Eye Yoga: The Secret Customer Retention Strategies for Optical Business no one wants you to know!

Eye Yoga: Improving customer retention in retail optical stores.

Gone are the days when a sale ended at the counter. Today, it’s all about continuous engagement and adding post-purchase value. “Eye Yoga” offers the perfect solution.

By introducing relaxation techniques for the eyes, you not only help your customers combat eye strain but also cement your place in their wellness journey – making it one of the reasons to stay loyal to your brand, therby increasing customer retention in yout retail optical stores.

The Lululemon Example:

Lululemon Athletica, a Canadian athletic apparel retailer, has strategically positioned itself not just as a retailer, but as a lifestyle brand.

Worth a read: Lululemon Uses Lifestyle Marketing to Create a Strong Brand Community in 2023

This retailer frequently hosts complimentary yoga and fitness classes in its stores or nearby parks.

It’s a customer retention strategy to not only draw people into their stores but also position themselves as a brand deeply invested in the wellness and fitness of their customers – thereby improving their customer retention and loyalty.

Cost of this retail optical store customer retention strategy

Hosting free classes does have operational costs (e.g., paying instructors, setting up the space, potential wear, and tear on the store), these are often outweighed by the benefits of increased foot traffic and potential sales. You can dramatically reduce the cost by taking the sessions online.

Cost Vs. Reward:

While hosting “Eye Yoga” sessions may come with operational costs, the potential ROI is enormous. Think about it:

• Increased foot traffic.Boosted sales.
• Unwavering brand loyalty.

Plus, with the digital age at its peak, take your sessions online and save big!

How Will the Customer Feel?

Upon practicing “Eye Yoga”, customers are likely to experience:

Relief from Eye Strain: Many exercises aim to relax the eye muscles, offering instant relief from strain.

Enhanced Focus: Regular practice can potentially help in improving concentration and clarity of vision.

Empowerment: Knowledge and practice of these exercises equip customers to take proactive steps towards their eye health.

Holistic Wellness: A sense of overall well-being, recognizing that they’re caring for a critical aspect of their health.

How to Implement this retail optical store customer retention strategy?

 

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

 

A post shared by OPTYSKI SERVICES (@optyski)

Collaborate with Yoga Influencers: Partner with yoga influencers or experts specializing in eye care to conduct regular sessions. This could be a bi-weekly online event, free for your subscribers or a small fee for non-subscribers.

Resource: 25 Yoga Influencers and Bloggers in India on Instagram

Create and Share Content: Develop content around “Eye Yoga” – videos, infographics, and articles – and share them across your digital platforms.

Example of eyecare content:

 

 

 

 

 

View this post on Instagram

 

 

 

 

 

 

 

 

 

 

 

A post shared by Himalayan Optical Centre (@hoc.siliguri)

Resource: Eyecare tips content 

Instore demos after eye test:  After the eye test, guide the customer through a quick 5-minute routine that they can practice daily.

Reward users: Offer a discount on frames or lenses for customers attending Eye Yoga workshops.

Follow-Up: Engage with customers post-test to remind them of the exercises and inquire about their experience.

Tools required for this stratergy:

• A suitable venue (physical store or online platform like Zoom)
• Marketing materials (posters, social media posts)
• Feedback forms
• Recording equipment (if offering recorded sessions)

Commercial & Brand-Building Aspect:

• Holistic Approach: Showcases your brand as one that cares about overall eye wellness, not just selling products.
• Community Building: Regular attendees can form a mini community, enhancing brand loyalty.
• Engagement: It fosters community and engagement amongst your customers.
• Value-Add: It provides additional value beyond just selling optical products.

Justification of Enhanced Customer Care:

Eye yoga sessions highlight a proactive approach to eye care, emphasizing preventive measures over reactive solutions.

Tangible Outcomes:

• Increased customer engagement and loyalty
• Differentiation from competitors
• Potential upsell opportunities post sessions (e.g., protective eyewear, eye drops).

Challenges? We’ve Got Solutions!

Challenge: Scepticism about the efficacy of “Eye Yoga.”

Solution: Offer free introductory sessions, backed by testimonials and any scientific literature that supports the benefits of eye relaxation techniques.

Challenge: Logistics of hosting sessions in-store.

Solution: Use online platforms like Zoom or Google Meet to host virtual sessions, ensuring wider accessibility and reduced logistical issues.

Challenge: Attracting qualified instructors for the sessions.

Solution: Collaborate with local yoga studios or optometry schools to find certified professionals who can conduct these specialized sessions.

Challenge: Ensuring consistent customer participation.

Solution: Introduce loyalty programs or discount incentives for consistent participants.

Safety Precautions:

Clear Disclaimers: Ensure customers understand that “Eye Yoga” exercises are complementary and not a replacement for medical advice, diagnosis, or treatment. Always have participants acknowledge this disclaimer before starting.

Guided Sessions: Always have a trained instructor guide the exercises. Incorrect techniques can do more harm than good.

Awareness: Educate participants about the signs of eye strain or discomfort. If they experience any pain or discomfort during the exercises, they should stop immediately and, if persistent, seek medical advice.

Hygiene: If sessions are conducted in-store, ensure the space is clean, especially if any props (like yoga mats) are provided. In the context of eye care, also make sure participants wash their hands and avoid touching their eyes during sessions.

Personalized Advice: Remember that every individual’s eye health and capacity are different. What works for one might not work for another. Always suggest participants to approach “Eye Yoga” at their own pace and comfort.

Metrics & KPIs:

Attendance Rate: Track the number of participants per session. An increasing attendance rate can indicate growing interest and efficacy of the program.

Customer Feedback Scores: Use post-session surveys to gauge participant satisfaction and areas of improvement.

Repeat Purchase Rates: Monitor if participants of the “Eye Yoga” sessions show higher frequency in purchasing or upgrading eyewear.

Engagement on Digital Platforms: If you’re sharing “Eye Yoga” content online, track likes, shares, and comments to gauge interest and engagement levels.

Referral Rates: Encourage participants to refer friends or family and track these referrals to measure the word-of-mouth effectiveness of the sessions.

By addressing these challenges, metrics, and safety precautions, optical stores can ensure a successful and safe implementation of “Eye Yoga” sessions for their customers.

Conclusion

The innovative strategy of introducing “Eye Yoga” in optical stores showcases the transformative power of thinking outside the box.

Not only does this approach prioritize the well-being of customers, but it also strengthens their bond with the brand.

The mantra is simple yet effective: keep calm, stay committed, and consistently employ this strategy.

As we’ve unveiled the potential of “Eye Yoga” in boosting customer retention and engagement, the question that beckons: Are you ready to revolutionize your customer experience?