Eyes-Road - Another vision of EDI > All Blog > Marketing de l’Optique > Opticiens : comment conseiller les enfants en boutique ?

Opticians: how to advise children in the shop?


With the constant evolution of myopia in particular, the need for glasses intervenes more and more early. Younger, the need to renew equipment is also stronger, because the view changes rapidly. This is how the child has become a target of choice, as well as parents, to be satisfied.

The child at the optician: more than a follower, a decision maker!

No more parents choosing clothes, activities and … glasses for their kids! It's a time when the choice was simply shapes and colors! The child in the optician as everywhere in society of the XXI century, knows what he wants or does not want, and he says it.

[Caption id = "attachment_10338 "align =" aligncenter "width =" 600 "] optician-and-child @Pixabay [/ caption]

If, until the age of about four, he will express himself essentially sensory , the years that follow will reveal a personality where the notion of choice is important

The omnipresence of advertising and the advent of the internet and social networks make children small consumers , who are able to quickly quote brands according to product categories.

And above all, he is looking for something new: to assert himself as a consumer ! Again, the break with a certain period is brutal: children, from seven or eight years, seek to be treated as consumers lambda, not as individuals who will not make any decision because they do not have an account in bank.

optician-and-child2 @Pixabay [/ caption]

How to adapt?

You will have understood, if in the 80s and up to the beginning of the XXI century, the idea was to separate the service and the needs of children from those of adults (corners even stores specialist), the motto at the optician is now " family .

[Caption id = "attachment_10344" align = "aligncenter" width = "600"] optician-and-Child4 @Pixabay [/ caption]

An interesting parallel can be made between the beginning of the 20th century, in which school children could come to the rescue of their illiterate parents and the beginning of the 21st century, where children born with digital technologies will help their parents to use their tablets or their smartphones.

This is a new behavior that must be adopted to take into account of the family group. The child, in the strong need of renewal, becomes a privileged interlocutor . The after-sales service must be generous in its regard because it is automatically a customer with strong potential for additional sales.

Grouping and no longer separating members of the same family comes back finally for the optician to create a new differentiation that did not take place a few years back.

In any case, we must know how to recognize it: the recognition of some will engender the fidelity of others …

Source: Essential of Optics