Page 10 - Envision November-December 2020

Cover Story

C ONSUMER NEEDS

Most ECPs are now operating on an
appointment-only basis for store entry.
This has proven to be popular with those
clients who have adjusted to the new
normal. Paul Boyko says, “this new path to
purchase is so much more user-friendly for
the patient. Once they have gone through
the COVID-19 protocols and enter the
store, they have my undivided attention.
They tell us that they feel safe and are more
satisfied with the service. And remakes are / Bruce Eyewear - Safety Station /
down dramatically.”
“ It was a blatant Elderly clients, however, sometimes find it hampered by covering up so much of the

difficult to adjust to the new reality, notes face. Clients may want something that
attempt to attract
attention or to divert it Randhawa. “We have several signs on helps them stand out more dramatically
the door that ask clients to call, but they than they ever did before. It certainly
from my hair. We all look may not have a mobile phone and it can worked for me as I was remembered
seem overwhelming. Some of the new because of my frames. We are looking for
so anonymous in our precautions are difficult to adjust to but ways to connect in our captivity and a
they are in place to protect all of us. We dramatic new frame may do the trick.”
masks and more than still allow space for walk-ins because our
ever our social elderly demographic is so accustomed to She also advises ECPs to let go of old
that. These are difficult times but mostly knowledge about familiar clients. They may
interaction is our clientele is very understanding.” have quite different needs now. It could be
that Ms Jones, whom you’ve known for 20
hampered by covering Osborne points out that the appointment- years while she raised her kids, is part of a

up so much of only paradigm allows ECPs to prepare a new world of online learning and wants a
“ carefully before they arrive and pull a academic well past middle age may want
customized experience for each client. fresh new look. Communicate to her that
the face. “For repeat customers, review their files you see where she is now. The established
curated collection of frames, appropriate to approach his students with an air of less
contact lens solutions and accessories. authority and more warmth than he did
Have literature and other resources in the past, and a new frame can help him
appropriate for their age/stage/medical achieve that.”
needs. Maybe put on a pot of tea or coffee
and have dog treats for their four-legged Osborne also shares that when she couldn’t
companions. Hopefully, you have kept go the gym she started hiking more. “My
notes with details about their personal fashion sunglasses just didn’t cut it on the
lives that you can draw on to start a hiking trail, so I purchased a sport-oriented
conversation. I would even change the pair just for that purpose. Multiple pair
background music in the store to match purchases for changed activities are
their generation.” another potentially untapped market for
ECPs who take the time to hit re-set on
Some clients will be looking for their understanding of client needs.”
‘remarkable’ frames to help them stand out
in video meetings. Early in the pandemic It is essential to remember that you are
Margaret Osborne chose asymmetric not selling eyeglasses: you are selling an
frames, with one eye wire round and one experience, one which has become far
square. “It was a blatant attempt to attract more complex than it was just one year
attention or to divert it from my hair. We ago. But that needn’t result in less income
all look so anonymous in our masks and for you as you learn how to stand out in
more than ever our social interaction is this strange new world.

1 The Globe and Mail, Retail Spending Stalls after Buying Spree in Early Recovery. Matt Lundy, Oct. 21, 2020.
https://www.theglobeandmail.com/business/economy/article-retail-spending-stalls-after-buying-spree-in-early-recovery/#c-image-0

10 / NOVEMBER - DECEMBER 2020 / www.ENVISIONMAGAZINE.ca /