Breaking Down Omnichannel: A Clear Vision for Optical Retail

In today’s retail world, the customer journey rarely starts at the front door of your store. More often, it begins digitally — through a website, a blog post, or a social media feed. Shoppers today expect to move seamlessly between online and in-person experiences which creates a stronger and more lasting connection for your patient.

This is the heart of an omnichannel strategy: integrating digital and physical touch points to create an elevated customer experience. It’s about making the path from discovery to purchase feel effortless, whether a customer first encounters a brand online, in-store, or somewhere in between.

At Pair Eyewear, we see this shift happening in real time: more than 5,000 clicks are made to our store locator every week by customers eager to find a location where they can experience Pair in person. A key part of our omnichannel approach is bridging that gap - driving these engaged patients into our retail partners' stores to enhance their experience and support practice growth.

But what does it really mean to be omnichannel in optical and how can you help apply this strategy in your optical practice? Below, we break down some simple, actionable ways you can apply this strategy and stay competitive in a changing landscape.

Online Window Shopping Made Simple:

The future of retail is about blending physical and digital experiences. It’s not about replacing the in-store connection, it’s about enhancing it. You don’t always need to have an online shopping cart to create a seamless omnichannel experience. You can create an online digital catalog - similar to “window shopping” that allows your patients to look at your brands and inventory. You can even take it a step further and curate your digital catalog into specific categories such as “bridal” or “sports”. This helps build excitement for their in store experience and provides a visual representation of your dispensary online.

Not sure where to start? Most vendors make it easy for you and have digital images of all of their frames and brands. Just reach out to your sales rep and they should be able to help create a link for easy downloads.

Convenience Is the New Loyalty:

Booking an eye exam shouldn’t feel harder than ordering dinner. Consumers overwhelmingly prefer providers who offer online scheduling — and they’re willing to switch if it’s not available. In fact a recent study from Market Box stated that 94% of consumers said they’d consider ditching their current service provider for a competitor that offers online booking.

Online booking options not only meet customer expectations but also offer smart business advantages: higher appointment volume, better data, and more opportunities to personalize the patient experience.

Empower Confidence with Technology:

When it comes to eyewear, “how it looks” is everything. Virtual try-on tools have become a game-changer, helping customers narrow down their favorites before ever stepping foot in the store. By offering tools that build confidence online, you’re not taking away from the in-person experience, you’re making it stronger and more intentional. 

Loyalty Isn’t a Card — It’s a Connection:

Traditional punch cards have given way to digital loyalty programs that reward patients for their loyalty and encourage repeat visits. According to Merkle’s Loyalty barometer report in 2024, 77% of consumers belong to 5+ loyalty program and 93% say it affects where they spend their money. Loyalty programs will help with customer retention, customer referrals as well as generating authentic reviews that you can use to help market your business. 

Your Storefront Is Also Your Instagram Grid:

Today’s customers use social media to vet businesses before visiting. Think of Instagram and Facebook as extensions of your storefront. Showcasing your team, your frames, patient testimonials, and your unique culture gives potential customers a glimpse into what sets you apart — and it’s easier than you think, especially with ready-to-use assets from brands like Pair Eyewear.

At Pair, we’re committed to helping our optical partners succeed by connecting the dots between digital interest and in-person experiences.  Our omnichannel approach is designed to help guide patients right to your door and help answer our most asked question “where can I try on Pair Eyewear”.