‘Today’s consumers live multi-dimensional, multi-platform lives,’ reports Forbes, ‘and their buying behaviors reflect that.’
Luckily for ECPs, the challenge isn’t as big in optical as pure retail. Yet!
According to The Vision Council, when asked if they used the internet for any purpose when making their most recent eyewear purchase, 22% of eyeglass purchasers answered yes. And only 4.2% of them actually bought Rx eyewear online.
The pressure is nonetheless on to both build a stronger online presence and create a seamless transition from in-store to online, and vice versa. It’s all about complementing, not cannibalizing your physical store. Here are a few suggestions.
Position your online self as offering just one or perhaps a few niche products online.
Consumers don’t just want to buy online. Increasingly, they are seeking a seamless, online-enhanced experience in your brick and mortar location. How? Create a Selfie Corner to encourage sharing with friends and family. Incorporate technologies like virtual try-on and video sharing. Why? Because peer recommendations carry 10x more weight than staff recommendations.
So, what do consumers want from you? ‘More in-store technology capabilities,’ reports RetailDive.com, ‘as well as deeper, more personalized integration between brick and mortar, mobile and online.’