By Joseph Mireault
Optical Retail Entrepreneur, Podcast Host, Certified Business Coach
In this episode of Revenue RX: Optical Retail Wins, I explore how simple, grassroots ideas can unlock new opportunities for your business—no complicated SEO, website tricks, or expensive social media campaigns required.
Sure, those digital tools are important, but sometimes the most effective strategies are right in front of us. Innovation isn’t reserved for the tech-savvy; it’s about being curious, thinking differently, and taking the time to notice opportunities around you.
Discovering Opportunities Next Door
One of my favorite lessons in innovation started with a vacant storefront next to my optical shop. For months, the empty space was doing me no favors. But one day, during one of my walkabouts, I stumbled across a nail salon struggling in a nearby, run-down building. They were always busy, fully booked, and operating on a month-to-month lease.
I saw an opportunity. I armed the salon owners with information about the vacant space next to my store, helped them negotiate better terms with the landlord, and within 60 days, they had moved in. This wasn’t just luck—it was a deliberate move to create a synergy between our businesses. Their clientele, mostly women aged 35-65, overlapped perfectly with my customer base.
We took it a step further: I provided the nail salon with discount vouchers to hand out to their customers, encouraging them to visit my optical shop. I also placed signage on the salon’s back entrance, leading to a shared parking lot, with exclusive offers for their clients. This simple partnership brought in new customers without the need for expensive ads—just a bit of legwork and old-school marketing.
Leveraging Hotel Room Directories
Another opportunity came from the two hotels within a block of my store. Hotel directories often feature local business ads and promotions, but none of my competitors had taken advantage of this space. So, I approached the hotels with a proposition: I’d be the exclusive optical business in their directories.
Many hotel guests stay long enough to purchase new eyewear, and for those who didn’t, we offered free shipping. It was a low-effort, high-reward strategy—tapping into a new customer base with minimal expense. Innovation doesn’t need to be groundbreaking; sometimes it’s just about being the first to notice an overlooked opportunity.
Cross-Promotion with Hearing Services
My next big win came from recognizing the connection between vision and hearing. I noticed that many of my older customers could benefit from hearing screenings. Instead of setting up a hearing business myself, I partnered with a local hearing company that needed a place to conduct tests.
We set up a small hearing booth in the back of my store and advertised free screenings on our windows and sidewalk signs. The hearing company paid a monthly fee for the space, and I gained foot traffic from people seeking hearing tests—most of whom also wore glasses. It was a win-win. When the original hearing company pulled out, I quickly partnered with another one, ensuring the continuity of the service.
This collaboration didn’t require hiring new staff or investing in expensive equipment—just a bit of creative thinking. It was about staying in my lane while leveraging partnerships to increase customer visits.
Empowering Customers with a Photo Comparison Studio
One day, I noticed customers taking selfies while trying on frames, but they struggled to compare multiple looks. I invested in a specialized camera system that displayed four images side-by-side, allowing customers to see themselves from different angles. It also featured easy-to-understand content about lens coatings and eye health.
This simple setup, which I called the “studio,” transformed the shopping experience. Customers could sit comfortably, compare their looks, and feel empowered to make informed decisions. This wasn’t just about selling glasses—it was about enhancing trust and building customer confidence. The ROI from this interactive tool was immediate, paying for itself almost daily.
Innovation: A Continuous Process
Innovation isn’t complicated—it’s about trying new things and acting on ideas. It’s not enough to have good ideas; execution is what sets successful businesses apart. Whether it’s moving in a new neighbor, advertising in hotel directories, or partnering with a hearing company, the key is staying curious and open to opportunities.
I learned early on that holding onto ideas without sharing them stifles growth. As a kid, I was told, “He who tells all he knows, knows little.” But I’ve found the opposite to be true—when we share what we know, we create opportunities for others to share with us, and we all benefit.
In this episode of Revenue RX, I remind you that what got you here today won’t get you where you want to go tomorrow. To grow, you need to keep innovating. Innovation isn’t always high-tech; it’s about seeing what’s already around you, reframing problems, and finding solutions in unexpected places.
Tune in to this episode for more insights, and stay tuned for future episodes where I’ll explore the power of trust, communication, and image in driving conversions. Because at the end of the day, innovation is simply doing new things.
Joseph Mireault
Joseph was the owner and president at Tru-Valu Optical and EyeWorx for 16 years. During his tenure, he consistently generated a sustainable $500K in annual gross revenue from the dispensary.
He now focuses on the Optical industry, and as a serial entrepreneur brings extensive experience from a variety of different ventures.
Joseph is also a Certified FocalPoint Business Coach and looks to work directly with ECP’s in achieving their goals.
Through his current endeavour, the (Revenue RX, Optical Retail Wins podcast) he shares the challenges and solutions of running an Optical business.
