11/4/2023 0 Comments Optical retail planogram“People without a marketing background don’t realize how important it is to have an in-depth understanding of their ideal customer. “Retailers need to be really clear on who their target market is,” says Margaret Osborne, acting chair of the School of Marketing and Advertising at Toronto’s Seneca College. ![]() Your ideal customer should be reflected in each essential aspect of your store: location, design and product composition. What comes before location? Who you want to serve, according to the experts. Your store can still fail if location is your only concern. It also ignores the fact that location is not even the first step in the decision-making process. ![]() The real estate mantra, ‘location, location, location’ is an important one, but like many over-simplifications it belies the complexity of the decisions required to open an optical store. Whether you’re opening your first store or your umpteenth, there’s plenty to consider, starting with WHO will you be serving, WHERE is best to locate, and HOW will your store speak to your clientele.
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