside
the store, soft skills can help
retain them. A welcoming
RETAIL TALK MAY-JUNE 2022 THE INDIAN OPTICIAN 71
