Optical Merchandising Workshop - PECAA



About The Optical Merchandising Workshop

PECAA’s popular one-day Optical Merchandising Workshops are designed to give attendees a better perspective on the process of merchandising, creating compelling frame displays and managing frame inventory in order to maximize profitability.

The workshops include a complete day of learning and hands-on courses that are beneficial for doctors, optical buyers and practice administrators.


2019 Workshop Schedule

Our 2018 workshops have concluded, but save the date for the following workshops scheduled for 2019 (subject to change):

  • March 7: Nashville, TN
  • April 17: Cleveland, OH
  • April 29: Baton Rouge, LA
  • June 5: Spokane, WA
  • September 10: New Jersey/Philadelphia (city TBD)
  • September 25: Sacramento, CA
  • November 7: Las Vegas, NV

Optical Merchandising Workshop Courses:

Merchandising 101: The Seven Fundamentals of Great Merchandising, Doug Martin (COPE 46836-PM) & ABO
Learn the seven techniques used to create effective retail merchandise displays and strong merchandising statements – because you only get one chance to make a great first impression. Merchandising 101 will teach you how to accomplish this and how to implement in your practice.

Inventory Management & Negotiating Strategies, Doug Martin (COPE 46835-PM) & ABO
Managing inventory is an ongoing process that all optical managers need to understand and embrace. Business runs on systems and people run on systems. The optical is generally the number one generator of expense. This course will give you a better understanding of how to develop, implement and maintain a comprehensive system to managing your frame boards. Learn to think like a retailer to maximize inventory turns and profits as well as planning and developing your frame assortment.

Stop Selling and Help Your Patients Buy, Samantha Toth (COPE 50721-PM) & ABO
Patients don’t like to be sold, but they love to buy! The motivation behind why patients buy eyewear and contact lenses is important to understand in order to recommend the best vision solutions without being “salesy.” Why should they purchase from you versus going online to a possible cheaper alternative? This course provides insight into why people buy, but also illustrates their purchasing fears that hold them back from premium eyewear lens options. Discussion will also include recommendation strategies designed to overcome patient purchasing fears and how to increase word-of-mouth testimonials about your practice.

How to Get the Most Out of Your Marketing, Samantha Toth (COPE 50724-PM) & ABO
Owners and managers now have more choices than ever to market their businesses. From social media and online advertising with Google AdWords, Facebook, and Yelp, to community events and local publications, how can you be sure your marketing message is reaching the right people? When a patient is in the practice, is your staff properly trained on how talk about specific promotions or events. This course highlights the fundamentals of effective and strategic marketing and provides industry specific ideas and tools you can use to get the most out of your marketing.

Workshop Speakers:


Doug Martin, Master of Management – Innereactive Media

Doug has been in management for over 33 years, 18 years in the retail industry working for Neiman Marcus, I Magnin and Macy’s. In 1999, Doug entered the optical industry where he served as President of a two office, five-doctor practice. Over the next ten years he developed that practice into a regional powerhouse with 25 doctors and 16 locations. Doug then developed a consulting program called the Optical Performance Review and has helped both domestic and international independent practitioners improve the look and performance of their optical boutiques.

Samantha Toth

Samantha Toth, Marketing Rockstar – Innereactive Media

Samantha is a professional speaker and resident “marketing rockstar” for Innereactive Media, located in Grand Rapids, Michigan. She grew up in an optical practice with multiple family members in the industry including her mother, father, sister, uncle and grandfather. An ABO certified optician herself, Samantha worked as a dispensing optician for eight years, as well as managed an independent optometric practice. During this time, she realized there were very few people, or marketing companies, that understood the unique marketing needs of the optical industry.

With a strong passion for marketing and design, Samantha pursued and completed her bachelor’s degree at Michigan State University. In 2003, she started Innereactive Media, 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 is an ABO, NCLE, AOA, and COPE approved speaker and she lectures across the country teaching optometrists and opticians best practices for marketing their practices. Her niche expertise led her to be named one of Vision Monday’s “Most Influential Women in Optical,” and has enabled her to work with various optical practices, laboratories, frame and lens manufacturers.


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

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