Nick Coffer sits down with eyewear stylist, dispensing optician, consultant and writer Rebecca Thompson to explore one of the biggest missed opportunities in the optical industry: what happens after a frame reaches the practice.

The industry invests huge amounts of time and money into sell-in - convincing practices to stock a brand. But Rebecca argues that the real opportunity lies in sell-through: helping practices tell compelling stories, build confidence and create meaningful connections between eyewear and the people who wear it.

Together, they discuss:

• Why getting stocked is only half the battle.
• The power of storytelling over discounting.
• Why practices often recommend only a handful of the brands they stock.
• How behavioural science influences every eyewear purchase.
• Why confidence – in products, people and conversations – drives better outcomes.
• The opportunities hiding between suppliers, practices and customers.
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Drawing on experience across almost every part of the optical industry, Rebecca offers practical insights for brands, independent practices and anyone interested in how great products become great customer experiences.

Find out more about Silmo 2026 at www.silmoparis.com

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