Introducing Essilor Partners
Competition in the New Zealand optical market is increasing, and the introduction of large corporate brands has put pressure on the independent optometry market.
In addition independent business owners are faced with the need to economise and streamline business practices during the recession, whilst maintaining quality service and customer loyalty.
With an in-depth understanding of the optical market and current business behaviour, Essilor want to offer independent optometry businesses the opportunity to improve business resilience in this increasingly challenging environment.
A Customer Support Initiative
Essilor Partners is a customer support initiative offered by Essilor New Zealand and is unlike anything else currently available in New Zealand. Members of this unique programme will have access to unprecedented and comprehensive training in business and marketing strategy and staff education, as well as networking opportunities, local support and the opportunity to participate in key Essilor initiatives.
Staff training in retail optics and management essentials – provided by international specialists – is available under the banner of Absolute Retail.
The Essilor Partners programme is available to Essilor customers who purchase 50% of their lenses directly from Essilor New Zealand and who are current participants in the Essilor Team Rewards programme.
It is a privilege to be able to utilise Essilor’s international expertise, resources and experience to deliver such a comprehensive business support programme to our customers. Essilor Partners is one of the most exciting projects that Essilor has delivered to the local market.
Lucy Wilson, Marketing Manager Essilor NZ.
Absolute Retail – An Essilor Initiative
An initiative of Essilor International – Absolute Retail is an independent retail management programme delivered by international experts with over 65 years of cumulative experience in optometry practice management, marketing and education.
Absolute Retail education courses are available free of charge to Essilor Partners.
Absolute Retail offers two key education courses designed for training new staff and optical assistants, as well as practice managers and owners.
Challenges confront independent Optometrists every day … recognising these challenges, Essilor has created a proactive tool, the Absolute Retail Program, designed specifically for Optometrists to enhance performance, strengthen retail practices, deliver growth and improve profitability. Building your business to be strong, resilient, competitive and efficient is at the very heart of the Absolute Retail program.
Pauline Powell, Managing Director Vivid Consulting
Eyes on Retail Optical Certificate
An Absolute Retail course designed for training new staff and Optical Assistants.
The Eyes on Retail Optical Certificate has been designed to provide new staff with a complete introduction to the independent eye-care industry and ensure staff can work effectively within the eyewear sales and reception environment.
The content of this course covers optical skills, product knowledge and communication skills as well as defining clear sales strategies to ensure staff are equipped with a service mentality and in turn grow the capacity of the business and build consumer loyalty. Including nine half-day workshops over the space of the year, the course content has structure in place to consolidate the learning and embed these concepts to maximise implementation.
An examination and certificate will be provided on completion.
| Absolute Retail - Eyes on Retail Optical Certificate | ||
|---|---|---|
| Step 1 - Eyes on Retail Check In | An induction checklist for new staff | |
| Step 2 | Three detailed presentation and instruction videos designed to be conducted in your practice when a new staff member is appointed. | |
| Starter A - An introduction to Optometry | Starter B - Outline of frames and lenses | Starter C - Where do contact lenses fit in? |
| Step 3 | 9 x Face to face modules | |
|
|
|
Eyes on Retail Optical Certificate will be run in Auckland, Wellington and Christchurch. Places are limited.
Management Essentials
An Absolute Retail course designed for training Optometrists and Practice Managers.
The optical environment has never been more challenging. To continue to grow your business in this competitive environment is essential. The Absolute Retail Management Essentials course focuses on five important facets of your business - Practice Performance, Optical Product, The Practice Team, Marketing and Store Presentation
There are five half-day courses in this component of the Absolute Retail program. Each course is streamlined to highlight those areas most likely to facilitate a change in the way you do business, together with multiple, realistic, practical and achievable actions and suggestions for business improvement.
Absolute Retail Management Essentials will be held in Auckland and Wellington, with separate classes for Independent and Visique practices.
| Absolute Retail Management Essentials | |
|---|---|
| Managing the Business | Focussing on essential management tools to ensure your optometry practice operates efficiently. |
| Managing Staff for Peak Performance | This course aims to provide strategies for managers and supervisors to consider when recruiting new staff, together with tips on implementing performance management tools. |
| Creating the Right Mix - Inventory Management | Maximising sales performance through informed supplier selection and inventory management, this course aims to provide an increased understanding of how to manage optical suppliers and manage inventory for maximum return. |
| Maximising Visual Appeal | Covering the important art of merchandising to encourage new business and maximise the individual sale, this course aims to provide easy solutions to improve practice presentation, layout and the way point of sale materials are utilised within the practice. |
| In-Practice Marketing | With content that provides theoretical marketing background, tailored to optometry practices, as well as a large component of practical strategies for use in the practice, this course aims to provide an understanding of the increased importance placed on the marketing of services, product and expertise in eye-care practices today. |
Additional Benefits for Essilor Partners
Essilor Partners will benefit from local marketing support, networking opportunities and participation in Essilor Partner initiatives. Partners will also accumulate bonus Team points when key performance indicators increase and then have the opportunity to distribute Team points to practice staff as an in-practice incentive programme.
Essilor Premium Partners
A selection of practice owners who qualify for the Essilor Partner programme will be invited by Essilor to become Essilor Premium Partners.
Essilor Premium Partners will have access to their own Absolute Retail Business Consultant who, through a series of face to face confidential and private consultations, will offer support and guidance in the development and implementation of a 12 month business plan.
For more information about the Essilor Partner programme or how to become an Essilor Partner please contact your Essilor Territory Manager.
