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4. Offer a Curated Product Range Influencer Collaborations: Partner with
parenting bloggers or child-focused
Trendy Frames: Stock vibrant, themed influencers to promote your brand
designs inspired by superheroes, animals, or authentically.
playful patterns, crafted from lightweight,
durable materials. 8. Foster Long-Term Customer Relationships
Specialised Products: Provide blue-light- Loyalty Programs: Implement schemes
blocking glasses, prescription sports goggles, offering birthday discounts, free adjustments,
and sunglasses, along with contact lenses for or exclusive invitations to store events.
older children with specific needs. Personalised Service: Remember milestones
Customisation Options: Allow children to like a child’s first pair of glasses to create a
personalise their eyewear with stickers, lasting impression.
charms, or colour choices to make the Timely Follow-Ups: Send reminders for
experience memorable.
annual eye exams or share updates on new
5. Execute Engaging Marketing Campaigns collections through email or direct mail.
Kid-Friendly Advertisements: Use playful CREATING A PLAYFUL IN-STORE
visuals, relatable mascots, and engaging EXPERIENCE
videos to capture children’s interest.
Incorporating a play area into the store
Seasonal Promotions: Run campaigns around can significantly enhance its appeal to families
key periods, such as "Back-to-School" offers with young children. A small table with toys,
for glasses or summer discounts on UV- crayons, and games allows children to stay
protection sunglasses. entertained, enabling parents to shop at ease.
By prioritising a joyful, engaging atmosphere,
Social Media Presence: Share creative content the store can become a trusted destination for
on platforms like Instagram and YouTube to children’s eyewear.
connect with parents and children.
Creating a child-friendly optical retail
6. Build Trust with Parents
experience involves thoughtful branding,
Educational Initiatives: Conduct workshops innovative product offerings, and a welcoming
or provide online content about early vision store environment. By addressing both kids’
care, eye health tips, and the importance of needs and parents’ concerns, optical retailers can
UV protection. establish themselves as leaders in the growing
market for children’s eyewear.
Trained Staff: Equip your team to address
parents’ concerns about safety, durability, and
eyewear options with professionalism.
Value Offers: Introduce family discounts or
packages to make your offerings appealing AUTHOR:
to parents managing multiple children’s POOJA SINGH
eyewear needs.
M.Optom B.Optom
7. Collaborate with Communities (AIIMS) EMBA (IIM-
Calcutta)
School Partnerships: Organise free eye check-
ups at schools or collaborate with teachers to
educate children about eye health.
Local Events: Participate in or sponsor
community events, offering branded
merchandise or eyewear discounts.
130 | THE INDIAN OPTICIAN | NOV-DEC 2024 RETAIL
