Reimagining optical retail to an engaging eyewear experience

May 12, 2025 Siu-Yin Shing

A little while ago, my friend invited me to join her on a glasses shopping trip and I, of course, accepted immediately! Little did I know the experience would be such an eye-opener.

 

As an eyewear enthusiast, I frequently attend optical shows where I'm surrounded by thousands of frames, each showcased in their unique setting. Each brand’s booth or display area gives the brand a distinct identity, so I can fully immerse myself in their design and individuality, plus I have the opportunity to explore the entire collection in every colour available. It's exciting and immensely enjoyable to see, feel and try on countless pairs of glasses. So, since I never have to shop for glasses like a normal consumer, my benchmark for this shopping trip was the optical show experience.

 

But when I entered the first optometrist’s with my friend, I was instantly confused, my mind racing with questions: why are the frames simply displayed on racks? Why do so many pairs look identical? The chaotic mix of colours and brands left me feeling disorientated and the environment felt so uninspiring that I didn’t even know where to start. We visited five stores that day, from independents to chains, yet the same question remained: where is the brand identity?

 

So how do we improve this and make glasses shopping feel like an exciting optical show, albeit on a smaller scale?

 

Creating that optical-show effect

 

At optical shows, brands catch visitors' attention through innovative displays of eyewear, lighting and thoughtful stand design, all of which vividly represent their identity. Maarten Weidema from Top Vision Instore, specialists in the art of optical-store fitting, explained how practices can replicate fair-level quality on a smaller scale. “Stores should focus on incorporating effective lighting, spacious layouts and smart display units, all enhanced by distinct colour schemes to set each brand, design or style apart,” he said, adding this makes it easier for customers to navigate.

 

 

Interior A - Andrew Willetts Optician

 

Transforming a customer’s eyewear-shopping experience involves creating a unique identity for each frames’ brand and enhancing the store atmosphere with strategic lighting, said Weidema. “By integrating solutions such as the Carré Image Lightbox and custom-built LED displays, stores can spotlight different collections, providing each brand its own ‘stage’ to captivate customers. This approach allows for a sense of discovery and attention to each design, like at an optical fair.”

 

To further elevate the atmosphere, practices can adopt minimalist designs and interactive displays, streamlining the space to avoid overwhelming customers with crowded racks and displays. By utilising features such as flat podiums and L-shaped blocks as stages, stores can create a more engaging, gallery-like environment. Such setups also facilitate hands-on interactions, making the process of choosing glasses more personalised and enjoyable.

 

 

Each frame has its own mini stage with a small block of colour in-between to separate each brand in this spacious practice

 

Enhancing the shop space with thoughtful accessories is another crucial aspect. Biophilic interior designer Nicla Diceglie from Nicla D Interiors recommends incorporating elements such as plants and cosy sofas or chairs to foster an inviting atmosphere. Such simple touches can encourage customers to linger longer. Additionally, using distinct colours to differentiate various styles and brands can infuse depth and creativity into the store. While glasses remain the main product, introducing complementary items will further enrich the consumer experience and add an exciting dimension to the glasses-choosing journey.

 

A natural companion to glasses is a glasses chain; however, there are numerous other versatile products that can appeal to both men and women. Consider scarves, hats and even watches to enhance your offering. Displaying a mannequin sporting these accessories along with a pair of glasses allows customers to envision how they can all work together.

 

Seasonal showcases

 

While showcasing sunglasses in summer is a given, we can elevate the experience by pairing them with complementary products such as sun hats or specialised facial and eye sunscreen. In winter, featuring items such as anti-fog spray and scarves and gloves not only meets consumer needs but also captures their imagination, without occupying too much display space. Think about how frequently we visit fashion stores and are drawn to the mannequins’ coordinated looks. These displays are curated to inspire consumers to seek out and replicate that look – the power of thoughtful product pairing is an important part of the shopping experience.

 

 

With a fun element of a bike seat, this shop offers beverages to their customers, creating a welcoming vibe

 

Several eyewear brands also offer more than just frames. For instance, Einstoffen sells watches, T-shirts and jewellery. Additionally, many brands create jewellery from leftover acetate. I even have a pair of Vanni earrings.

 

Summary

 

Transforming an optical store into an engaging space can add to the shopping experience. By borrowing elements from optical shows and adapting them for your space, stores can spotlight individual brands and offer customers an enjoyable journey of discovery. Accessories such as plants, comfortable seating, merchandising and using colours to create zones create warmth and invite customers to explore at leisure, while seasonal and complementary products meet practical needs and boost the store's appeal.

 

As the industry evolves, embracing these strategies will not only set your practice apart but also create a lasting impression for your customers, encouraging repeat visits and fostering a strong customer base. Remember, the goal is to make every visit to your store a memorable and personalised event which customers look forward to. Picking the perfect frame requires that special touch.

 

My friend ended up shopping online because she said at least all the styles and colours are well-organised – by simply applying a filter, you can immediately narrow the selection down. We need to bring that experience into a store environment, because when it comes to eyewear, you really need to try before you buy.

 

 

Born in Hong Kong and based in the UK, Siu-Yin Shing is a freelance writer and a regular contributor to NZ Optics. She also has an eyewear blog, myglassesandme.co.uk