The Charismatic Optical Practice

Thinking, strategy and action for the independent optician

By Alessandra Salimbene.

An optical practice reflects the choices of those who run it: who to serve, which services to offer, how to build the assortment and what kind of relationship to develop with customers.

The manual connects these decisions in a journey that starts from professional identity, defines the strategy and arrives at the operational plan.

Thinking

The role of the entrepreneur, your idea of the profession and the criteria for guiding choices, including in generational transitions or at the start of the activity.

Strategy

The value proposition, the relationship between services and products, positioning and the relationship between personal identity and the practice's brand.

Action

The Optical Retail Marketing Wheel organises ten work areas: strategic planning; space and visual merchandising; assortment; professional services; pricing policies; communication; CRM and customer service; promotions; team management; relational skills.

Who it is for

Owners and managers who want to read the optical practice as a whole and build a coherent plan, connecting marketing to management.