Might as well start influencing them to buy with these three tips.

Invision March 2026

“WE LIKE TO THINK we are in control … The truth, however, is that many of the actions we take each day are shaped not by purposeful drive and choice, but by the most obvious option.”

Understanding the obvious option is what humans will choose has shaped the concepts of retail science all around us. Sadly, optical galleries are not utilizing this truth. In his book Atomic Habits James Clear, quoted above, brilliantly reflects on the human instinct to do what is easiest. He refers to a six-month study done at Massachusetts General Hospital in Boston to see if they could alter purchasing habits in the hospital cafeteria, not by advertising, nor changing the sales verbiage of the cashier, but simply by rearranging how the products were placed on display in the cafeteria. The goal was to get people to purchase healthier options. The result was in just three months soda sales decreased by 11.4% while bottled water increased 25.8% and they had very similar results with the food sales. The most important part is that neither the workers nor the customers were told a word of the experiment, it was all influenced by product placement.

Let’s reflect that back on our opticals. Whether you intend to or not, you are already influencing how your patients purchase. Unfortunately, many of your opticals are unknowingly influencing your patients to not make a purchase.

Many optical managers overlook the importance of product placement in their displays. I’m going to take a guess at your optical’s merchandising planning: Your display planning begins and ends with men’s/women’s/kids’. Am I right?

Most have never thought of arranging the optical any differently than men’s, women’s and kid’s. Some are even disgusted at the idea of anything else. If you’re thinking, “This is just how our optical is set up,” that’s a common excuse. Listen to this: By adapting their optical merchandising and inventory habits, Spexy’s FrameTurn members have been able to increase their sales profitability on the average of $100k a year. This is done by refining three main aspects of the optical gallery:

Proper reordering habits. You simply cannot sell what you don’t have to sell, so if you’re not reordered how are you going to sell it again? Proper habits make sure that particular frames are ordered back in at the ideal rate and particular frames are ordered in multiple colors.

Merchandise by brand. Merchandising frames only by gender is limiting your sales by at least 15%, for some we have calculated this closer to 30%. It deprives you of optical sales of your unisex frames and from the fact that brands sell more effectively when showcased together. Follow the QR code for a deeper explanation.

Showcase only brands that are selling. One of the most devastating realities happening in independent opticals is holding on to brands that are not serving you or your patient.

Proper merchandising creates an environment that draws your patients into the gallery, shows them where to focus, and has them making small decisions quickly encouraging purchase. Whether you want to admit it or not, your lack of thoughtfully merchandising your optical is hindering sales.

You are already influencing them, might as well start influencing them to buy.