As we cross the halfway point of 2021, now is a great time to assess where you stand year to date. This is best achieved by taking stock of everything in the books and on the boards. Reforecasting sales goals and inventory needs is necessary in order to keep up with changing consumer behaviors and to maximize business in the post-pandemic future that seems within reach.

ABOUT THE AUTHOR:

Sheena Taff is a second-generation licensed optician at Roberts & Brown Opticians in Vancouver, Canada. Since becoming the optical boutique boss, she has evolved and grown the business and taken it to new heights. Taff is familiar with the many roles an independent practice owner and employees must undertake and wants to share tips for growing a successful practice.

WEEK 1: FOCUS ON PRODUCT.

Ensuring you have enough inventory means no empty spots or missed opportunities. With business picking up for everyone, back orders and sellouts are inevitable.

□ Don’t underestimate the sales rack; have a dedicated area for marked-down merchandise. It will bring attention to pieces you want to get rid of that can get lost on the board.

□ Sales reps are on the road again and have lots of new products for you to touch/try. Book appointments.

□ Ask your sales rep for a back-order report to ensure you are aware of the delivery timeline.

□ Have a plan B for back orders or shipping delays. Print weekly frame sales and reorder frames that sold in less than 30 days; this will lead to multiple repeats.

WEEK 2: STAY CONNECTED.

As we near the end of the pandemic, we want a return to all the positive patient behaviors, without forgetting the new ways we stay connected to them.

□ Determine which Covid procedures you plan on keeping and which to discontinue, things such as frame disinfecting, a locked door, hand sanitizer station, temperature checks, and more.

□ Update your website/Google/Yelp/Facebook with any of the above changes to Covid procedures or hours for your practice or optical shop.

□ If you reduced marketing during Covid, reassess the budget and boost your presence online. Re-embrace curb appeal. Create a welcoming summer-themed window display that welcomes passersby in.

WEEK 3: REVIEW INVENTORY.

Taking stock of your inventory is essential to your bottom line. Having staff connect with all the products in the practice will keep things from collecting dust.

□ Pick an inventory date; try choosing a day your practice closes early to avoid keeping staff too late.

□ Ensure all your products are accessible to count. Make sure nothing is hiding in closets or drawers.

□ Pre-count overstock and check your inventory system for products you know aren’t on hand.

□ Have a game plan, zone your store, or assign brands to each employee to count. Have a dedicated “spot checker” to ensure nothing is overlooked or miscounted.

□ Arrange for a meal delivery to keep staff fueled and focused.

WEEK 4: ASSESS STAFFING.

Staffing is a delicate balance of matching business needs and work/life harmony to keep employees happy and putting their best effort forward.

□ Summer months usually mean more requests for time off. Ensure staff members know of any blackout dates or conflicts.

□ Identify peak hours and days of the week for exams/sales; find the pattern and plan accordingly.

□ Write a strategic schedule. Have your strongest staff members on hand during busy times. Consider flex shifts that can be shortened and save on payroll.

□ Partner your strongest staff members with less-experienced peers. Ensure they have a clear learning objective, and follow up at the end of each week to address progress.