• We have a strong focus on getting Google reviews, as our monthly Google My Business results indicate that hundreds of people look at our profile each month to visit our website or give us a call. In such a competitive market, reviews are an invaluable way to build credibility and tell prospective customers why they should choose us.

• We encourage our customers to leave reviews through several touch points including our newsletter, a QR code at our reception desk and a QR code flyer included in every customer’s ‘goodie bag’ when they pick up their frames. We respond to our customers’ reviews and I’m proud to say since we took over the business just over three years ago, we have a perfect 5-star record and have lifted our total rating from 4.3/5 to 4.8/5!

We use Facebook and Instagram almost daily to post a variety of content. This content often focuses on what sets us apart from our competitors:

1. We focus on promoting the brands in our practice that are only available at a handful of other practices in Brisbane and ensure our posts are very customer-centric. 
2. When a customer picks up their glasses, we take a photo of them and add it to our socials with a bit of a back story as we acknowledge that everyone’s eye health needs are different. This shows our commitment to working with our customers to truly understand what they need. We’re not about selling - we’re about a holistic approach to eye health and a personalised experience. This is reflected in the way we position ourselves in our social posts.  
3. We also post reviews from our customers to incorporate some ‘social proofing’ across our channels.
4. We follow and engage with other local business’ posts and post weekly in our local neighbourhood group.

In terms of other digital marketing initiatives, we have a monthly newsletter that covers the latest frames, an eye health-related piece written by one of our optometrists, any available offers and other important information. We include our booking link where necessary throughout the newsletter These newsletters have an average open rate of 35% which is about 10% above industry average. 

Social media and the broader digital marketing landscape is constantly evolving and we do our best to adapt and tweak our strategy when needed.

Satisfied employees are crucial to our practice's success, and as the leader and owner, it is my responsibility to ensure a harmonious team environment.

We begin every new employee onboarding with an introduction to our policy and procedures manual, which serves as a collaborative guide for consistent operations. To deepen their understanding of our products, I encourage staff to participate in frame selection during sales representative visits. This enables them to develop a passion for our brands and to confidently engage with customers regarding frames and lenses. When new lens products become available, I schedule rep visits over coffee to ensure staff can learn and enjoy the experience. Our suppliers also offer evening training sessions, which all staff are encouraged to attend. By combining this style of training with our living procedures manual, our team members can learn through a variety of channels.

Celebrating every success, no matter how small, is paramount. Sharing incentives and treating the team from time to time is an effective way to do so.

Catering to your market is essential for any small business, particularly those not located in high-traffic areas. At Image Eyewear, our demographic values personalised service, product quality, and unique brand offerings. To meet these expectations, I maintain strong relationships with frame representatives, regularly updating our inventory and ensuring the freshness (using an ageing report & stocktaking) and relevance of our stock. By stocktaking brands regularly, we can keep best sellers on display and move on those frames that are becoming stale. With over two decades of buying experience, I understand the importance of supplier relationships and will continue to support those that continue to support me.

I am often in attendance at trade shows to keep my eye on what’s new and trending. I will use these opportunities to familiarise myself with ranges I do not usually see with my regular suppliers.

We have also been known to go above and beyond for a more personalised experience for frame selections. On occasion we will offer one-on-one consultations with our reps for our VIP clients with specific needs.

In an effort to diminish paper waste, we have prompted our staff to inquire if customers prefer electronic receipts. A significant number have opted out of receiving paper receipts altogether, aligning with our paperless consulting to minimise paper usage.

As an additional measure, we have started recycling boxes & plastic packaging from suppliers and repurposing them for our returns or even just returning plastic packaging for our labs to re-use.

We are actively exploring products constituted of recycled materials which our clients are demonstrating augmented interest in.

Moreover, we are contributing to the Recycle for Sight program through the Lions Club as part of our commitment to the community.