We’ve been wanting to write this blog post for a while now, but somehow something always comes up that seems “more interesting” so this gets pushed to the back burner. It is comically fitting for the topic of this post to be countertop displays, because that is often how they are perceived (“less important”). Countertop displays are usually overlooked when designing a new space or thinking about the overall environment for an optical store design. They are the “underdog” of the display world and yet they are incredibly useful to create a versatile and easily changeable display in the ever-changing world of retail. Hence the topic of this post…utilizing the underdog!
As mentioned countertop displays are often overlooked, but they are a great point of purchase marketing machine that utilizes space that would otherwise be wasted! Although we could spend this entire post just sharing ideas of how to use countertop displays, we will only be mentioning a few as well as give you some ideas to think outside the box!
Displaying frame lines, making a last-minute sale at the reception counter, or taking advantage of countertop space on a dispensing table…the possibilities are endless!
Changeability: As I am sure you have heard before it is important to change up your displays, and often! Patients do not want to see the same thing every time they come into your office. Countertop displays are very versatile, movable, and interchangeable making them the perfect display for something new and exciting!
Knockdown capabilities: Newer onto the countertop display scene is the idea of “knock-down” countertop displays. They create opportunities that standard displays would not. Opportunities like easy storage when you sell all your frame inventory or compactibility for travel to events like tradeshows or client meetings.
Utilization of lower shelves and counters: A common misconception is that lower shelves and counters are off limits for displaying frames, when that is simply not true! There are many styles of countertop displays that thrive in that environment. Displays like the Low Angler or Pediment showcase the frames in an upward angle, presenting the product to the patient with ease.
However, keep in mind that countertop space isn’t just for eyewear displays. Counters can also be a great place to strategically place a mirror or point of purchase sign with marketing materials.
Think outside the box!
Get creative, think outside the box, and accessorize with things you wouldn’t expect. For example,…fall is coming up so let’s create a display around that! Imagine this, you have a floating glass shelf system in your window and you utilize a countertop display to showcase the frames (something like the Tray Elegante) and you accessorize by placing fall leaves, pine cones, and a mini pumpkin next to the display. This creates a unique environment for the display that draws the customer’s eye to the frames.
Even in the exam room there is a use… where do your patients put their glasses during their eye exam? Do they just set them on your counter? If the answer is yes, then you have the perfect opportunity to place something simple (like a single ShowOff) in the room for them to set their glasses on during the appointment. Similarly, this same idea works for hairdressers, massage therapists, and many other service industry providers who require their patients or clients to remove their eyewear. Adding this simple “luxury” for your patients shows that you care about their experience and it sets you apart from all the rest!
Think about your resale possibilities! Where do your patients set their glasses at night when they go to sleep? 9 times out of 10 they set them on their night side table…just think about the potential for scratching, crushing, or simply misplacing them when they don’t have a “home”. An easy fix for this would be a small countertop display (like the Tray Elegante Single) sitting on their nightstand. Or if they have multiple pairs of glasses in different colors and a ton of different sunglasses, there are many options for bulk storage as well! Things like Tuxedo Trays to put into a dresser drawer, a SpecSaver or Seattle Slim to put into a closet, or even a countertop rotary for the patient who has a different pair of frames for every occasion. Instead of purchasing these displays from big box retailers where the varieties and styles are very limited, give your patients the opportunity to purchase them from you! You purchase them from us, then resell them to your patients…it’s a win win for everyone!
Countertop displays come in many different shapes and sizes, chances are you will be able to find the perfect combination to suit your needs as well as the needs of your patients! They are a small investment with a big impact!