Optical Merchandising Workshop - PECAA


About The Workshop

According to the MBA Practice Profile, frame, lens, and contact lens sales account for 60 percent of total revenue, making it the largest single source of revenue in an independent optometric practice. When lens products and frame inventory is strategic, the optical can be a profit center. On the contrary, when the inventory management, merchandising, or marketing systems are deficient, the profit opportunity from the sales of frames, lenses and contact lenses are diminished.

The Merchandising & Marketing Your Optical Workshops are open to Members and prospective Members and are free to attend.

Attendees Will Learn:

  • Sales training
  • Optical merchandising tactics
  • Inventory management
  • Negotiating strategies
  • Strategic marketing

Who Should Attend?

  • Owners, Administrators & Managers
  • Optometrists (4 COPE-PM CE Hours)
  • Spectacle Opticians (4 ABO CE Hours)
  • Contact Lens Technicians (2 NCLE CE Hours)
  • Paraoptometric Technicians (4 CPC CE Hours)


2020 Workshop Schedule

Save the date for the following 2020 workshops (subject to change):

  • January 29: Miami, FL
  • February 12: Austin, TX
  • March 4: Los Angeles, CA
  • March 5: Honolulu, HI
  • March 10: San Diego, CA
  • May 12: Columbia, SC
  • May 13: Alexandria, VA
  • May 20: Tulsa, OK
  • June 3: Minneapolis, MN
  • June 19: Indianapolis, IN
  • September 30: Cincinnati, OH
  • October 7: Auburn Hills, MI
  • October 13: Kansas City, MO
  • October 14: Salt Lake City, UT
  • October 22: Seattle, WA
  • November 10: Phoenix, AZ

Downloadable Course Notes:

Please fill out the form below if you wish to download course notes after your event.



Workshop Speakers:

Samantha Toth

Samantha Toth, ABOC

Samantha is a professional speaker and marketing rockstar for Innereactive, located in Grand Rapids, Michigan.  She grew up in an optical practice with multiple family members in the industry.  An ABO certified optician herself, Samantha worked as a dispensing optician for eight years, as well as managed an independent optometric practice.  In 2003, she started Innereactive, a full-service marketing company that specializes in the optical industry.  Her experience as a certified optician, along with her formal marketing education has given her a unique perspective on marketing, design, and website solutions for the optical industry.

Samantha lectures internationally, teaching optometrists and opticians proven strategies for marketing and enhancing the patient experience. Her niche expertise led her to be named one of the “Most Influential Women in Optical,” and her company was named one of Michigan’s Top 50 Companies to Watch in 2016.  She and her team work with laboratories, frame and lens manufacturers, and eye care practices across the country.

Doug Martin

Doug Martin

Doug is the owner of Optical Solutions consulting company and a professional speaker for Innereactive. With over 35 years of merchandising and management experience, he started his career on the loading docks of Neiman Marcus and worked his way up to managing the stores of this high-end, luxury retailer. He also worked for I. Magnin and finished his retail career with Macy’s where he was responsible for 18 stores in five states.

In 1999, Doug transitioned into the optical industry where he served as President of a two-office, five-doctor practice that under his leadership, became a market leader with 16 locations and 25 doctors. In 2009, he started his consulting company Optical Solutions. Since that time, Doug has used his expertise to advise and help lens manufacturers, a doctor alliance group, and over 100 eye care practices. He lectures across the country teaching eye care professionals how to expertly integrate purchasing, merchandising, and selling into their business.


Get started today and start realizing the benefits of PECAA membership in your own practice.

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