BUSINESS

  merchandising

Competing With Online Opticals

Consider these techniques for capturing spectacle sales.

GINA M. WESLEY, O.D., M.S., F.A.A.O.

Is it a threat? Do you fear impending peril on losing a majority of our optical sales? It goes in waves in my practice: A patient arrives declaring they purchased glasses online and may possibly do so again.

To be fair, something is usually glaringly wrong with the web-purchased pair: PDs are off, the coatings appear inferior and/or the frame is wrong for the patient’s face and prescription demands. That said, the patient is wearing the Web-purchased pair, and in spite of us politely educating them about what could be improved about their glasses, we may lose another sale.

So, how do we combat online glasses sales? Here are some suggestions.

1 Educate patients before they purchase.

Explain the technology of your lenses, the superiority of your lens treatments, the quality of your frames, computerized accuracy in measuring lens position in a frame and your warranties and remake policies.

Also, consider providing a handout that details an online optical’s services and your optical’s services. Highlight what you can do instead of what online opticals can’t. Simply and subtly emphasize your strengths.

2 Offer to adjust and verify online purchases.

“What?” you say. “Aren’t you helping the competition?” The answer is “no.” This is your opportunity to educate patients on how their online-purchased glasses could be better fit or finished.

“What if the Web-purchased glasses are decent?” you ask. If the patient has returned to you, you have created a trusting environment and, therefore, another opportunity to sell: You may still convince them to purchase from you by reinforcing your credibility as an eye-care practitioner. If the patient has AMD, for example, and you’ve provided exceptional care, their appreciation could lead to an optical sale.

3 Merchandise for appeal.

What appeals to someone when purchasing online? I’m willing to bet it’s convenience, selection and price. So, consider expanding your selection of frames in an online store, an extension of your optical. This can also be shopped 24-7. Investigate vendors that can help you set this up. Also, make sure you always have frames that are priced economically.

4 Promote benefits relative to the patient.

Discuss the importance of the lenses, the medical part of the purchase, using phrases like “the doctor has prescribed digital technology because it will optimize ocular performance” and “the doctor has prescribed anti-reflective treatment to reduce your nighttime-driving glare.”

Emphasize the importance of the lens prescription and design, and patients may realize you deliver this better than anyone else. At the very least, say to patients interested in Internet sales, “You’ve trusted us for your exam and care. Why not trust us with your eyewear?”

The threat is real.

Online sales in 2013 comprised 3.2% of all optical purchases in the U.S., says Vision Watch. Translation: The threat of online sales is real. Knowing why a patient may purchase online is the first step in countering; offering the same desirable features is the next. OM

DR. WESLEY PRACTICES AT COMPLETE EYE CARE OF MEDINA, WHICH SHE OPENED IN 2008. SHE WAS HONORED AS MINNESOTA’S OPTOMETRIST OF THE YEAR IN 2011. E-MAIL DRWESLEY@CECOFMEDINA.COM, OR SEND COMMENTS TO OPTOMETRICMANAGEMENT@GMAIL.COM.